Even if you’re not a salesperson, knowing how to ask customers the right questions is an invaluable skill that will open doors and take you places.
So, it’s rather disconcerting that most of us outside of sales (and even some of us in sales) have no clue what to say when we actually have someone on the phone. Or in a customer survey, where we have all the time in the world to come up with targeted questions that don’t begin with “On a scale of 1 to 5…”
Remember that your customers are regular people, and they don’t like canned questions. They’re also data gold mines who will open up if you engage them.
So whenever you have a customer on the phone, try to learn something from them that you didn’t know before using a question that you haven’t asked before. I took some time to scour the web for the top questions sales heads think their salespeople should be asking, and came up with this list of 20 questions that I hope will make us all better business conversationalists.
1. What would you like to talk about?
This should always be your opener. Not only does it immediately disarm the prospect on the other end of the line, it also shows that you care about their concerns and needs as a customer. Which builds immediate loyalty.
2. I noticed X on your website or LinkedIn
An old standby interview tactic, and a great way to build rapport with a new customer as well. Granted, this question should never be asked out of the blue, and works best when a natural opening presents itself.
3. What is your plan right now?
The purpose of this question is to find out what your client is up to, and to address any pain points your service could solve.
4. What are you most excited about for your business this year?
A more in-depth question than #3, which may lead some customers to feel defensive, this disarming question opens the door to a candid discussion around what the customer values most.
5. What decision affected your business the most last year?
Answer: What’s the customer’s purchase history?
6. What is one of the top 3 priorities you are grappling with?
A more direct variant of question #3, this question goes straight to the point. Your prospect’s answer tells you what their pain points are, and allows you to address each of them in a genuinely helpful manner.
7. What is the one thing that will help your business most?
It’s interesting when you ask questions #4 and 7 in conjunction. What prospects are most excited about may not be what they think will help their business most. When you notice this disconnect, try to influence them to focus more on what would actually help their busines — your service.
8. Who will make the final decision on this purchase?
While it shouldn’t be the first or last question, you definitely do need to know whether the person you’re speaking to actually has decision-making power. If not — they are not really a customer, just an indirect contact.
9. What decisions do you need to make before you purchase?
Use this one in conjunction with question #8 to give you deeper insight into the decision-making factors at play.
10. What do you wish vendors would do that they don’t do?
This is a great question for opening a lead. Again, by asking them for their opinion rather than repeating your own, you both demonstrate value to a propsect and learn something valuable in return.
11. What is the biggest mistake our industry makes?
An easy follow-up to #10 that further demonstrates value. Even though you might not be able to directly address the answer, it may be more insightful (and easier to answer for the prospect) than question #10.
12. Many of our clients report problems with X, Y, and Z. What about you?
Another value demonstration that also tells you whether the prospect will be a hard or easy sell. Just how well do they know the pain points of their industry?
13. When have we exceeded your expectations?
If you’ve spoke before, this is a great way of assessing your company’s performance.
14. When have we not exceeded your expectations?
An almost obligatory follow-up that most satisfied customers may have no answer for.
15. What is your favorite service experience with us?
Questions #13 and #14 are shotgun in approach, but #15 can really provide you with insightful information. Sometimes we don’t know what we’re doing well until a customer tells us. (It’s also probably a good idea not to ask the converse of this question, which is why I didn’t include it as #16.)
16. What roadblocks might prevent you from moving ahead?
The answer to this question will help you get past any remaining gatekeepers. It shouldn’t be used every time — only when it seems like the sale might not go through, or when a qualified lead begins expressing doubt.
17. What does success look like for you?
Steve Jobs might snort at this question since he believes that people don’t know what they want until you show it to them, but I think it’s safe to say that mere mortals like us need all the help we can get. Oftentimes, customers will enthusiastically tell you how you could improve your service, and think better of you for asking in the first place.
18. What do you think?
Deliberately open-ended, this question is a great litmus test. Is the person you’re talking to a truly qualified lead?
19. Is this the best we can do?
Well, is it? Because if it isn’t you should be taking notes and jotting down suggestions.
20. Would you like to speak more at a later date?
A tried-and-true standby is still the best question to end the conversation with. If you can, set up a later date for a follow-up discussion. In the meantime, mull over the answers you received and map out your next conversation beforehand.
How do you ask customers the right questions? Do you have a favorite, go-to sales question that you always ask? Let me know in the comments below!
