5 Top Tips for asking questions to overcome sales objections
Overcoming sales objections is a crucial aspect of the sales process, as it directly impacts the likelihood of closing deals and achieving success. Asking strategic questions is an invaluable tool for overcoming sales objections. Jeffrey Gitomer, a renowned sales expert and author, emphasises the significance of questioning prospects in order to uncover their true concerns and foster productive conversations.
- Utilise open-ended questions:
These are the cornerstone of Gitomer’s approach to addressing objections. They encourage prospects to share their thoughts, concerns, and opinions by requiring more than a simple “yes” or “no” response. Begin with words like “how,” “what,” “why,” or “could you please explain.” Focus on the prospect’s needs, objectives, and challenges and refrain from leading questions that may bias the prospect’s response. Carefully listen to the prospect’s answers to identify underlying concerns or objections.
Examples include:
– “What challenges is your business currently facing?”
– “How does this issue affect your team’s performance?”
– “Why is resolving this problem important to you?”
- Ask probing questions:
These are meant to delve deeper into the prospect’s concerns, revealing the true nature of their objections. Gitomer encourages sales professionals to use probing questions to better understand the prospect’s reservations and determine the most effective way to address them. Focus on the prospect’s concerns and ask questions that prompt them to elaborate on their objections. Use follow-up questions to explore specific aspects of their concerns or objections and remain empathetic and non-judgmental when asking.
Examples include:
– “Can you provide more details about the specific issue you’re encountering?”
– “What strategies have you previously employed to address this problem?”
– “What would be the ideal outcome for you?” - Master the art of silence:
Gitomer emphasises the strategic importance of utilising silence. Allowing for moments of silence after posing a question can encourage prospects to share additional information and provide deeper insights into their concerns or objections. After asking, patiently await the prospect’s response, even if it takes several seconds. Resist the urge to fill silence with further questions or comments and maintain eye contact and attentive body language to demonstrate your interest in the prospect’s response.
- Pose hypothetical questions:
Hypothetical questions can effectively address objections by encouraging prospects to consider alternative scenarios or solutions. Gitomer suggests using these to help prospects envision the benefits of your product or service, thus overcoming any lingering reservations. Frame questions to prompt the prospect to imagine the positive impact of your offering. Be realistic and avoid exaggerating potential outcomes and use hypothetical questions to explore the prospect’s decision-making process and identify potential obstacles.
Examples include:
– “If our solution could help you achieve your desired outcome, what impact would that have on your business?”
– “What if we could address your concerns while offering a solution that meets your needs?”
– “How would your team’s productivity change if this issue were resolved?” - Engage in active listening:
Active listening is crucial when it comes to overcoming objections. Gitomer stresses the importance of attentively listening to prospects, which involves giving them your undivided attention, acknowledging their concerns, and asking clarifying questions.
