Asking the right questions

You can improve the quality of questioning during sales calls by spending five minutes before each call thinking about these points:

-- Determine the answers you need to find out. Choose pieces of missing information that you must get from the prospect.

-- Try to phrase your questions in an effective manner. If you phrase your questions poorly, you may get loaded, self-serving or defensive answers.

-- Ask your questions in an appropriate sequence. No matter how appropriate your questions are, you may not get the information you need if they're asked in the wrong order.

-- Look for specific information about buyer needs. What are the specific results that the prospect expects to gain from what you're selling?

-- Try to find more information about competitors. What are their primary strengths and weaknesses? What is the price differential between you and your competitors? Is price a major factor with this prospect?