Most people are aware of the phrase, “Prescription before diagnosis is malpractice.”  What this means is that a doctor should not prescribe medication or treatment until they have correctly diagnosed the problem. The same holds true in sales. What benefit is it to your customers if you sell them something they have no use for?

Tim Wackel brought up a good point in his blog Take Two of These and Call me in the Morning. When sales reps jump to conclusions they start offering ideas prematurely.  Wackel says that in order to have success in these turbulent times we need to establish a position of knowledge.  He says the best way to demonstrate knowledge is not by pitching features, but by asking questions.

This is a brilliant statement. At Griffin Hill we know that buyers like to buy, rather than being sold. By asking the right questions it allows your suspect to discover for themselves why they need your services. Asking questions also breaks down barriers and builds trust.

But what types of questions should you ask? Open-ended questions are a must. Your suspect needs to share with you more than a “yes” or a “no” answer. Another important thing to remember is to ask good follow up questions. Don’t be afraid to drill down to find the root of the problem. If you can solve that problem you will become knowledgeable in the eyes of your client.

Wackel makes the excellent point that your questions should help you stand out from the crowd. Take the time necessary in preparing for your Needs Audit to craft the right questions—questions that will help both you and the prospect to discover and then express precisely what benefit they are looking for.