The Importance of Question-Based Selling

Experienced sellers know the importance of asking questions and listening to their prospective buyers. However, many sellers forget that buyers do the same thing to them—even if the questions aren’t directly stated. Here are the five areas buyers typically focus on with related questions.

Who you are

• Do I trust you as a person?
• Are you honest, credible, and do you know what you are talking about?
  

Who your organization is

• Is your company a good fit for my firm?
• Does it have a reputation that aligns with what I expect from a provider?

Your product and/or service

• What problems of mine will it solve?
• Will it create new opportunities for my business?
• Does it meet my requirements?
• How does it compare with the competition?
• How easily will it integrate into my environment?
• What is required from my resources in people, time, and money?

Your price

• Is it a good value and fair price, compared to the competitor’s offering?
• What is the return on investment? What are the payment terms?

My time to buy

• When do I have to give my decision?
• When will I need results? Should I buy more time before moving ahead?

 It takes three key skills to address each of these five areas effectively:

1. Building good relationships.
2. Asking probing questions.
3. Actively listening.