The Power Of Asking Questions

by Sid Walker

One of the approaches I have used for decades to help reps get their prospective clients more excited about working with them in the initial interview is to start out by asking more questions. Instead of telling prospective clients how great you are, start out by asking them questions. People actually think you are smarter if you ask questions about them rather than talk about yourself. I think that is an accurate assessment, you are smarter if you ask questions about your prospective clients rather than just talk about yourself!

Here is a surefire sequence of questions that will get your prospective clients thinking you’re a wonderful, caring, intelligent person and will be much more interested in what you have to say when it is your turn to talk about what you do.

After some small talk designed to break the ice and look for anything you may have in common to build rapport, ask questions like these…

1. Mr. and Mrs. Jones, in order for us to make the best use of our time, would it be okay if I asked you a few questions?
2. Generally speaking, where have you invested your money? Do you own real estate? (Do they own their home, what other real estate do they own.) What do they like about investing in real estate? Is there anything they dislike?
3. Do you own securities? Mutual funds, stocks, etc.
   What do you like about investing in securities? Is there anything you dislike about securities? (How about when the market goes down and you lose a bunch of money?)
4. How about life insurance, do you own life insurance? What do you like about owning life insurance? Is there anything you would like to change about your life insurance program?
5. Do you feel it is possible to become financially independent? (Wait for an answer which will be some form of yes.) If I could help you become financially independent would that be of interest to you?

(If they are obviously already financially independent you would change your question somewhat: “If I could help you maximize what you are doing with your money and minimize mistakes, would that be helpful to you?”)

Assuming the answer from your prospective client is some form of yes to the last question, you now make the statement: “Let me tell you a little about what people like about what we do…”

It works better to get permission to talk about subjects that were challenging for people to talk about. If someone says they are working really hard and not making the money they want to make, you don’t jump in and say, “I’ve got some great ideas on how you can make more money, let me tell you what they are.” Instead you take an approach that is more respectful and more permission –based.

You say, “I have had some experience in helping people with that issue, would you like to hear a couple of ideas that have worked for other people?” If the other person says, “Sure,” you have respectfully included the other person in the process and prepared him or her for the discussion to follow. What usually happens when you treat people with this level of respect is that they feel a increased degree of safety in talking with you. You have demonstrated you care about them and don’t want to start into a conversation they are not ready to have.

In a sales interview, ending with a question is one of the most powerful communication tools I have ever run across. It is so powerful, it deserves more discussion that I have room for here, but we can get started. One of the easiest ways to end whatever you are saying in a question is to ask the other person if they agree or how they feel about what you have said. Maybe you are giving your version of the best investment philosophy or maybe you are on your soapbox about permanent life insurance. The most important thing to do at the end of that oration is to say, “Obviously, Bob, I feel strongly about this. But what is really important is how do you feel about it?” Two wonderful things happen here. First, the client feels included in the conversation because now it is his turn to have an opinion and, second, you get to learn how the client really feels which is invaluable!

ACTION TO TAKE: Practice turning whatever you typically make statements about into questions. This takes some extra thought. I have given you the easiest way to do this which is to ask your clients what they think or how they feel after you have given your perspective. Another way to practice turning statements into questions is instead of telling your clients what to do, give them a couple of options and ask them which they would rather do. The hardest part is to catch yourself before you make the statement and then turn it into a question for the client.

You will find your prospective client much more attentive to what you have to say about what you do for people since you have already demonstrated your ability to listen to them!

Sid

Sidney C. Walker & Associates

5150 E. PCH Ste 520; Long Beach CA 90804

562-985-3297

562-985-3152 fax

Toll-free: 877-985-3297

sid@sidwalker.com

http://www.SidWalker.com/ (Coaching Information and Purchase Products)

http://www.SellingWithoutWrestling.com/ (Membership Coaching & Training Website)

http://www.TrustYourGut.info/ (Book Website)

• 30 years as a full-time coach…
• Coached 2,500+ Financial Advisors — many industry leaders…
• Consultative, relationship-oriented selling style…
• Author of numerous publications on: how to quickly establish client
trust, how to get more client commitment, and how to develop the
confidence to prospect for bigger clients, how to build your practice based on
your unique style and strengths…

Sales Performance Coach - “Champion of the low-key approach.”

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