Persuasive questioning is the art of asking questions to understand enough about a person to then persuade them to do something. It is a powerful and often overlooked tool in a broker’s toolkit. You’d be forgiven for believing that closing was the most important sales technique, but how do you get to the close? Through questioning. But many brokers are known for their expertise, not their excellent selling skills. So, to help you master persuasive questioning, here are a few things that you should get used to doing with every new business opportunity.
Don’t talk too much
This seems like a bit of an odd one, after all, your potential client wants to know about you and your knowledge, right? But only to a certain extent. To understand how you can help your prospects, you’ve got to identify their problems, and the quickest way of doing that is to sit back and listen to them. Through listening, you could even discover the one thing that will set you apart from your competitors in your prospect’s eyes. For example, an overworked HR department dealing with reams of insurance paperwork would quickly pick you over a competitor if you could offer them a service like CoverageSpace.
Always avoid vague statements and answers
When you ask a prospect a question, ensure you always understand what they mean when they answer. Don’t accept vague answers or answers where the meaning is left up to interpretation. Encouraging your prospect to delve a bit deeper into the reasoning or motivations behind an answer will help tap into their emotional side – which leads us to our next point.
This has to do with controlling the flow of your sales call or meeting. Make sure you ask the majority of the questions. When answering a prospects question, make sure you end your answer with a question of your own. That ensures that the ratio of questions asked versus questions answered falls always in your favor.
No, not you – your prospect. Tapping into the emotional side of their mind as opposed to the intellectual is a surefire way to close a deal. Purchases made with the heart are far more common than those made with the head. Returning to the overworked HR department mentioned before, discovering and allowing them to express their emotions about their situation, then offering a quick solution will have them signing on the dotted line before you even know it.
As you can see, effective persuasive questioning doesn’t have to be an awkward or time-consuming affair. By simply employing a few tried and tested techniques, you’ll soon be on your way to more successful sales calls.