Fresh out of college, Vaibhav was filled with excitement and ambition as he embarked on his career as a sales professional in a renowned organization. The prospect of helping customers and making a significant impact in his role thrilled him. As he stepped into his office for the first day, he couldn’t help but feel a mix of nerves and anticipation. The fast-paced environment and the high expectations of the sales profession quickly became apparent.
Despite his enthusiasm, he doubted his abilities and questioned if he had made the right career choice. He felt a dire need to have a mentor to guide him through the complexities of navigating the sales process that began to weigh heavily on him. He immediately called his uncle, Sivaranjan, a vice president in one of the major corporations, and expressed his challenges to his uncle.
They both set sail to navigate the uncharted waters of the sales realm and they have covered the following topics so far: the buying and selling process dynamics, the myths and facts about sales, the FAB model, understanding and meeting customer needs, the decision criteria in detail, and the art of probing.
Vaibhav, as we have understood the process of probing inside out and how important it is to uncover the customer’s pain points and motivations, it’s time to shed some light on the questions and their importance in a sales process. Unless you are a mind reader, you can only find out what your customers are thinking is to ask them. One highly regarded approach to asking them is the concept of probing. These targeted inquiries enable you to gain deeper insights into your customer’s needs, uncover pain points, and ultimately increase your chances of closing deals.
Let’s explore the world of probing, and their significant role in the sales success. Probing is designed to delve deeper into a customer’s situation, uncovering valuable insights that can accelerate the sales process. These questions allow you to gather critical information and understand the customer’s specific needs in order to present tailored solutions, said Siva.
Before getting into the topic, let’s have a look at some research and studies highlighting the pivotal role of probing in the sales process, said Siva emphasizing the word pivotal.
Based on the research published in the Harvard Business Review, the Journal of Marketing Research, and the the Journal of Personal Selling & Sales Management–customers perceive salespeople who ask more probing as more knowledgeable and helpful. These perceptions of expertise and helpfulness positively impact the customer’s trust in the salesperson, making them more likely to engage in a successful sales interaction.
Vaibhav, if you utilize probing strategically throughout the sales process, you can gather essential information and position yourself as the trusted advisor. These findings underpin the importance of developing probing question skills and incorporating them into sales conversations to achieve greater success, said Siva.
Uncle, getting to know the pivotal role of probing has piqued my interest in understanding them better and applying them in my sales pitch, said Vaibhav with excitement in his voice.
Let’s get going then, said Siva.
What Is Probing?
“A question you ask to gain a deeper understanding of what someone has just told you, allowing you to delve a little deeper and uncover the reasons and emotions behind what they have said.”
Probing can also be considered as ‘troubleshooting questions’ that you can ask customers. They are designed to encourage customers to provide detailed and insightful responses, enabling you to better understand the needs and tailor your pitch accordingly.
Vaibhav, there are two types of probing: open-ended and closed-ended questions, said Siva.
Open-ended questions
These questions are designed to encourage customers to provide comprehensive and detailed responses, allowing you to gather valuable information and gain a deeper understanding of the customer’s needs, challenges, and motivations.
The primary purpose of open-ended questions is to facilitate meaningful conversations and encourage customers to share their thoughts, opinions, and experiences. By using open-ended questions, you can uncover valuable insights and gather the necessary information to tailor your offerings and solutions to meet the specific needs of each customer, explained Siva.
Uncle, why do we empathize with using open-ended questions more, asked Vaibhav.
Here are the reasons to use open-ended questions:
Encourage Detailed Responses
They prompt customers to provide in-depth and thoughtful answers. They typically begin with words like “what,” “why,” “how,” or “describe,” which require the customer to provide more than a simple “yes” or “no” response. For example:
“What challenges are you currently facing in your business?”
“Can you describe your experience with your current supplier?”
Facilitate Exploration
They enable you to delve deeper into the customer’s situation, uncovering additional layers of information that might not have been initially apparent. By encouraging customers to explore their needs, pain points, and desired outcomes, you can gain a more comprehensive understanding of the customer’s situation. For example:
“How does the current process impact your team’s efficiency?”
“Can you elaborate on the specific difficulties you encounter when managing your inventory?”
Foster Active Listening
They require active listening on your part. By allowing customers to express themselves fully, you can actively listen to their responses, pay attention to details, and identify key areas that need to be addressed. This helps build trust and rapport with the customer, as they feel heard and understood.
Promote Engagement and Rapport
They create an environment of open dialogue and encourage customers to actively participate in the conversation. By inviting customers to share their thoughts and experiences, you can establish a rapport, build a stronger connection, and develop a deeper level of trust. This collaborative approach increases the likelihood of a successful sales outcome.
