1

Identifying Needs by Questioning and Listening

Learning Objectives: Understand the purpose of asking questions. Learn how to select questioning tactics appropriate for

the sales situation. Study specific questioning techniques. Examine SPIN® Selling and its applications. Understand the functions served by various types of

questions. Appreciate the importance of listening in sales. Become acquainted with techniques for improving

listening skills.

CHAPTER 10

2

• Provides a roadmap for you to follow• Allows prospects to discover their problems

for themselves• Determine prospect’s buying criteria • Salesperson as a diagnostician

The Purpose of Asking Questions

Salespeople should become “Doctors of Selling”

3

• Need discovery is more important than any other step in the sales cycle

• Plan your questions in sequence to gain information in a logical order

• Research findings suggest that successful sales interactions:– Contain more requests for information then

opinions– Contain fewer statements of disagreement– Closing is directly linked to questions

Need Discovery and The Sales Cycle

4

• Elements of a good transition:– Provide a logical agenda– Request permission to ask questions– Plan questions in a logical sequence– Predict all possible answers– Prepare a smooth transition from each possible

answer

Transition From Approach

5

• Four Key Objectives:1. To discover the prospects “hot button”2. To establish purchase criteria3. To agree upon a time frame for completion of

negotiations4. To gain agreement on the problem before

beginning the actual presentation

Specific Planning of Questions

6

• Causes prospects to withdraw or to become angry• Do not keep the prospect pinned down with a

ceaseless chatter of oral machine-gun fire• Avoid attempting to force or manipulate answers

you want to hear

Asking Questions

Asking questions in rapid-fire machine-gun fashion…

7

• Phrase each question so that it has only one clearly focused purpose– Questions are easily misunderstood by most

people• Avoid technical language or terms unique to

your company or product that might confuse the prospect

Strategic Recommendations

8

Ask questions that help reveal the social style of the prospect Amiables and analyticals

take longer to respond. So you must be more patient.

Drivers are task oriented. Show them how they can win.

Expressives show a more personal orientation. Use testimonials and showmanship.

Strategic Recommendations

9

SPIN Selling in Action

ITUATION QUESTIONS: DATA-GATHERING QUESTIONS. UNCOVER FACTS AND BACKGROUND INFORMATION

ROBLEM QUESTIONS: HERE YOU HELP PROSPECTS DEFINE THEIR NEEDS EXPLICITLY

MPLICATION QUESTIONS: GET THE PROSPECT TO DISCUSS THE PROBLEM AND HOW IT MIGHT BE IMPROVED

SPIN EED-PAYOFF QUESTIONS: HELP TO BUILD UP THE VALUE OF YOUR

PROPOSED SOLUTION IN THE CUSTOMER’S MIND

10

Closed End Questions:(Structured alternatives, multiple choice type)

• Uncover specific facts• Reduce prospect tension because they are

easy to answer• Check understanding and receive feedback• Maintain control by directing the flow of

conversation• Cement prospect commitment to a specific

position

Common Questioning Techniques

11

Open End Questions:(Identify a topic but do not provide structured

alternatives)

• Allows the prospect to move in any direction• Cannot be answered with a yes or no• Ordinarily begins with, “How do you feel?”, or “What do you

think?”• Stimulates the prospect’s thinking and increases the dialogue• Helps uncover the dominant buying motive• Uncovers the true personality or behavioral style of the

prospect

Common Questioning Techniques

12

Amplification Questions :1. Double-Check Question - restate or rephrase

the prospects remarks. Tells prospects:– That you have been listening– That you understand their concerns– That what they say is important to you– That they are making themselves clear

2. Nonverbal Gestures– Use visual cues (nodding head or leaning forward)– A slightly raised eyebrow or inquiring look

Classification of Questioning Techniques

13

3. Use of Silence– Indicates to prospect that you do not quite

understand– Allows you to relax the pace of the interview– Gives you time to think before answering– Gives prospects a chance to express their feelings

4. Continuation Questions– They simply encourage more communication from

the prospect– Use a few words or phrases to keep the prospect

talking

Amplification Questions (cont.)

14

• Checks for mutual understanding• Allows the salesperson to rephrase what the

prospect appears to have intended• Invites the prospect to expand or clarify any

point of disagreement• Narrows down generalizations and clears

ambiguities

Advantages of Amplification Questions

15

Internal Summary (Reflective) Questions :• Repeat or rephrase part of the prospect’s last response• Gets the prospect to see things from your perspective• Can underscore an important point

Getting Agreement on the Problem:• Formally state the problem• Confirm with the prospect that agreement on problem

has been reached

Classification of Questioning Techniques

16

Listening Effectively Isn’t Difficult…Just Unusual

17

• Avoid prejudgment

• Be patient

• Take notes

• Reinforce

• Listen for ideas, do not try to get every fact

Improving Listening Skills

18

Capitalize on Speed of Thought:• We speak at 150 words per minute, but we

can listen at up to 600 words per minuteUse this spare thinking time to:• Anticipate where your prospect is going• Mentally summarize the message• Formulate a response• Listen between the lines• Use silence strategically

Improving Listening Skills