Secrets of Question Based Selling Quotes

“The Metaphor That Stuck In 1996, the Summer Olympic Games were held in my home city of Atlanta. As I watched athletes from all over the world perform in their respective events, I remember wondering what motivated them to compete at the highest levels. On the surface, it seemed logical to assume that these world-class athletes were driven by all the positive rewards that would go to the champion—fame, admiration, and of course, the gold medal. After training for most of their lives, who wouldn’t want to experience “the thrill of victory”? But as I watched the games unfold, it became obvious that while some athletes were motivated by positive rewards, many others were trying to avoid “the agony of defeat.” Rather than think about all the accolades that would come from success, some athletes were motivated to run even faster, and jump even higher, because they were trying to avoid an undesirable outcome. Carl Lewis, arguably one of the greatest track and field athletes of all time, and nine-time Olympic gold medalist, was an excellent example of this. After his last event in Atlanta, when he won the gold medal on his final attempt in the long jump, the sportscaster asked, “Mr. Lewis, what were you thinking about just before you jumped?” As it turned out, Carl Lewis wasn’t thinking about medals, money, or having his picture on a box of Wheaties. Instead, he said his primary motivation was that his family was in the stadium and he didn’t want to disappoint them by losing his final Olympic event.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“where it has become very unclear which sales programs are the most effective given all of the conflicting information floating around the marketplace. The positioning of different sales training courses is crazy! While one program touts the value of “Getting to Yes,” another program focuses on the value of “Getting to the No.”
― Thomas A. Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Follow-up Call (Script) Seller: “Hello Mr. Prospect, my name is Tom Freese, and I’m the regional manager for KnowledgeWare in Kansas City. I wanted to contact you about the CASE application development seminar we are hosting at IBM’s Regional Headquarters on August 26. Do you remember receiving the invitation we sent you? (Pause for a response) “Frankly, we are expecting a record turnout—over one hundred people, including development managers from Sprint, Hallmark Cards, Pepsi Co., Yellow Freight, Kansas Power & Light, the Federal Reserve Bank, Northwest Mutual Life, American Family Life, St. Luke’s Hospital, Anheuser-Busch, MasterCard, American Express, Worldspan, and United Airlines, just to name a few. “I wanted to follow up because we haven’t yet received an RSVP from your company, and I wanted to make sure you didn’t get left out.” Granted, this was a highly positioned approach, but it was also 100 percent accurate. I wanted prospects to know that IBM was endorsing this event. I also wanted to let them know that I expected “everyone else” to participate. I accomplished this by rattling off an impressive list of marquee company names that we were “expected” to attend. Most importantly, I wanted to make sure that they didn’t get left out.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Secret #24 While some people run fast toward Gold Medals, many others run even faster from German Shepherds.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Always Positive Is Not the Most Productive Salespeople have tried numerous ways to address the fact that prospects are motivated differently. One of the most prevalent sales tricks is to try to motivate prospects with “happy gas.” For decades, sellers have been told that attitude is everything, and the more enthusiastic you are, the more excited your prospects will become. You know the drill—flash a big smile and bubble over with energy in an attempt to get prospects excited about your product. Gag me! Especially in this new era of customer skepticism, this fluffy cloud approach to selling is just a facade that causes many salespeople to miss out on some otherwise lucrative opportunities. Even salespeople who are not filled with happy gas still tend to emphasize the positive, pointing out all the wonderful benefits of their product or service, in an attempt to get prospects and customers excited. But as you are about to find out, always positive is not always the most productive approach in Question Based Selling. True professionals are not “always positive.” Instead, they radiate intangible qualities like competence, capability, and expertise by being serious and self-assured. This is very different from the eager salesperson who attempts to communicate value by having a permanent smile plastered on his or her face. Secret #22 Competence, credibility, expertise, and value will outsell over-eagerness every time. I’m not saying that you shouldn’t be proud of your product or excited about a new opportunity. I’m merely suggesting that being super-positive and highly enthusiastic is not the best way to motivate all prospects. And as you’ll see throughout Question Based Selling, being super-positive is not even the best way to motivate most prospects.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“If you want to motivate people, then it’s more important to think about what they want, rather than what you want.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Thus, the play is no longer to try to uncover needs, but to facilitate a conversation where the salesperson raises potential issues and their implications. This facilitation is a proactive means of accomplishing two things. On one hand, your bringing up important issues could absolutely jog the customer’s thinking and cause them to recognize key points that they might not have otherwise factored into their decisions. As well, raising important issues and implications is one of your greatest opportunities to gain credibility with potential buyers, as we will discuss in more depth when we get to the chapters on needs development. The key is preparation. When I train sales teams on-site, they leave with a list of action items that are important in terms of implementing the QBS methodology. The first action item on the list is always the same—to create a repository of decision issues and implications that could impact the customer. Notice I use the word “could,” because we’re not asking salespeople to be clairvoyant. You can’t know what’s important to a customer until you actually talk with them. But, you can absolutely make a list of potential issues and the implications of those issues, as a way to prepare yourself in advance for more productive conversations.