If you read our previous article, “This Mistake is Killing Your Closing Rate,” you know that we talked about how listening is the number one skill in all of sales. We also showed you a technique from Zig Ziglar that helped you ask better questions and become a better listener.
If you didn’t read that post, go check it out now. The technique is a powerful one that you’ll use every day—whether you’re on a sales call or not.
Let’s face it: in sales, you want your prospect to be talking more than you, and the best way to make that happen is by asking good questions. So, we decided to continue the series with another post on question-asking.
In this brief post, we’re going to tell you about another method of asking questions that will elevate your sales game and get your prospects singing like canaries.
The Non-Question Question
As we discussed before, many of your traditional planned sales presentation questions sound, well, “salesy.” They come across as if you’re luring your prospect into a trap.
The “Yes” tie-downs, for example, where you’re trying to get your prospect to say, “Yes” over and over so they’ll automatically say, “Yes” again when you ask for the order, come across as very suspicious.
We want to focus on questions that give your prospect the safe space to talk freely—and share more than you ever thought possible about their business. One way to accomplish that is with non-question questions.
Just like it sounds, in this technique, you ask questions without any questions at all. You’ll do this by coming up with an observational statement based on information your prospect tells you.
Then you’ll combine that statement with a sensory word.
For example:
“It looks like + (observation).”
“It feels like + (observation).”
“It sounds like + (observation).”
“It seems like + (observation).”
Basically, your non-questions will begin with one of the above phrases.
So, how do you use this in practice?
When someone tells you how business is going, some replies might be:
“Wow, that sounds like a nightmare!”
“Nice, sounds like you’re off to a great year.”
“Looks like you’re in for some rough weather ahead.”
“Looks like you’ve got this all under control.”
“It seems like things should be getting back to normal soon.”
Example:
Business Owner: “I bought advertising 10 years ago and not only was it a waste of money, but they also put my commercial on one of those controversial talk shows, and people started boycotting me!”
Salesperson: “Sounds like things got a little rough for you.”
Business Owner: “A little rough? Why, they were downright brutal. I almost had to close my doors. In fact, we’re still almost not caught up. Why I…”
You get the idea. Trust me, once you can get a prospect freely sharing information about themselves, your real challenge will be getting them to stop.
People love to be heard, and being the person who listens to their problems positions you as the person to offer them a solution.
Taking Non-Question Questions to the Next Level
Listen to see what type of person your prospect is.
The science of Neuro-Linguistic Programming divides people into three basic categories or modalities: auditory, visual, or kinesthetic. Here’s a little more on the topic courtesy of ChatGPT:
“In Neuro-Linguistic Programming (NLP), there are three main ways people understand and remember things: visual, auditory, and kinesthetic.
– Visual Modality: Visual learners like to see things to understand them. They remember things by imagining pictures in their heads. They might say things like “I see what you mean” and prefer using charts, diagrams, and written notes.
– Auditory Modality: Auditory learners understand things by listening. They remember things by hearing them and like to talk about what they’ve learned. They might say “That sounds right” and prefer listening to explanations and discussions.
– Kinesthetic Modality: Kinesthetic learners understand things by doing and touching. They remember things by moving and using their hands. They might say “I feel this is right” and prefer learning through activities and hands-on experiences.”
As you talk to your prospect, observe which of these modalities they belong to and try to use language that matches them.
For auditory people:
“It sounds like ___________.”
For visual people:
“It looks like like/appears that ___________.”
For kinesthetic people:
“It seems/feels like ___________.”
Best of all, trying to pick up on these cues will make you an even better listener, since you’ll have to focus more on the conversation.
Practice, Practice, Practices
Like everything, the best way to master this style of questioning is to go out and practice it. Listen for observations and sensory cues from your friends and family and try out a few non-question questions on them.
Then, combine these questions with the techniques from the previous post referenced at the top and watch your closing rate skyrocket.
Pic designed by ilixe48 for Envato Elements.
Brent Hoodenpyle is a Texas-based digital marketing and sales specialist with over twenty years experience working with a wide range of companies to improve their digital stats and revenue.