Closed Ended Questions Are Not to Be Ignored

In sales, the emphasis on asking open ended questions continues.  Salespeople are discouraged from asking closed ended questions as this type of questioning fails to provide additional fact finding information. But is that really true?

closed-ended-questionsLast week I spoke at a conference for consultants and executive coaches,  My presentation focused on several marketing skills taken from the book To Sell Is Human by Dan Pink.  All of these skills centered around sales prospecting from the one word equity to the question sales pitch to the Pixar Story.

One of my sales pitch questions is “Are you where you want to be?” Immediately I heard from several attendees “that is a close ended question.”  I agreed with them. They in turn said “you are supposed to ask open ended questions.”

For me, a close ended question establishes a simple benchmark from which to begin asking open ended questions.  It is an indirect assessment question.

As the sales conversation continues through ongoing meetings, this type of questioning also provides the opportunity for what some call “mini-closes.”  For example, I ask “Can we have agreement, this is what I just heard?” I then repeat what I just heard. Usually the sales lead will say yes and sometimes I may have misheard what was said or the sales lead realized he or she was unclear in his or her communication. This creates additional opportunity to establish your credibility and ensure you are not walking down the wrong fact finding path.

Without closed ended questions, the salesperson could be wasting time and losing opportunities. He or she may lose a sales because of the continued focus on open ended questions.

The focus on open ended questions reminds me of the person digging in a hole.  The first action to take is to stop digging.  My sense is sometimes salespeople through open ended questions dig themselves into very deep holes.

If you want some guidance in improving your sales conversations, then reach out to me, Leanne Hoagland-Smith, at 219.508.2859 TEXT or mobile (Chicago USA time) or click HERE to schedule a quick call.

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