“ When you sell through questions , you help them come to conclusions on their own . Prospects will always believe themselves more than they ’ ll believe you .” - Ray Green
salesperson is more effective in pulling out the prospect ’ s emotions , like fear and anger , they ' re going to win the deal .
Asking The Questions
The key to finding the pain is asking open-ended questions , allowing the prospect to fill in the gaps themselves .
She Said : After you ’ ve learned how the prospect uses technology , transition with a soundbite , like : “ I appreciate you answering all my questions ! I have a better understanding of how you ' re using technology to run your business . Now I have a few other questions ; can you tell me more about the specific IT problems you ' re having ?” Then leave it at that .
You may know what the prospect ' s problem is , but you want them to fill in the gaps . Once they tell you the first problem , ask , “ Why is that a problem ?” Don ' t assume you know the answer ! MSPs are so eager to show their expertise they often start explaining how they ’ d fix the problem right away , turning the conversation into a sales pitch too early .
Here ’ s some other questions to ask :
• How long has that been a problem ?
• How is that affecting your business / staff / clients ?
• What have you done to try to resolve it ?
• How did that work out ?
• What do you think the solution is ?
• How urgently do you need this fixed ?
Ask these follow-up questions for every pain point they bring up !
He Said : These questions help you understand why something is a problem , and what the associated pain is . Trust this process ; it creates consistent results . That doesn ' t mean you ' ll win every single deal , but it means on the margin , you win more than you don ' t . Don ’ t skip over the emotional piece just because you think your lead is hot and ready to buy .
Digging Deep
Sometimes , prospects can be tight-lipped . Here ’ s how to handle your lead saying , “ We ’ re fine .”
She Said : If your lead isn ’ t super talkative , you can use strategic follow-up questions paired with the “ wedge technique ” to uncover details about their process , without badmouthing anyone . For example , if they didn ’ t mention security , ask , “ How confident do you feel about your overall IT security ?”
Your wedge question would be , “ When your current IT company meets with you to review your security policies and make recommendations , is there any part of the process you would like to see changed ?” Don ’ t start using wedge questions until you practice and get good at them , but when done effectively , you can create doubt and uncertainty with their current provider by painting a picture of what their IT should look like . ( We ’ ll cover how to craft wedge questions in the next issue !)
He Said : There may be some latent pain that the prospect is not even aware of . Asking these questions could help your prospect realize there is a problem .
This is much more powerful than telling a prospect what they need to do . When you sell through questions , you help them come to conclusions on their own . Prospects will always believe themselves more than they ’ ll believe you .
Avoid Sudden Death
Finally , avoid this critical error that can kill the sales process in an instant — selling too soon .
He Said : Don ’ t start pitching your services too early . If a prospect says their slow response time is a problem , ask them to tell you why . Unpack the pain associated with the problem , such as lost sales or team frustration .
She Said : Exactly ! You want all that frustration to come out . Then , when you ask the prospect what the solution is , they might say , “ That ’ s why we ’ re talking to you , we need to make a change .” When you get the prospect to say it , it becomes reality .
Be A Problem-Solver
Creating an emotional attachment elevates you as a high-end consultant who ’ s there to solve a big problem , not sell something . You ’ ll not only differentiate your MSP this way , you ’ ll also win more business .
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