“Why?” “Why?” Have you ever had a conversation with a child which felt like it would never end? If so, it probably involved an endless barrage of “Why? “Why?” The problem with that little three letter question is that it can be asked as a follow up question to literally any statement. That’s also what makes it a powerful tool for the salesman. If you learn how to properly use it, this little question can help you navigate the gentle rebuffs you constantly receive during the sales process as well as get the most relevant information.
Asking “Why” Keeps the Conversation Going
At one point, you've probably heard a prospect say “we’re happy with our current provider”. If you walked away at that point, you're not alone. Many sales reps hit a roadblock and don't have the tools and methods to keep the conversation going. As long as your tone is even and nurturing, ask them why. "Appreciate that Mr/Mrs Prospect, would you mind sharing what about your experience has been valuable?" Ok I just used the word "what" instead of "why". Remember the "nurturing" piece? Asking a sentence that would normally need the word "why", sounds more nurturing when you reword them to add the word "what" instead. Another example..."Why is that information valuable?" vs. "What about that information is valuable for you?"
“Why” Leaves It Open-Ended
If a question can be answered with a “yes” or a “no” then it is a closed-ended question. The problem with close-ended questions is that they don’t generate much discussion and rarely yield any useful insight. When you ask open-ended questions, you get much more interesting and useful insights. A close-ended question would be “are you happy with your results?” A much better question to ask would be “why do you think you got the results you did?” The first question can only be answered “yes” or “no” and while it may give you something to work with, it may give the customer a quick exit. The second question invites reflection and starts a discussion which can be useful for both of you.
By asking “why” at the right time and in the right way, you can have a much more free-flowing and informative conversation with the prospect. Questions are an integral part of the sales process as you try to get past assumptions to the heart of the issue. If you would like to learn more about prospecting, closing the deal, or sales best practices, check out our excellent book, The Sandler Rules. Learn more about how to apply these principles from Sandler Training Solutions by contacting Sandler Salefish today.