Asking the Right Opening and Closing Questions

-By President's Resource Organization

It is always a quandary: how do you get conversations with prospects off on the right track?

The first thing, of course, is to establish an initial rapport. You do this by thanking the prospect for the appointment and employing a bonding statement. But then what? I always like to start a prospect’s very first sales call with this question: “Just out of curiosity, why did you agree to this appointment? Why are you taking the time to see me?”

Most of the time, prospective buyers will respond by describing their trials, troubles and tribulations. They’ll tell you why they’re seeking a solution—the perfect setup! Now you have the opportunity to drill deeper, discovering your prospect’s actual and emotional needs. This is information you need in order to position your product or service as the prospect’s best solution.

Of course, we must be careful not to ask questions that may be perceived as rude, intrusive, or nosey. For example, many professional sales people like to ask, “What would you like to accomplish in your business?”

Sounds innocent enough, but research indicates that in the early moments of a sales call, this line of questioning provokes a negative response. You can ask this type of question successfully, but only after you’ve established a greater degree trust and rapport. If you ask too early in the game, you may get an answer…but not necessarily a truthful one.

Another common mistake: asking prospects if they’re satisfied with their sales. No one is ever fully satisfied with their sales, and yes/no questions shut down the dialogue. You’d do much better to position it this way: “In your experience, what actions could you take to increase your sales?" The question is not only less judgemental, it’s open ended, inviting prospects to whatever is on their minds.

As my mother used to say, you’ll never get a second chance to make a good first impression. Many sales people focus primarily on their closings, but you’ll never get there if you’re opening is weak. First impressions are lasting impressions. Prepare your opening with care, or you’ll have to work that much harder to change your prospect’s impression and attitude later.

Research indicates that most decision-makers base their purchasing decisions on who they are buying from, not what they are buying. Your questions reveal who you are and how you think. Ask the right questions, and you create something invaluable: trust and rapport.

By the same token, that’s why you need to close on the right note as well. Let’s assume you’re going to get the sale. To continue building trust and rapport—and to erase any shadow of buyer’s remorse—ask your prospect to reconfirm his or her decision.

I like to ask, “Are you sure you want to do this?” and specify the action they’ve agreed to take. Or, you could ask it this way, “Do you believe using our [fill-in-the-blank] will solve your problem?”

This is called a “Reverse.” When a buyer restates what they plan to do and why, in essence, they are selling to themselves. That, of course, is the goal an effective sales presentation. In addition, by taking this extra step, you also illustrate your interest in truly solving their problem, not just making the sale.

The Reverse accomplishes something important: it transforms the sale into the buyer’s decision, not some high-pressure close you imposed on him or her. And it minimizes a frustrating experience we’ve all had at one time or another: watching a buyer who committed to a sale have a change of heart later.

Planning your sales presentations wisely can mean the difference between success and failure. Focus on your openings and closings—and enjoy more open and shut sales.