It means by leveraging open-ended questions strategically throughout the sales process, I can uncover critical information, address customer concerns, and position their offerings as tailored solutions to the customer’s specific needs. These questions empower me to engage in meaningful conversations, demonstrate my expertise, and ultimately drive sales success, confirmed Vaibhav.
Exactly, said Siva.
Close-ended questions
While open-ended questions are crucial for gathering detailed information and fostering meaningful conversations, there is also a place for closed-ended questions in the sales process. Closed-ended questions are those that can be answered with a simple “yes” or “no” or a brief response. These questions are useful for clarifying specific details, confirming information, or narrowing down options.
Here are some key reasons to use closed-ended questions:
Seeking Confirmation
Closed-ended questions are effective for verifying information or seeking confirmation from the customer. They can be used to validate specific details that have been discussed or to ensure that both you and customer are on the same page. For example:
“Do you currently use a customer relationship management (CRM) system?”
“Have you previously worked with a similar product or service?”
Narrowing Down Options
Closed-ended questions can be helpful when you need to narrow down the available choices or options. They enable you to guide the customer towards a decision by presenting specific alternatives. For example:
“Would you prefer the basic package or the premium package?”
“Is the delivery time more important to you, or is it the cost?”
Time Management
Closed-ended questions can be used to gather specific data quickly and efficiently, especially in situations where time is limited. These questions allow you to control the flow of the conversation and gather essential information in a concise manner. For example:
“Are you the primary decision-maker in your organization?”
“Would you like to schedule a demo for next week?”
Closing Techniques
Closed-ended questions can be employed as part of closing techniques to guide customers towards making a decision. By presenting a limited set of choices, you can help the customer move closer to a commitment. For example:
“Would Tuesday or Wednesday work better for you to proceed with the implementation?”
“Are you ready to move forward with this solution?”
While you take in all the information I just shared with you, it’s important to note that while closed-ended questions serve their purpose in the sales process, relying solely on them can limit the depth of the conversation and hinder your ability to uncover important insights and establish a rapport with the customer. Therefore, a well-balanced combination of both the questions is often the most effective approach for successful sales interactions, said Siva.
By using closed-ended questions strategically alongside open-ended questions, I can gather specific information, confirm details, guide the conversation, and move the sales process forward. This balanced approach allows for efficient and effective communication while still ensuring my understanding of the customer’s needs and preferences, said Vaibhav thoughtfully.
Yes, Vaibhav, this is the way you should approach your customers, added Siva.
Now, shall we proceed towards the impact of probing on the sales process, asked Siva.
Vaibhav nodded his head.
Role Of Open And Close-Ended Questions In Sales Success
Vaibhav, open-ended questions act as the main sail, capturing the wind and propelling the boat forward. Just as the main sail catches the full force of the wind, open-ended questions allow you to gather comprehensive information and harness the power of meaningful conversations. These questions create the driving force that propels the sales process, enabling you to navigate through uncharted waters, explore customer needs, and build strong rapport.
While, closed-ended questions function as the smaller sails or jibs on a sailboat. These sails are used for steering and fine-tuning the boat’s direction. Similarly, closed-ended questions serve a critical role in guiding the sales conversation and obtaining specific details. Like the jib sails that help adjust the boat’s course, closed-ended questions allow you to confirm information, clarify understanding, and guide the discussion in a focused manner.
A sailboat relies on the coordinated use of different sails to navigate smoothly, the sales process benefits from the strategic integration of both open-ended and closed-ended questions. Together, these questions create a harmonious synergy, much like the different sails working together to optimize the boat’s performance. The main sail (open-ended questions) generates momentum and gathers valuable insights, while the jib sails (closed-ended questions) steer and refine the direction of the sales conversation.
By understanding when and how to deploy open and closed-ended questions effectively, you can navigate the sales process with finesse and precision. As skilled sailors adjust their sails according to wind conditions, you will adapt your questioning techniques based on customer responses and needs, explained Siva with a metaphor.
In essence, the role of both open-ended and closed-ended questions in sales success is like the interplay of sails on a sailboat. It is the combination of these two types of questions that propels the sales process forward, steers it in the right direction, and ultimately leads to successful outcomes, Vaibhav said with understanding the metaphor.
Absolutely, Vaibhav, I like the way you grasp the concepts so quickly, said Siva with a smile on his face.
Thank you, uncle, it is because I learn from the best, chuckled Vaibhav and they both smiled.
https://www.callcentrehelper.com/probing-questions-improve-customer-service-150682.htm
https://www.hotjar.com/blog/open-ended-questions/
https://cpdonline.co.uk/knowledge-base/business/effective-questioning/#what-is-a-probing-question
https://cms.involve.me/blog/closed-vs-open-survey-questions/closed-vs-open-survey-questionsL.png
Written By: Jimmy Jain
Edited By: Afreen Fatima
Society of Design Thinking Professionals