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Turning a prospect’s complacency into an active desire is the real game in professional selling. This is what allows sellers to go after the broader market opportunity—those prospects who have needs but haven’t yet recognized the opportunity to improve their existing condition. It’s what separates top sales performers from the rest of the masses. While it is natural for prospects to find comfort in the status quo, sellers have to realize that potential buyers can’t take advantage of opportunities they don’t know about. This boils the sales function down into a process of mutual discovery, where sellers work together with prospective buyers to uncover problems and opportunities that otherwise wouldn’t have been identified. Have you ever heard a prospect say, “I wish I had known about your production sooner”? Just like you and me, they can only act on the information they have at the time.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Latent Needs The larger and more significant portion of the market is comprised of prospects who do have needs for your product or service, but haven’t yet recognized those needs. In QBS, we say that these prospects have latent needs. Latent needs are needs that do exist but haven’t yet surfaced as problems or desires. Prospects with latent needs fail to recognize that they are no longer satisfied with the status quo. As an example, suppose you and I were standing beside your car when suddenly we noticed that one of your tires was worn down to the cords. Instantly, you would have a need for new tires. The question is, did you have a need for new tires yesterday? Sure you did. The tread on your tire didn’t wear itself down overnight. But until you actually recognized the existence of a problem, your need for new tires was latent. It existed, although you were not aware of it at the time. This is essentially what happened when Brent called me. I absolutely had a need for septic tank improvement products, but my need was a latent need. Salespeople encounter prospects with latent needs all the time—especially prospects who say things like: “I don’t need life insurance because I’m not planning to die any time soon.” Or, “We don’t have time to evaluate new technology, because we’re too busy putting out fires.” Here’s my personal favorite: “We can’t afford sales training right now, because sales have been slow.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Without needs, there are no solutions; and without solutions, it’s virtually impossible to establish value.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“You bond with customers by talking more about what’s most important to them (their problems), rather than whatever might be most important to you (your solutions).”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Personally, I have learned the hard way that spending most of the time with prospective clients talking about their potential problems is way better than trying to promote myself with accolades about the value of my product or service. Granted, this aforementioned passage is a condensed version of my value proposition for QBS. But it delivers the message. Times are tough in sales, and QBS has ways to solve that. That message resonates with sales management. In the same way, as prospective customers relate to the verbal pictures you paint about challenges they currently face, they will naturally look to you as someone who can help address those issues.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Sometimes the best way to communicate something is to explain what happens in the absence of it.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“The tendency to focus on the positive comes long before the customer actually makes a purchase decision. Early in the sales process, for example, when sellers are trying to get to higher levels within the account, a salesperson might say, “Mr. Customer, I would like to get a few minutes with your CFO to show him how cost-effective our products are relative to increasing productivity and maximizing the return on your investment.” Sounds like a mini elevator pitch, doesn’t it? Here’s the reverse. “Mr. Customer, would it make sense to spend a few minutes and bring your CFO up to speed, so he doesn’t have a knee-jerk reaction and torpedo the idea?” In preparation for QBS training events, I always ask for a conference call to customize the material for the intended audience. But I don’t ask for a manager’s time so I can “understand their business and deliver better training.” Although these are positive benefits, they don’t necessarily create a sense of urgency. Therefore, I am more inclined to ask a vice president of sales for time on their calendar, “so we don’t completely miss the boat at the upcoming training event.” Both of these questions refer to benefits that would come from strategizing in advance. But how you ask does make a difference.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“So as a salesperson, you put yourself in a stronger position by positioning the value of your product or service in terms of the positive benefits it provides as well as the problems it solves or prevents.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“Can you give us some examples of the intangible benefits being conveyed by a salesperson? Absolutely. Here’s a partial list of some of the things you might bring to the table in a sale: • Integrity • Honesty • Thought leadership • Competence • Confidence • Capability • Responsiveness • Accountability • Follow-through • Comfort level • Humility • Attitude • Vision • Being forthright • Humor • Knowledge • Experience • Expertise • Understanding • Empathy • Caring …just to name a few. Of course, I can keep going. A successful rep is also hardworking, diligent, well prepared, credible, purposeful, professional, relevant, and customer focused, rather than self-serving. Are these intangible benefits important in the strategic sales process? You bet they are! In fact, your ability to convey many of these qualities in a short period of time is likely to be the difference between gaining the customer’s trust or losing the sale. The challenge for sellers is knowing how to convey this much intangible value without trying to personally claim it.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

“That’s why one of the fundamental concepts I originally introduced as part of Question Based Selling was, “Always positive is not always most productive.” To illustrate, sellers have long been conditioned to ask questions with a positive, even hopeful, tone. Therefore, typical sales questions tend to sound optimistic, like: Mr. Prospect, would next Tuesday work for a conference call? Or: Does your boss like our proposal? Sometimes sellers ask: Are we still in good shape to close this deal by the end of the month? The salesperson in these examples is obviously hoping next Tuesday will work for a conference call, or hoping the boss likes the proposal, and that the deal is still in “good shape” to close by month-end. These positively dispositioned questions do not generate more positive results. In reality, just the opposite occurs. I will talk at length later in the book about the fact that positively dispositioned questions tend to cause customers to withhold, or give less accurate information, which is counterproductive to your selling efforts.”
― Thomas Freese, Secrets of Question-Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results