Chapter 30: Using Questions to Close the Sale

Main Idea

• Persuade prospects to take action by asking questions that lead them to a self-originated conclusion.
• This creates internal pressure, which is powerful.

Key Techniques

Socratic Method

• Make an irrefutable statement.
• Ask a series of questions based on that statement.
• Conclude with a question that forces the desired response.
• Used by successful trial attorneys.

Selling is Asking, Not Telling

• Skill of asking questions is vital but often neglected in sales.
• Importance of asking questions illustrated by comparing a 6-year-old child to a college graduate.

Types of Questions

1. Assumptive Attitude
2. Imagination and Impending Events
3. Situational Adaptation

Example Questions for Real Estate

• "Where would you place the sofa in this room?"
• "Would you prefer Johnny's bed against the wall or in the center?"
• "If this house had only this view, it would merit consideration, wouldn't it?"

Setting Up a Closing Situation

• Use historical quotes to create urgency.
• Example: Discussing decision-making with a business person.

Kevin's Exponential Insight #16: Ready, Willing, and Able

• Ready: Prospect has a need.
• Willing: Prospect has a desire to buy.
• Able: Prospect has the financial means.
• Focus on target audience, not just warm bodies.
• Qualify prospects to avoid wasting time on non-buyers.

Identifying Prospects vs. Suspects

• Prospect: Capable of making a decision and has a need, desire, and financial capacity.
• Suspect: Just a name; might not have the above attributes.

Effective Question Closes

• Use specific questions to guide prospects toward a decision.
• Examples:
  • "Would you prefer delivery today or next week?"
  • "Would you like this in green or does red appeal more?"
  • "Do you need to consult with anyone else before placing the order?"

Questions for Investments

• Determine the prospect's investment style and risk tolerance.
• Examples:
  • "Are you investing in the stock market currently?"
  • "Are you seeking capital gains or income?"
  • "What does your portfolio consist of?"

Assumptive Question Close

• Used in real estate and other industries to direct prospects toward a specific choice.
• Example: "The other suite is the one you want, isn't it?"

Choice Close

• Offer two options to help the prospect make a decision.
• Example in retail: "Would you like the five-piece or seven-piece setting?"

Involvement Procedure

• Get the prospect to participate in the decision-making process.
• Example: "If I show you something that could save you money, are you in a position to act now?"

Emotional vs. Logical Questions

• Avoid asking "What do you think about this?"
• Ask "How do you feel about this?" to appeal to the emotional brain.

Tie-Down Close

• Technique perfected by Doug Edwards.
• Respond to a prospect's question with another question to tie them down.
• Example: "Do you want it if it comes in green?"
• Use contractions for emphasis (isn't, shouldn't, won't).

Permanent Customer Close

• Approach to make long-term customers.
• Example in retail: "Is the suit for a special occasion or to blend with your wardrobe?"

Summary

• Asking questions is critical for closing sales and making long-term customers.
• Use the right questions and voice inflections to effectively close deals.
• Avoid aggressive questioning; always get permission first.
• Example: "Do you mind if I ask you a few questions to determine how we can help you?"

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Key Takeaways

• Master the skill of asking questions to drive sales.
• Focus on emotional engagement with questions.
• Involve prospects in the decision-making process.
• Use specific closing questions to guide prospects toward a purchase.