Do You Make Selling Hard by Talking too Much?

May 22, 2012

by Garry Duncan

Generally, consultative selling is a selling process that involves more questioning than presenting. It seems counter intuitive to the stereotype vision of selling. Why would questions be more effective than presenting?

There are numerous reasons good questions are better than spraying features and benefits. Here are a few:

Prospects love to buy but hate being sold.

  • A consultative approach lowers defenses and facilitates rapportand trust.
  • Questions reduce objections and stalls.
  • And the answers to questions are more persuasive because they are based on the credibility of the buyer’s own data, in essence selling themselves.

Emotional questions that stimulate buying can be centered on pain, fear or perceived gains. Remember that pain and fear are stronger buying motives than gain, especially in B to B selling. Think of a child reaching for a cookie on a tray just out of the oven. The pain and resulting fear of touching a hot pan again will surpass the gain of getting the treat. Try asking ‘what if’ questions around perceived problems or future problems.

“Experience is not always the kindest of teachers, but it is surely the best”


Garry Duncan is the President of Leadership Connections, Inc., a consulting and training group focusing on the performance, growth and management of sales teams in business to business sales efforts.  See http://www.leadershipconnections.com/index.html


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