customer’s needs. Open-ended questions begin with


words like “what,” “when,” “how,” “where,” and “why.” They ask for people’s opinions, facts, and feelings. They open the conversational door. They are similar to probes, but more focused. They can be used inter- changeably with probes. Examples: “What makes you say that?” “What makes that important to you?” “What” questions tend to be the most effective for most sales situations; they enlarge the comfort zone of the lis- tener and raise the effectiveness of the salesperson. To improve your “What” questioning technique, study good TV interviewers and practice your own technique until it feels natural. Closed-ended questions restrict the listener’s response to yes or no, black or white, this or that. Closed-ended questions are necessary to gain agreement from your listener – or, sometimes, to begin a discussion with a tight-lipped prospect. To get your prospect to be more re- ceptive to your probe or question, try


SELLING TIP Qualifying Questions Get Action


Questions can lead to closing signals – and certain questions are designed to lead the buyer into making decisions that will result in a buying decision: “Which model do you like best?” “How soon would you need delivery?” “Would three gross be sufficient or should we increase it to four?” Generally, a salesperson should avoid asking ques- tions in a form that sounds threatening to the buyer or that will raise his anxiety level to a point where he might call off the presentation. On the other hand, there may be circumstances where


it’s worth a gamble to get the prospect to take action. If the sale isn’t going anywhere anyway, perhaps a jolt like this will pay off: “What would happen if this machine would break down tomorrow?” or “How would your superiors react if the safe you bought failed to protect your records during a fire?” However, you must be careful in phrasing your questions so you don’t antagonize the buyer. How you ask the ques- tion can have a lot to do with the reaction that follows.


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to cushion it with a softening pream- ble. You might try, “Would you mind if I take some notes?” or “Would you permit me a few questions?” Increasing your ability to probe and ask questions will tell you the specific benefits the customer wants. Next, to make the sale, you have


only to satisfy these benefits with your solution. When you can skillfully probe for customer needs, you will set yourself apart from the rest of the field and be on your way to building your steady sales. 


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A pleasant manner is helpful in a salesperson, but attempts at humor can be dangerous. It’s too easy to of- fend someone who can affect the sale. “Where did you get that sofa, at a rummage sale?” might be humorous to others but not to the person who owns it. Avoid comments that imply the buyer is a bit stupid in his view and that your views are much superior: “Hey, that idea went out in the ’60s.” Compare that with, “I can understand your point, Mr. Steller. Many had that view until the bonding cements were greatly improved. Now even the luxury homes that are going up in Broad- moor have their sheathing bonded with cement instead of just nails.” While it’s a good general rule to keep questions impersonal, don’t hesitate to ask a personal question if it will help. Just don’t make it critical. “I’m curious, Mr. Falk. Why do you insist on that specific window frame in the specifications?” Buyers will talk about problems – and even bad deci- sions – in answer to your questions. Be supportive, not critical, of the information you get when questioning: “I can understand how you feel...” “That was a good move on your part.”


– HOMER SMITH


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