A friend of mine was struggling with sales. He had the passion, the product knowledge, and the confidence but no results. He told me, “I say everything right, but no one ever buys.”
I offered to help.
He invited me to one of his client meetings. I watched as he launched into a 20-minute pitch. It was like a motivational seminar he explained every feature, every benefit, and wrapped it up with a bold call to action.
The client smiled, said they’d “think about it,” and we left empty-handed.
Outside, I asked, “Did you notice how much the client spoke?”
He thought for a moment. “Barely at all.”
“Exactly,” I said. “Sales isn’t about preaching. It’s about listening.”
So the next day, I had him try a new approach. Before saying a word about the product, I told him to ask the client:
“What’s giving you the most stress in your business right now?”
That question opened the floodgates. The client talked, vented, and explained their pain points. My friend just listened. When the moment was right, he said, “Actually… I might have something that can help with that.”
Boom he closed the deal.
Afterward, he turned to me and said, “That felt way easier.
I smiled. “That’s because you weren’t preaching. You were connecting.”
Sales isn’t about delivering a speech. It’s about understanding a need and offering a solution.
Conclusion
Sales is not about preaching a product or service; it’s about engaging with your customers through meaningful dialogue. By asking quality questions, you open the door to deeper understanding, build trust, and ultimately deliver solutions that resonate with your customers’ needs.
The transition from a monologue to a conversation marks a significant shift in the sales paradigm one where the focus is on genuine connection rather than impersonal pitches.
As you refine your sales approach, remember that every question you ask is an opportunity to learn more about your customer and to build a relationship founded on trust and mutual respect. Embrace the art of asking quality questions, and watch as your customer engagements transform into lasting partnerships that drive success for both parties.
Focus on open-ended questions.They encourage detailed responses and give you insights into the customer’s thought process. Examples include:
- Can you describe the challenges you’re facing in your current process?
- What are the key objectives you’re aiming to achieve this year?
- How does your team currently handle [specific challenge]?
