Court is back in session.  Everyone rise!

On Friday, we discussed the importance of asking carefully crafted questions during the sales process so that your prospect will almost lay your sales strategy out for you.

I asked you to make a list of five ways that your prospect’s life or business would become better as a direct result of what your product or service does for them. As you review your list, what questions would you ask anyone – even in informal conversation – that might get them to talk with you about their need for that particular item on your list?

For example, no one actually wants to buy a disability policy.  But everyone wants money coming in to them when they are missing work due to an accident or illness.  So I might ask:

  • “How important is your income to your family’s lifestyle right now?”
  • “If your income were to stop for 30, 60, or 90 days due to an accident or illness, what affect would that have on your lifestyle?”

Give them time to talk to you about their needs, and really listen. Then I suggest you confirm that need with another question similar to:

  • “That sounds like something you would certainly want to avoid, doesn’t it?”
  • “Having money in your pocket to pay for (needs expressed) would be a good idea, wouldn’t it?”

If I sold homes, my questions would get them to discuss their lifestyle and what fun or important things they like to do at home.  If I sold cars, my questions would get them to discuss what they will use their car for and what they like the most about driving.

Then tip the scales of justice in their favor.

Don’t immediately start telling your prospect how you can help them meet their needs.  Keep asking the questions until you get them to verbalize three or more needs to you.  Then show them how you can fill those needs – one at a time.

Picture the scales of justice in your mind.  Operate from the perspective that the transaction for your product or service is at best an even value proposition – but in most cases the prospect will assume that the value is more tipped toward you.  However, as you get the prospect to express their needs for what your product does, and then you show them how you can help them get what they want – the scale tips the value toward them.

One need met is okay.  Two needs met is better.  But statistically, three or more needs met will tip the scale so that they see real value to them that exceeds the price of your product or service.

When that happens – it is case dismissed!  Everybody wins!


What carefully crafted questions will get your prospect to have a conversation with you about their needs?