Recently I was asked, “Do you have questions you always 
ask future customers?”
Here is my answer:
No. I don't think I ever ask the same questions the exact same way, but I do ask the same types of questions.
And one very important point, I try to elicit emotion from the customer as a result of my questions. Where is the pain, fear, hope, love - the goal being a solution from my company that addresses the emotional issue and not just the overt business ones. It is easy to fall into the trap of thinking that everyone needs your particular service and then frame all of the answers in that context. Often times the lack of leads, for example, is just a symptom (poor marketing and sales process development and strategy may be the root cause) and not really the underlying motivation for acting.
Here are few examples of ways I try to uncover more detail in my customer communication:
- If they are talking to me something is not right so what is it and how did they get here. I am asking questions to find the gaps in expectations and reality so I can insert my services/proposal as the bridge. Up front I am not trying to get to root causes so much as to just identify the problem in a way that allows me to show them that I can potentially get to the root causes - if they hire me.
- What is working to gain them customers - this is a broad area but I focus them down on what specific efforts they are making that are working.
- What is not working to gain them clients - where have they failed?
- One of my favorites is "what happens if you do nothing/or don't hire me"? I want to understand the options they are considering so I can position my services as the best one/best ROI/highest probability of success etc...
- I try to find out the personal stake my client has individually in the success or failure of the company and of the project. What are their personal drivers?
- Ask them what is their favorite, or least favorite, part of the business to get to the drivers and passions. This is always a fun place to see where the conversation leads.
I have heard the following in my time as a consultant:
"I want to retire and need someone in place to handle this.”
“I want a promotion and can't get it without growing the business.”
“I want to quit my job and start a new company and need a sales and distribution partner.”
“I want to grow my business and beat competitor x because I really hate them personally (not in these words but that is what he meant).”
“I need to grow my business because my family members are my biggest investors and I cannot let them down.”
In each case, we are helping these people hit the goals stated in the proposal along with these unwritten emotional ones. Uncover the reasons behind the responses to your questions and you will be on your way to establishing long term value and being viewed as the resource you really are.
Questions and Answers are a critical part of any good inbound content strategy. My friend Marcus Sheridan just wrote a book called "They Ask, You Answer" that makes the case that the questions your prospects and target audience ask and your answers forms the basis of your marketing strategy. I call that helping which is always a great way to build trust and develop relationships. Much better that selling and closing.
See this link for a post from consulting guru Alan Weiss about questions. The list is well organized and he outlines nicely the questions you should be asking to get the info you need for most any proposal.
Topics: Sales
