The Art of Client-Centric Sales Questions- Transforming Self-Serving Inquiries into Value-Driven Conversations

Bad questions are bad selling. You need a client-centric sales approach, one with effective strategies and a value-driven sales methodology.

Many salespeople ask their clients questions that are self-oriented. Each question serves the salesperson instead of creating value for the client. In a time that finds buyers skeptical of salespeople and believing they can manage without them, it would be wise not to cause offense.

Any self-oriented question can be transformed and improved. It takes some consideration, but you can change your self-oriented question into one that gets you the information you need without jeopardizing your chances of winning the client’s business.

The Pitfalls of Qualifying Questions

Lead qualification can cause problems for you. You want to know if your client has a budget, if the person sitting across from you has decision-making authority, if they have a need, and what their timeline is. These questions come together to form the BANT method of sales. You could ask these questions directly:

• Do you have a budget?
• Do you have the authority to make this purchase?
• Is this something you need?
• What is your timeline?

Have you asked these questions in a sales call?

Once a salesperson tried to sell me something and asked these questions in this order. I wouldn’t recommend using BANT for qualifying your client. If you must ask questions, take a more artful approach.

In The Lost Art of Closing: Winning the 10 Commitments That Drive Sales, I recommend you begin by exploring the situation and creating value for your client. Then, you can move on by saying this: “It seems this is important to you. What will we need to do to secure the resources, and who will we need to involve in this initiative, including their time?” This is not only better than BANT, but it also condenses four questions into one.

Reframing Risky Questions for Client-Centric Success

Ask questions that help your clients instead of alienating them?

• Is price your only concern? There’s no need to ask this question in this form. Every buyer considers price. You’d be better off asking: “How important is producing the strategic outcomes you need?" Follow that with “Would you be willing to pay a bit more if it ensures those strategic outcomes?" In Eat Their Lunch: Winning Customers Away from Your Competition, you’ll discover the value of focusing on the client’s strategic outcomes. Your client isn’t buying a solution; they’re buying the strategic outcome.
• Are you the person I should be talking to? This question is almost certain to offend. A superior alternative would be, “Who else do we need to include in this conversation, and how can we get them to join us?”
• Do you have time for a quick chat? This phrase is what a timewaster might say. Enhance your ability to capture your client’s attention by offering value in exchange for their time. For prospecting, try: “I’m calling to ask for a 25-minute meeting to share our Q4 executive briefing. Regardless of the next steps, I’ll leave you with the briefing for you to share with your team.”
• What’s holding you back from buying now? This question is blunt. Address it more diplomatically by making it about the client, not your desire to secure their business. When a contact stalls, it’s often due to genuine concerns. To move forward, ask: “Before we proceed, I’d like to address any concerns you or your team might have.”
• Have you heard of us? Replace this self-centered query with something that offers value, such as “Can I share the four trends we’re tracking and their expected impact?”
• While we’re on the subject, let’s dismiss the question, “What’s keeping you up at night?” This question has been overused. More artful questions about the client’s challenges can be asked, especially if you already know the problem you intend to solve. “I’d like to share the four trends we’re tracking,” could be your opener.
• Do you want to think about it and get back to me? This question is a momentum stopper. If you notice a client stalling, try asking, “This decision is important. Can I share how we can ensure your success?”

Transforming Self-Serving Inquiries into Value-Driven Conversations

Any question that can be posed in a self-oriented manner can also be framed in a way that aids your client by adding value to the sales conversation. Your contacts have goals, and you’re there to help them succeed. Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative presents various strategies that will enable you to lead your clients, ensuring they decide to change with the confidence that they will see improved results. These strategies can improve buyer-seller relationships.

By aiding your client in achieving their objectives through your questions, advice, and recommendations, you create a preference to buy from you. Let your competitors ask questions that offend and alienate buyers and decision-makers.