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Recently I was working with a group of sales managers. We were discussing the importance of asking good, well-formed, insight-producing questions. Together we made a list of questions that would create good productive dialog between a sales executive who was exploring a potential business opportunity with a potential customer.
A few hours later we were discussing the importance of sales executives being prepared for client meetings. I asked the sales managers what they do to coach or help prepare the sales executives. Here are some of the things they said:
“I want to hear the value proposition.”
“I review their presentation, aka slides.”
“I want to hear their opening statement.”
“I like to hear their ‘Why buy from us?’ reasoning.”
Just today I was working one-on-one with a sales executive and his sales manager to prepare for an upcoming client meeting. I was sent a call plan and a slide deck. In the call plan the opening statement was outlined, as well as what they planned to say in the meeting. The slide deck contained 12 slides in all, with not a single mention of the client.
What do these two situations have in common? Not an ounce of energy was put into the questions the sales executive will ask. If questions are the key to understanding the client, and our understanding is key to winning, then why do we leave the questions to chance?
Here is a practice I like—identify the 3 to 5 key questions that are most important for a particular meeting. Well-thought-out questions often require well-thought-out answers, so send those questions to your client in advance of the meeting. Like magic, I’ll bet both the sales executive and the client will be prepared for a rich, high-value discussion.
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