All great sales people will tell you that asking the right questions is one of the most important elements in qualifying and pitching prospective customers.
- Never ask, “Would you like to have a personal demonstration of the product?”
- Instead, ask, “When would be the best time for you to get a personal demonstration of the product?”
The rule is to never ask questions that can be answered with the word “no.”
Unfortunately, many B2B marketers are unaware of this rule. Worse, I regularly see email or direct mail messages opening with a yes/no question, a practice that basically puts an end to the conversation before it even begins. Here is a classic example:
- Have you ever wondered how else you could sell, buy or market your products and services?
Rather than possibly generate a “no” answer, this opening sentence can easily be turned from a question into the promise of a benefit with something like:
- Finding ways to boost revenue and profits for your business is always a challenge. Many leading businesses today have met this challenge by discovering a new way to sell, buy or market their products and services.
Today’s tip for B2B marketers: Learn from great sales people. Never ask a question in marketing messages that can be answered by “no.” To be safe, stop asking questions.