Do You Make Selling Hard by Talking Too Much?

March 27, 2012

From Leadership Connections:

Questions or statements: Which are working best for your sales?

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 rapport
    and 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

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” 

photo by Horia Varlan

Teneo Talent offers a new process of sales recruiting that uses sales assessments for both employers and job seekers to create long term fits.  We also offer career development tools through our sales career coaching program, including resume writing. We offer career advice, career matching and although our organization has a national focus, and have many Denver and Boulder sales jobs available at the moment.


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