Radio Sales Today

RAB Sales Tips

Open-ended questions

As a salesperson, one of the most valuable skills you can possess is the ability to ask open-ended questions. These are questions that can't be answered with a simple "yes" or "no" and require the customer to provide detailed information. By asking open-ended questions, you can gain a better understanding of the customer's needs, concerns and preferences, which can help you tailor your sales pitch to meet their specific requirements.

A few years ago, I had a meeting with a potential client who was interested in our products, but was hesitant to commit due to concerns about the cost. I could have simply reassured him that our product was competitively priced, but instead, I asked an open-ended question: "What are your main concerns when it comes to the cost of this advertising?"

The client proceeded to share his concerns about the cost, as well as his fears about the return on investment. I was able to listen carefully and address each of his concerns individually, providing him with data and information that reassured him that our strategy would be a wise investment for his business. By the end of the meeting, he had signed on as a new customer.

According to sales expert Jill Konrath, "Asking open-ended questions helps you understand the customer's situation, wants and needs. They also show that you're genuinely interested in what the customer has to say, which can help build rapport and establish trust."

In a sales meeting, it's essential to ask open-ended questions to gain a deeper understanding of the customer's situation, wants and needs. By doing so, you can tailor your sales pitch to meet their specific requirements, address any concerns or objections and build trust and rapport. This can lead to a successful sale and a long-term relationship with the customer.

Asking open-ended questions is a critical component of any successful sales meeting. By gaining a deeper understanding of the customer's needs and concerns, you can tailor your sales pitch to meet their specific requirements, establish trust and rapport and ultimately, close the sale.

Our recommendation is for every meeting with a prospect or client, you do enough research to have at least two or three open-ended questions to get the conversation started. Curiosity, questions and listening; it's the start of a great relationship.

Happy Monday!

Jeff Schmidt is the SVP of Professional Development. You can reach him at You can also connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, SVP of Professional Development, RAB