Learning about your prospects is not just about asking the right questions. It’s also about listening to the answers and directing the conversation. By actively listening and building on each question to clarify and gain additional information, you demonstrate that you are actively engaged in the dialogue. If you’re simply waiting to ask the next question, you’re not listening and you may miss critical information that the customer is willing to share with you that could affect your ability to make the sale. A dialogue with your customer is not an interrogation. It is a conversation, or series of conversations.
Asking questions of your prospects paints the landscape or context for you to describe, demonstrate and deliver your capabilities, differentiators, and business models in a way that will enable you to be successful, gain their trust and win the sale.
Developing a dialogue with your prospect and learning to ask the right questions is fundamental to developing trust and rapport with these prospects. It will enable you to move from pitching products to prescribing customer-specific solutions. The key to your success lies in your ability to listen and understand what the prospect tells you, and to effectively move the sale forward with each and every conversation.
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