Questioning The Client

Keep these questions crisp, open-ended, and void of content, so that you don't "lead the witness."

The customer's stated objections are often just the tip of the iceberg. They may not be expressing all their concerns, or may be masking their true objections. To get to the bottom of their concerns, you need to start asking questions. Keep these questions crisp, open-ended, and void of content, so that you don't "lead the witness."

For example, if a client voices a general objection, don't ask, "Is it the price?" This will succeed only in making them suspicious of price -- you have given them another reason not buy! Instead, try something like: "Could you be more specific?" This will encourage the customer to elaborate without giving them new reasons to object. Similar customer phrasings include:

• "Would you please elaborate?"
• "Can you say a little more about that?"
• "How come?"
• "I'm not sure I understand. Could you clarify?"

ACTION POINT: Don't go too far in expressing your desire to work with a prospect--it can work against you.