Top Sales Professionals Ask "The Right Questions"

By Virden J. Thornton         

     In a survey of 10,000 sales executives conducted for Sales & Marketing Management magazine by Simmons Market Research, participants maintained, seven to one, that top sales representatives are “made,” not born. Many of them went on to suggest that one of the most important skills to be learned by a sales professional is the ability to match products and services to customers’ needs. Asked to define “greatness” in a salesperson, one respondent said, “Foremost, it’s understanding the needs of each customer and, after recognizing each customer’s need, matching it with the appropriate selling approach.” According to these experts, understanding the needs of your customer is one of the keys to sales success and professional greatness.

     As a sales trainer and coach (see http://TheSellingEdge.com/personalCoaching.htm) I know novice salespeople in the selling industry have difficulty discovering a customer’s needs primarily because they tend to focus on their company's products or services rather than on what’s important to the customer. Taking time to discover your client, customer or prospect’s specific needs requires that you ask the right questions and then you listen to what is said.

     Asking the right kinds of questions is a skill you can develop through practice. In fact, asking questions is the sign of a true professional. Without good questioning skills, lawyers would have difficulty defending their clients, doctors could not properly diagnose diseases, scientists would rarely make new discoveries, professors could not effectively teach, detectives could not solve crimes, and salespeople could not effectively serve their customers. Without the ability to question, mankind’s progress would come to a halt!

     As you work with your customers, practice asking them open-ended questions that require more than a “yes” or “no” response. These kinds of questions get your, client, customer or prospect talking and sharing information. Open-ended questions begin with words like “WHO, WHERE, WHAT, WHY, WHEN, HOW and, TELL ME. . .” When you get your prospect talking, listen to his words and the messages behind the words. You may discover additional services or products they need that you can provide.

VIRDEN THORNTON is the founder and President of The $elling Edge^®, Inc. a firm specializing in sales, customer relations, and management training and development. Clients have included Sears Optical, Eastman Kodak, IBM, Deloitte & Touché, Bank One, Jefferson Pilot, and WalHMart to name a few. Virden is the author of Prospecting: The Key To Sales Success and the best selling Building & Closing the Sale, Fifty-Minute series books and Close That Sale, a video/audio tape series published by Crisp Publications, Inc. Menlo Park, California. He has also authored a Self-Directed Learning series of sales, coaching & team development, telemarketing, and personal productivity training guides. To obtain a substantial discount on two of Virden's new manuals, 101 Sales Myths and Organizing For Sales Success, just click on either of the titles above.

Note: You can contact Virden at virden@TheSellingEdge.com. You can also see           an expanded biography at http://www.TheSellingEdge.com/bio.htm.

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