Questions

By
Gilad
G.
Gilboa
The K A S H Consulting Group International
How to sell like a professional, even if you think you are one

QuestionsGilad G. Gilboa The KASH Consulting Group International 2

Gilad G. Gilboa The KASH Consulting Group International 13Questions
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Gilad G. Gilboa The KASH Consulting Group International 14Questions

 If You still think that selling is telling – It is not!
 It isn’t what you say and it isn’t how you say it, It’s
what you ask!
 Most of the selling is happening when the
customer is doing the talk!
 Ask – Ask again – Ask twice…….Then……..Shut up
and listen!
Are you ready to consider another way of Selling?

A goal that we set
for ourselves to
gain agreement
from the customer
that moves the
sales process
forwards.
NO COMMITMENT
OBJECTIVES
NO SALES CALL !
(Prelude X ) Commitment objective
Examples: You want him
to……..
• …agree to let you present
a proposal , and you want
to do this in a meeting
where other decision -
makers are present.
• …test your product.
• ...give you all the data
needed in order to prepare
a proposal.
• Ect…
(This take place before the sales call begin)
You never abandon the goal of
getting the customer to agree
to take some action.

In order to close a sale, you should first “Open” it.
When it’s done properly, the questioning process open the customer mind.
The level of trust
between you and the
prospect is the
ingredient that makes
the rest of the sales
process possible…..
(Act 1) Building Trust & mutual respect
Developing personal relationship

The negotiation, first and
foremost,
is not about the numbers or the
terms or the dates.
It's about developing personal
relationship of trust & mutual
respect.
Before You can Talk about
your company and or
product in a way that
really matters to a
potential buyer you have
a lot of listening to do.

10% - Rapport
20% - Qualification
30% - Presenting
40% - Closing

40% - Building Trust
30% - Identifying
Needs
20% - Presenting
Solutions
Company &
Product
10%
Confirming &
Closing

 In order to build trust and develop personal relationship we use open –
ended questions. Not by talking about what interest you! but rather by
asking the best questions revealing interest in your prospect and
listening with interest to what he have to say.

 Asking questions…..lets you establish that you’re a good listener and that
you’re genuinely interested in helping the client find solutions to his
needs.
 Asking questions…allows you to identify and clarify the best targets to
aim at when you present your company and product – The need that let
you differentiate yourself from competitors by selling a solution not a
commodity.
 Asking questions……enable you to leverage the emotional side of the
buying decision by further zeroing in on high- yield needs – the one that
have the greatest urgency to the client.

1. The open – ended question 2. Closed - ended question
Are
Will
Have
Did
Aren’t
Didn’t
Won’t
What
When
Where
Who
How
Why
It demand an expanded answer It is answered with a yes or a no

1. The negative answer question
This is when a “no” mean a “yes” to your
proposition.
“ Are you happy with your existing system?”
A negative answer is a positive step for you

“
“ Why are you saying that ?”
“ How do you feel about that ? “
“ Do you think this would be better than what you are currently
using ? “
“ In your opinion, is this the best choice of product to solve this
problem ? “

 It’s not less and maybe even more important that the salesperson
understand the customer needs than that he understand the
salesperson’s products or services.
 Ask open – ended questions and listen carefully to
their answers.

 You begin with a question designed to identify a broad or
general need.
 You follow up with a question or a series of questions that
uncover specifics needs.
 Then you can use what Is called “leverage” questions ( Open –
ended questions that uncover high – yield needs).
 Leverage questions not only clarify the most urgent needs,
they also make those needs even more urgent in the buyer’s
perception.

“ Will you be making a decision within two weeks ? “
“ Do you like what I’ ve shown you ? “
“Are you getting the kind of results that you expected ? “

Sell your Company Sell your Product
Describe its
reputation and
its capacity,
based on the
specific needs
that you and the
customer have
agreed upon.
Present your
products or
services in a
way that they
would address
the key needs
agreed.

You have to
demonstrate the
ability to deliver a talk
that will create a
bridge between fact-
finding and the
presentation of your
product, exhibiting
prospect’s recognized
problems and
uncovered needs.
Preferred
Technique used by
High Achievers
They translate
features into
benefits!

Your job is to be the low risk
provider, not necessarily the
low – price vendor.
The critical factor: Risk
There are four main factors
that contribute to the
perception of risk in the mind
& heart of the customer.
 The size of the sale.
 The number of people who
will be affected by the buying
decision.
 The length of life of the
product.
 Unfamiliarity with you, your
company, product & services.

You struggle with objections,
Including and especially to
pricing, on a daily basis.
You lose business because
prospects get stuck on price, or
another unanswered rejection.
Your pricing will never satisfy
everyone.
Are you presenting your
pricing information too soon?
A price of ten dollars or ten
thousand can scare your
prospects away if you give it to
them too soon.
After prospects have defined
the value of the service or
product they're interested in
and can see themselves using
it, then you present price.

 The majority of purchases
are ultimately based on
emotion.
 Your prospects buy your
products and services for their
own reasons, not yours.
 Getting their attention by
focusing your marketing on
their concerns.
 Use questions to bring their
emotional reasons for making
a purchase into the
conversation.
When you present the benefits
of your products or services,
do so in the context of your
prospects emotional interests.

To help prospects understand
the value of your services,
don't tell them; ask them.
Most people learn by putting
new ideas into their own
words.
Use questions to get prospects
to identify the ways they'll
benefit from your products.
Reasons prospects buy ( or not)
include:
fear, gain, comfort, security,
pride and personal satisfaction

Ask them what they want,
what they are looking for, and
how they expect to benefit.
Get your prospects to define
their aspirations and
objectives for their purchase.
These questions actively
engage your prospects. By
describing the benefits they
are looking for they begin to
imagine how much better off
they'd be with your products
and services.

Are
Will
Is
Have
Did
“ Will you be making a decision within two weeks ? “
“ Do you like what I’ ve shown you ? “
“Are you getting the kind of results that you
expected ? “

It is not the strongest of
the species that survives,
nor the most intelligent,
but the one most
responsive
to change.” Charles Darwin
39

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