Want to better influence the sales process from beginning to end? 

The secret lies in asking the right sales questions, not just talking about your product or service. Many salespeople believe that spending most of their time discussing and displaying their offerings is the best approach, but the truth is that telling is not selling. 

Selling is about helping the other person understand why they need to pay you to achieve their goals or objectives. The most effective way to reach that point is to ask questions.

Salespeople close more deals when they ask intuitive, probing questions based on customer needs, rather than just robotically pitch their product the same way they’ve done to hundreds of other people.

Treat your sales interactions as genuine conversations rather than one-sided, single-minded demonstrations. Imagine yourself as a supportive friend, aiming to understand your friends’ needs before suggesting a solution. 

Ask yourself, “If I needed to fully grasp this person’s situation before proposing a solution, how would I approach the conversation?”

A study done by Gong.io confirms that top-performing salespeople approach sales dialogues as conversations, not interrogations. They interject questions throughout the discussion based on the flow of conversation. In contrast, lower-performing salespeople tend to frontload questions in the first half of the sales conversation as if they’re making their way through a checklist.

The study also reveals that top-performing salespeople ask questions differently than their peers. Consistent with past research, there’s a strong correlation between the number of questions asked and conversion rates. Interestingly, conversion rates start to decline after approximately 14 questions, with 11 to 14 questions being the optimal range.

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Be genuine. Selling isn’t about building up a collection of "selling techniques” - it’s about building up lasting relationships with customers. Make sure whatever “technique” or “style” you use genuinely reflects who you are. 

The most effective sales conversations happen when you are authentic and true to yourself. 

People can easily detect disingenuous behavior, and nothing turns off potential customers more than a lack of authenticity. Even if your product offers perfect solutions, customers are not likely to open up or trust you if they sense that you are not sincere or genuine in your interactions.

Listen to this Outside Sales Talk podcast episode with sales expert Shari Levitin to learn how you can sell with authenticity and build trust with your customers!

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Ask open-ended questions. These types of questions demonstrate genuine curiosity, empathy, and a desire to understand customer needs and pain points. 

Open-ended questions also encourage people to share more, often revealing valuable insights that your competitors might overlook. 

Open-ended questions also encourage people to share more, often revealing valuable insights that your competitors might overlook. Instead of asking, “Are you satisfied with your current solution?” try asking, “What challenges are you facing with your current solution?” This not only provides you with more information, but also fosters a deeper conversation and connection.  

Some examples of effective open-ended questions that fit most industries could include: 

“How do you envision your company growing in the next few years?” 

“How do you envision the ideal solution?” 

“What goals are you hoping to achieve with this new solution?” 

Check out our guide that will help you develop empathy with your prospects!

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Try to balance asking questions with providing insights. Remember, the more your customers talk, the better you understand their needs. But they’re also looking for your advice and solutions for their needs. Make sure you balance these needs. 

Remember the importance of the SCARF Model in growing sales: if customers feel that you are dictating or leading their actions, their sense of autonomy, status, and fairness decreases. As a result, they may ignore your suggestions or resist them.

Think about how you present your information to your customers. Do they feel in control, or do they feel pressured into making quick decisions? 

For example, if selling to someone in the medical field, instead of saying, “It would be wise to implement this immediately; you can’t lose!” try, “Based on what we’ve discussed, one option could be adopting this medical device, as it’s been shown to improve patient outcomes by 20%. How do you feel about that?” 

Respecting customer status and autonomy while still providing good advice goes a long way in creating win-win business relationships. 

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Fact: mastery comes through practice. 

Everyone practices and progresses differently, so take some time to discover the most effective ways for you to practice your listening skills.  

Remember, listening is not a skill that’s only used only in your sales interactions. You might notice a huge improvement in your other relationships when you become a great listener. People crave being heard and understood. This applies to everyone around you, not only your sales prospects. Start by practicing active listening during everyday conversations with friends and family, and you will soon see the positive impact it has on your interactions.

