The Magic Question
Wouldn’t it be nice if you could wave a magic wand and find out why prospects are buying from your competitors? Or better yet, find out what you can do better than your competitors, so you can win the business?
There are questions you can ask, that are almost as good as waving a magic wand.
A few years ago I saw someone get an answer I didn’t think it was possible to get. An eight-year-old child – Mary Kate – who is an “A” student, was asked the question: “What is your favorite subject in school?” Without hesitation she answered “I like them all. I don’t have a favorite subject.”
So, that was that, right? Mary Kate likes all subjects in school. She said she doesn’t have a favorite. She looked and sounded very positive about liking all subjects equally. That could have been the end of the conversation.
But then this question was asked:
“If you did have a favorite subject, what would it be?” After thinking for a few seconds, she answered very definitely: “Math.”
Uncover the Real Answer
The second question was what is known as a high-gain question. High-gain questions can get information that is otherwise difficult to get.
In sales, there is a lot of information that can help the sales rep learn how best to present products, services, benefits and results to the prospect, in order to win the business. One bit of information that would help is the answer to this question: “What is your current supplier not doing or providing, that you wish he would do or provide?”
(In other words, I can probably get your business by doing or providing what your current supplier is not doing or providing if only I knew what it was.)
You could ask the question exactly that way. But would you get a thoughtful and complete answer? Probably not. There is another way to ask, and it is one of those magic high-gain questions.
The High Gain Question
If a prospect tells you he is very happy with his current supplier, maybe he is happy because ordering from this company has become a habit. It could be that they have never thought about buying somewhere else – even if the prospect is unhappy about some aspect of the current vendor’s service. They might not have considered changing suppliers because changing – to some people – is perceived as requiring too much effort. Asking a high-gain question causes the prospect to think. You can respond to the “I’m happy with my current supplier” objection by starting out with a “cushion” statement like: “I see or I understand,” or: “I can understand and appreciate that kind of loyalty.” Then ask the high-gain question: “How would you rate your current supplier, on a scale of one to ten, with ten being the highest?”
Important: After asking this question, don’t say a word until the prospect speaks.
Very few people answer “ten” to this question. But if they do answer “ten,” you know they are not open to changing suppliers now.
Let’s say they answer “Seven.” Your next question is:
“What would it take to make them a ten?”
This question causes the prospect to focus and give you a more specific answer, just as Mary Kate focused and realized that math is her favorite subject.
Very important: After you ask this question, don’t say a word until the prospect answers.
The answer to this question will tell you exactly what you can do to win new business you are not getting now.
About The Author
Ann Barr is a telesales marketing success coach with a passion for teaching. She loves helping people who are starting out in new telesales careers and working with experienced sales reps who are looking for new ideas and tips. In addition to presenting monthly e-classes, she writes and edits direct-mail marketing letters and emails for clients. Sign up today for Ann’s free Weekly Sales Tips and get marketing tips and ideas to increase your sales!
4 Responses to “The Magic Question”
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