The Issue: Developing An Effective Probing Strategy

The following vignette illustrates one very effective sequence of diagnostic questions. We'll look in as the sales person (S.P.) has progressed to the Fact Finding segment of a sales interview. His/Her call objective is to probe to diagnose the prospect's need for a new "system." Adapt the model to your own product/service.

To clarify the importance of each question, I'll comment about it in the concluding section.

S.P. "As you reflect on your present system, are you completely satisfied? "

Prospect: "Not really; it doesn't have enough output capacity."

S.P. "How does the lack of capacity impact you?"

Prospect: " In order to make and ship products on time, we exceeded our overtime budget by 15% last year."

S.P. "That's a lot of expense. Is it your intent to take steps to correct the situation this year?"

Prospect: "We will do whatever is necessary."

S.P. "It sounds like minimizing overtime is a goal you are committed to. Am I right?"

Prospect: "Absolutely!"

S. P. When you say 'whatever is necessary,' does that include replacing your present system?"

Prospect: "Yes."

S.P. "Beginning today, what is the most important first step you want to take?

Prospect: "I want to have a qualified person assess our current system and give us an honest report concerning our future needs."

S.P. "Why is that #1?"

Prospect: "We have a major expansion plan beginning soon."

S. P. "Sounds exciting! Tell me about your plan."

1. Completely Satisfied? (Great opening question! Prospects are rarely completely satisfied with anything they own or use. Continue questioning to determine if your product/service will provide greater satisfaction.)
   
   
2. How does that impact you? (If a currecnt or future deficiency doesn't have a major impact on them, buyers will feel indifferent toward your solution.)
   
   
3. Is it your intent . . .? (Question #3 and 4 help you determine the priority your solution will occupy in the prospect's mind.)
   
   
4. Is that a goal/committed to? (See #3)
   
   
5. Beginning today, . . . you want to take ? (Today suggests urgency to the prospect. That is important. Also, until prospects want to, they will resist taking actions that lead to a sale.
   
   
6. Why is that #1? (The answer to this question will speak volumes about a prospect's level of motivation.)
   
   
7. Tell me about . . .? (The Elaboration Probe is the most effective question to encourage prospects to describe fully their problems or plans.)

After your salespeople have practiced this sequence 10 times with a partner, they will use it confidently and fluently during sales interviews. The benefits of increased productivity will be theirs for life.

During a dreary winter in a down economy, selling habits can become sluggish and ineffective, and salespeople may feel demotivated. Spring is the perfect time to clean up your staff's selling skills and increase their desire to get back on top of their game. Call to discuss areas where we may become your "cleaning help," and move your staff toward World Class productivity.

Advanced Listening Skills and Dealing With Price Objections are two of our most effective sales rejuvenators. Let's discuss them soon.

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