Asking the Right Questions

By asking questions, you control the content, pace, tone, and direction of the persuasion situation. 

Persuaders also use questions to engage audiences in a dialogue about their proposals.  In fact, questioning counts among persuaders' most effective tools.  Why?  many people enjoy answering questions.  Having someone care about what they think makes them feel important.   But the urge to answer questions also springs from the fear that others will look down on them if they avoid or can't answer a question.  By asking questions, you control the content, pace, tone, and direction of the persuasion situation.  You also determine which issues do--and don't--get discussed.

What kinds of questions best activate a listener's self-persuasion mechanism?  There are several types you can employ:

Disturbing questions get at the heart of your listeners' greatest concerns or problems.  for example, suppose you're selling a parcel-tracking software system to a courier firm that's experiencing problems with lost and delayed parcels.  You might ask your potential customer questions such as these:

"How much unproductive time does your staff spend locating lost parcels?"

"What effect is this problem having on your reputation with your clients?"

"Could this problem slow down your proposed expansion into new markets?"

These queries increase the magnitude of the lost-parcel problem in ;the customer's mind.  They make the solution you're proposing more attractive and make the listener more willing to pay a premium to solve the problem. 

ACTION POINT:  Use disturbing questions to get at the heart of your listeners greatest concerns.