Questions that Push a Buyer's Hot Button

You’re calling on a brand new prospect named Bud. After 15 minutes, you’re concerned. Bud’s cordial enough as you ask questions, but you can tell he’s not engaged. His practiced answers come quickly. As Bud politely recites plain vanilla facts, his eyes stray to his computer monitor. Opportunity is slipping away. You need to do something!

You switch directions and ask, “Bud, your competitors are always complaining to us about productivity problems. Is low productivity a problem for you?”

Bud straightens and looks right at you. Tilting his head, his tone intensifies as he asks, “What do you mean?”

YOU JUST HIT A HOT BUTTON! Your question started Bud’s emotional engine. You’re haven't reached the destination, but you’re finally on the road.  

Take a minute to think about the questions you ask.  

• What do potential customers complain about?
• What important problems do you solve?
• What unmet needs prompt a physical reaction, causing prospects to feel stress, discomfort, uncertainty, worry and doubt?
• What fears lead to change?

To make a sale, buyers must be motivated to make a change.  Motivation results from a prospect’s drive to resolve internal tension. Hot button questions start the buyer thinking about their situation and fulfilling unmet needs.

Hot button questions create opportunities.  Here the challenge. Come up with three hot button questions that turn on the buyer’s emotional engine. In your next prospecting call, take the questions for a test drive. Find out what works and practice.

Good selling!


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Smart Questions That Get Real Information

Be a salesperson with a questioning attitude. It takes you a long way down the road to sales success.  Here are a few examples of smart questions that will get you real information:

• What is your typical day like?
• What changes do you expect in your company over the next year?
• How do marketing and purchasing work together on projects?
• What should I know that we haven't covered?
• What was your best experience with your previous sales representative?
• What was your worst experience with your previous sales representative?
• What should I bring the next time we meet?
• What do you think sales representatives like me do that "un-sells" us?

Prove Competence and Ask Questions

The 2 for 1 Method for Better Results

Good salespeople ask questions to gather information. Great salespeople take it one step further. Before asking a question, they disclose a morsel of information. That small step helps three ways:

1. It helps to position the salesperson as an expert.
2. When the tidbit includes a customer name, it offers proof to potential customers that current clients are happy with your product or service.
3. Sharing information helps build trust because solid relationships are built on mutual disclosure.

Here's a scenario to illustrate. You're discussing a new service with a prospect, and it costs $5,000.00. You want to know if the prospect thinks the price is reasonable, so you say, "We just set this service up for WidgetWorld, one of my long-time customers. They spent $5,000.00 because it solved a major production problem for them. Do you think $5,000.00 is a fair price for the benefits?"

In the second scenario, dropping WidgetWorld's name lets your potential customer know other companies bought the service and used it to solve their problems. Psychologists call this "social proof."

It's a powerful persuasion technique and it will help you sell.