The six best questions you can ask your customers
By Paul S. Goldner

I always say that selling is like an Olympic sport. Imagine that you were competing in the next Olympic games. How would you prepare?

Top athletes prepare four years or more. In sales, it is crucial that we are prepared in much the same way as our Olympic counterparts.

Asking certain targeted questions maximizes your sales ability. Remember, sales success starts with customer needs, and you can’t succeed without thoughtful preparation.

1. Background question. The first question that I always ask when meeting customers and prospects is: “What are you doing now in the area of (insert your product or service)?” If it’s an account you’re working with or have visited in the past, this is a good question to ask, since a number of months may have gone by since your last visit. If it’s a new account, this question allows you to begin gathering information.
2. Account penetration questions. Next, look for ways to either penetrate the account or expand the relationship: “Given what you’re doing now, are there areas for improvement?” and “What are your future plans?” Why ask these two questions? Because your goal is to give customers or prospects something they need but don’t already have. A positive answer to either or both of those questions will reveal a need that your product can fill.
3. Value management question. Be sure to ask “What’s important to you in a relationship with a company like ours?” I believe that sales is the successful management of customer perceptions. The first step in managing customer perceptions is to understand them. That’s the goal of your value management question. You will learn whether the customer values low price, reliable delivery, quality construction or any of the other variables that affect a sale.
4. Decision-maker question. Most of us have tried to close a sale, only to be rebuffed by a buyer who says your proposal must be taken to “the committee.” It’s very difficult to sell if you don’t have all the decision makers at the table. It’s also tough to negotiate. Save yourself a lot of time and effort by asking the customer one simple question: “Who else will be involved in the decision-making process?”
5. Your last question. We have now asked the customer important questions. And you’ve learned a lot. But don’t stop asking yet. The final question I always ask ensures I’ve covered all of my bases. I conclude every meeting by asking: “Is there anything else I need to know—or you’d like to tell me—to make our relationship as successful as possible?” That gives the customer one last chance to talk about a need that you have yet to uncover with the line of questioning outlined above.