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Essential Message # 045: Why little questions get bigger sales. What keeps you up at night? A common sales technique taught in countless workshops and seminars is to ask the question, 'what's the biggest challenge you face in your business?' Or maybe you've heard this: 'What keeps you up at night?' That may be conventional wisdom, but I can give you three reasons why it's bad advice. First, big questions like that send the other person into a 'brain freeze'. According to Dr. Maurer, author of Kaizen Principle, the brain loves questions: questions are simply excellent ways to engage the brain. No surprise there. (If you've taken a good stroll through the Essential Message website, you might be familiar with the article I wrote which is available for reprint, called, 'The Selling Power of the Provocative Question'.) In the book, Dr. Maurer goes on to explain that big questions actually choke any possibility of a thoughtful or creative response. Why? Because big questions shut down the cortex and trigger the fight-or-flight response in the amygdala. Which brings me to the second reason... even if the person manages to avoid the fight or flight reflex, do you actually believe they trust you enough to divulge their biggest failing or fear? Chances are they don't, and that's why a generic question usually gets you a generic response. Click on the image to watch a 2 minute video of me explaining why little questions get bigger sales! The third reason not to ask big, generic questions is that they make you look like a hack -- yes a hack, like the next Dr. Phil wannabe asking, 'how's that working for you?' So instead of asking 'big' generic questions, start asking little specific questions -- questions that tiptoe past the amygdala and allow the cortex to give you something meaningful; questions that allow people to get truly engaged in the conversation! Not only will you get a meaningful response, but if you know what to listen for, you'll also have a conversation starter that is more likely to lead to how your product or service can help. I can't tell you what those questions should be for you, but I can give you a few examples that work for me: What's your target group? Listen for whether it's tightly defined or not. If it's not defined enough, it could result in lower sales. (Yes, ask me why.) Is it getting harder or easier for you to stand out among your competitors? If it's getting harder, the business may be helped by better differentiation and branding. (Yes, ask me how.) Do you think little questions can help you get bigger sales? If the response is yes, then you may want to recommend an Essential Message workshop... (grin) And there are plenty more where those came from... Essentially yours, P.S. Yes, I would love to hear from you. Click here to add your comments on this piece, perhaps a personal story related to it!

Who is Michel Neray and What's The Essential Message? The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message. Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals. The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.) For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.

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