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You might remember a time when a suggestion from someone made a significant difference to your sales approach. Seek out similar interactions regularly. Talk to your peers and leaders, find a mentor, and consider coaching. These interactions can help you win more customers and sell more. The more you grow as a person, the more you grow as a salesperson.

Learning the art of empathetic listening and powerful questioning is the key to successful sales conversations. Telling is not selling. Speak less, listen more, and harness the power of questions to win sales.

The best salespeople not only understand the importance of the art of listening, but also the art of organization. Continuously improving your skills and sales tools is part of nonstop learning. For instance, outside salespeople are driving 20% less and selling 22% more by using Badger Maps. This powerful tool helps sales reps optimize their routes, save time on the road, and spend more time selling.

Badger Maps allows you to customize fields to capture detailed customer information, ensuring each interaction is personalized. The average team of 10 reps generating an additional 936k in their first year of use. 

The app also mobilizes your CRM, granting instant access to crucial customer data as you work your territories. This feature enables teams to track customer preferences, needs, and check-ins, ensuring exceptional service that exceeds expectations. Adopting Badger Maps has been shown to increase CRM usage by 50% among field sales teams, enhancing overall productivity. 

What’s more, Badger Maps offers seamless two-way, real-time integration with leading CRMs like HubSpot, Zoho, Salesforce, Microsoft Dynamics, Insightly, and more. 

Incorporating Badger Maps into your routine can significantly enhance your sales productivity and effectiveness. 

Never stop learning, and always look for ways to refine your approach. 

Sign up for a free trial today or schedule a demo to see how you can improve your sales processes with this route-planning app!

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The power of asking meaningful questions stems from active, empathetic listening. When you’re listening, you’re not only making real connections with people but you’re also learning about their unique situations. Listening helps you design correct solutions for each customer and build trusting, long-lasting relationships.

Salespeople generally pride themselves on their ability to speak persuasively, often overlooking the importance of active listening. Because listening can be perceived as a passive aspect of communication, many feel that being the speaker means being in control. Unfortunately, this is not an effective approach. 

Gong.io’s study also shows that top salespeople listen more and speak less. Failing to listen effectively to customers means you miss opportunities to build trust and rapport, uncover their true needs, and demonstrate understanding of their world.

Top salespeople forgo rigid scripts and agendas, and instead truly listen - not only to the words, but also to what isn’t being spoken. Top-performing salespeople excel in discerning emotions, tones of voice, facial expressions, and body language. This attentive listening can make a huge difference and encourage customers to open up more and reveal their genuine needs. This fosters trust and commitment throughout the sales process.

Because remember, selling is not a "one-size-fits-all" process. Your customers not only have different challenges, needs, and visions, but also different budgets, decision-making procedures, and implementation processes. Every sale should be designed and customized to fit the individual needs of your customer. There is only one way to discover their needs - by asking questions.

Again, however, this doesn’t mean following a scripted checklist of questions. 

Instead, focus on asking high-quality, thought-provoking questions based on what your customer is saying. The more your customers talk, the better you understand their needs. But truly listening to them is key. When people feel heard and understood, they develop positive feelings towards the listener - you. These positive feelings greatly increase their likelihood of wanting to buy from you.  

“Stop and listen to what their answer is, versus thinking, “What am I going to say next?” advises CEO Roger Martin. Listen as he teaches why active listening is a top sales skill in this Outside Sales Talk podcast episode.

Mastering the art of asking questions and active listening are essential skills for any successful salesperson, regardless of industry. 

By approaching sales conversations as genuine dialogues, maintaining authenticity, and balancing inquiry with advice, you create meaningful connections that foster trust and commitment. 

Remember, selling is not about clever memorized scripts or pushing superior products - it’s about understanding and addressing the unique needs of each customer. 

Speak less, listen more, and let your questions guide you to uncover customer insights that will help transform your sales approach, close more deals, and cultivate a loyal customer base.

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