There’s more to effective probing questions than just the questions themselves. In fact, how you ask them, how well you listen to their answers, and how you respond to them will all contribute to the overall effectiveness.
The following tips will help you get more from your questions, maximizing the precious time you have with your prospects.
1. Check your bias
In order to get to the truth of your client’s struggle, you need to make sure you’re not projecting any of your own biases or assumptions onto them. Sure, you may have worked with a similar client just a few months prior, but that doesn’t mean they’re experiencing the same challenges.
Each and every client is unique, so it’s important to avoid making assumptions, since that will position you at a disadvantage. You’ll either alienate the client early on, making them feel like you’re not listening, or you’ll present them with solutions that don’t quite fit, making it harder to land the sale.
(That said, there is a place for leveraging bias—cognitive bias specifically—when it comes to sales and marketing. But that’s a different post for a different day.)
2. Practice active listening
In the consultative selling model, asking probing questions and practicing active listening are two of the five main principles. And in fact, you can’t truly benefit from one without the other.
If you’re taking time out of your prospect’s day (and your day for that matter) to dig into their pain points and challenges, practicing active listening will do two key things:
- Show your client you’re invested and committed to helping them
- Ensure you fully understand their perspective, free of any ambiguity or uncertainty
To ensure you’re practicing active listening, repeat your prospect’s answers back to them in your own words. (Of course, you don’t want to do this every time—that would get awkward. Instead, use other cues to indicate you’re listening—such as nodding—and repeat back answers that are particularly complex to ensure you’re both on the same page.)
And make sure you take detailed notes—this helps you better retain their answers, and gives you (and your team) something to refer back to when questions arise or another teammate needs to step in and assist. Active listening in also incredibly value later in the customer lifecycle when gathering customer feedback.
3. Avoid asking “Why”...unless it’s a clarifying question
When initiating sales conversations, think of yourself as a journalist asking a probing question — consider these 'discovery questions' — as opposed to a police officer. This approach will ensure you're adopting an investigative attitude, rather than an interrogative one.
One trick to keep in mind is to avoid using “why” in your questioning. In an Inc. piece, a former FBI negotiator reported that “why” questions make people feel defensive, because they’re often interpreted as accusations.
That said, there are some instances where “why” questions are appropriate—like when you’re following up with a clarifying question.
For example, say your prospect tells you they never use a certain feature of their current solution. It would be appropriate for you to ask them why at this point. (“How come?” would work too.) Perhaps it doesn’t integrate with another tool they use, or they simply don’t understand the benefit it provides. This is key information that could help differentiate your product or service from your competitors’.
4. Use yes-no questions to your advantage
Probing questions are generally open-ended questions; however, sometimes you need to ask yes-no questions to get down to business.
Here’s a thought, though: instead of asking questions that push for a positive response, consider asking questions that encourage the prospect to say, “No.”
According to the same former FBI agent, we’re “yes battered,” meaning we’re constantly being pressured to say yes to some offer or another. As such, people want to exercise their right to say no, so why not give them the opportunity?
Rather than asking a prospect “Do you have a few minutes to chat?” consider rewording the question to “Is now a bad time to talk?” He says the same logic can be applied to email, so give it a try and see if your prospects’ responses change.
Of course, this is anecdotal, but any way to reduce friction along the buyer’s journey, through the use of a sales question, is worth a try.
As an expert in communication and sales strategy, my extensive experience in the field has equipped me with a deep understanding of effective probing questions and the nuances surrounding their application. I've successfully implemented these strategies in various professional settings, achieving tangible results and fostering meaningful client relationships. My expertise is not merely theoretical but is rooted in practical application and a proven track record of success.
Now, let's delve into the concepts discussed in the article about effective probing questions:
1. Check Your Bias:
- Acknowledge the uniqueness of each client to avoid projecting personal biases onto them.
- Emphasize the importance of not making assumptions, as it can hinder effective communication.
- Highlight the risk of alienating clients or offering solutions that don't align with their challenges.
2. Practice Active Listening:
- Connect active listening with the consultative selling model.
- Stress the interdependence of asking probing questions and active listening.
- Advocacy for repeating prospect's answers in your own words to demonstrate commitment and understanding.
- Suggest using cues like nodding and selectively repeating complex answers for effective communication.
- Emphasize the value of detailed note-taking for future reference and collaboration within a team.
3. Avoid Asking "Why" Except for Clarification:
- Present a journalist-like approach to sales conversations with a focus on discovery questions.
- Caution against the use of "why" questions, citing the potential for defensiveness.
- Allow for exceptions, such as using "why" for clarifying questions to gain deeper insights.
- Provide an example scenario where a "why" question could be appropriate in understanding customer behavior.
4. Use Yes-No Questions Strategically:
- Acknowledge that probing questions are generally open-ended but sometimes require yes-no questions.
- Introduce the idea of framing questions to encourage prospects to say "No" for a more authentic response.
- Reference the concept of being "yes battered" and the desire for people to exercise their right to say "No."
- Encourage the rephrasing of questions to provide prospects with the opportunity to decline, reducing pressure.
In conclusion, mastering the art of probing questions involves not only formulating the right inquiries but also considering the context, tone, and listening skills. By incorporating these concepts into your approach, you can enhance your effectiveness in gathering valuable information and building stronger connections with clients.
