7 Essential Questions to Ask … And 1 Bonus Essential

Asking good questions is essential to an effective comprehensive needs analysis. This isn’t an all-inclusive list of questions that I ask prospects, but these are all definitely questions I won’t leave the CNA without asking.

And remember, questions don’t have to be phrased like questions. It’s not an interrogation. What you want to do is say things that invite people into a conversation.

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1. Who is your ideal customer?

I don’t sell cookie-cutter packages to my clients. I provide them customized marketing plans that are designed to drive their business growth. This takes targeted precision. I’ve got to know who I’m trying to reach so that I can put together a plan to reach them effectively. I want to know about the center of my client’s bullseye so I know where to aim.

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2. Talk to me about your most profitable product/service/offering.

One of the biggest advancements in leadership and productivity thought in the past several years is that people should focus on maximizing their strengths rather than eliminating their weaknesses. This principal can be applied to helping a business grow. What works best? How can we maximize that?

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3. What is your capacity for growth?

If I’m going to put a strategy together to drive more people through the door or make the phone ring more often, then I’ve got to be confident that my client can handle it. This question also serves as a way for the client to evaluate their own potential in ways they haven’t thought of before.

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4. If you had a magic wand that you could wave, what one problem would you fix?

I love this broad open-ended question. It gets people talking about the things that they really care about. Their passion comes through, and you need to make note of it. Address the issues that are close to their heart, ping off their passion, and you’re going to have a client for life!

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5. Tell me more.

At some point in the course of a conversation, the prospect is going to say something that pricks my curiosity. Often, it’s something that is well outside of my experience. I don’t have to know anything about it to learn more. I can simply say, “Tell me more about …” People will open up like a book.

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6. What does your decision-making process look like?

Two things kill salespeoples’ spirits – finding out that you’re not talking to the decision-maker and waiting forever to get an answer. I like to address both of these concerns by asking an open-ended question about their decision-making process. If I want more specifics about the who or when, I’ll ask that in a follow-up question. This question, however, helps to set my expectations by giving me a sense of how long a decision is going to take and who is involved making it. And, as added value, the prospect will often tell me about my competition without me having to ask about it directly.

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7. If I were to bring you a plan that meets your goals and provides the solution you’re looking for, what would keep you from moving forward?

Always be closing, isn’t that what they say? A CNA is just a step in the journey to a sale. The goal is always a sale. It’s not too soon to get the prospect used to the idea that they’re going to buy from you. Find out what the big obstacles are and build your answers to them into your presentation.

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Bonus: Be quiet and listen to their answers!

You can ask the best questions in the world, but if you don’t shut up and listen, it won’t mean a thing to helping you be successful as a salesperson. Silence can be awkward. Don’t worry about it. Sit in it. Let it be. If you want quality answers from your prospects and not cliches, they might need a minute to think. Give them that. Ask your question and be quiet. If they need you to rephrase or explain something, they’ll ask you to. Salespeople typically are good talkers, but if you talk to much, you’ll be annoying. No seriously – shut up. And, don’t be so impressed with the brilliance of your questions that you’re thinking about them instead of the answers to them. Be still and listen.

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Next week, we’ll be talking about selling strategies!

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