Clinch that Sale by Asking the Right Questions

By John Patrick Dolan

A sales negotiation can be a tricky process when a salesperson doesn't fully understand the true needs of his or her prospect. Savvy sales professionals know how to ask questions that open up the lines of communication and encourage prospects to share crucial information about what they really want.

Knowing which questions to ask (and which to avoid) requires forethought and skill. The following “Seven Guidelines for Effective Questioning” will help you clinch the sale the next time you sit down at the bargaining table with a potential client:

1. Plan Your Questions Ahead of Time

Before starting the negotiations, figure out exactly what key issues you'll be discussing. Research the prospect and his or her organization to obtain the background information you'll need to formulate the right questions for your needs. Find out what type of person the prospect is, whether he or she is an experienced negotiator and what's at stake for the other party in the deal. The more you learn ahead of time, the more effective your questions will be.

2. Ask Permission to Ask Questions

Questions can sometimes put people on the defensive, so choose words and phrases that make your prospects feel like they are being interviewed, not interrogated. Encourage your prospect to open up and let the information flow. You might start by saying, "So that I can understand where you're coming from and how we might work best together, it would help me if I asked a few questions. Is that okay with you?"

Once you have their permission, ask your questions gently. Instead of saying, "Why do you insist on those terms?" try, "So I can better understand your position, can you please explain to me why those terms are so important to you?"

3. Begin with Broad, Simple Questions

Broad questions prevent your prospects from feeling pinned down, so start with open-ended inquiries. For example, ask them about their main goal for the negotiation. This method will allow the prospects to answer in general terms and to keep their negotiation strategy a secret. Then, as you and the other party become more comfortable, move on to narrower, more direct questions, which will give you specific information. For example, "How much do you expect to pay for this service?" Then as you uncover the facts, gradually progress to positioning and strategic questions, like, "What will it take for you to agree to our offer?" Strategic questions help everyone focus on working out an acceptable agreement.

4. Keep Your Questions Simple

Don't ask questions that may make your prospect uncomfortable. Avoid personal questions unless the answer is absolutely vital to your negotiations. For example, a person's salary is personal information, but a real estate agent has a valid reason for asking prospects to reveal how much they make. Also, if someone asks you a question that you don't know how to answer, admit it. Respond, "I don't know the answer. Let me do some research and get right back to you."

5. Once You've Asked a Question, Take Time to Listen

Although listening seems like an obvious part of the question and answer system, many people need to work on their listening skills. Salespeople may get so caught up in the negotiation process that they focus more on their questions than on the prospect's answers. If you want to gather useful information, you must actively listen to what the other person has to say. Don't plan your second question until they've answered the first. Be quiet, concentrate on their responses and consider how their statements affect the negotiations.

6. Use Questions to Give Information

To avoid sounding pushy or overbearing, communicate important information by turning your statements into questions. For example, "Did you know that our company out-sold our closest competitors by 125 percent last year?" sounds friendlier than just stating numbers and facts. Also, statements in the form of questions encourage your prospects to respond with more information. Your prospect may respond, "Yes, we have been impressed with your company's record. The last company we dealt with seemed to struggle to keep up, which caused many problems." This response tells you that they are aware of your reputation and that your stability is important to them.

7. Use Questions to Clarify

Experienced negotiators always ask enough questions to ensure that both parties understand all the details of the agreement, because many times two parties will agree, but not on the same terms. For example, if someone agrees to pay on the first, what do they mean? They may mean that they will pay on the first of the month, but which month? Or they may mean they will pay on the first delivery, or the first chance they get. It's important to cover every detail of the agreement terms to avoid confusion. Keep asking questions until it's obvious that you and your prospect are “on the same page” regarding all items in the agreement.

Concluding Thoughts

Information is the key to better negotiations, and effective question-asking techniques allow you to collect more information from your prospective clients. The right questions can open up communication lines and increase the level of trust between your prospect, your product or service and yourself. When you use the seven guidelines for effective questioning, you and your prospect can move beyond your individual positions and focus on ways to pool your strengths and form mutually beneficial agreements. And that means a better bottom line for you and your company.

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Author Bio: John Patrick Dolan is a member of the National Speakers Association Speakers Hall of Fame. He is the author of the best-selling book Negotiate Like the Pros. Contact him at negotiatelikethepros.jpd@gte.net or 1-888-830-2620. Visit his Website at www.negotiatelikethepros.com.