Don't fall into the trap of wanting to get your messageacross; the urge to tell your story kills sales. (Image:Thinkstock)

When asked why salespeople don't close more sales, a company president answeredinstantly, “They don't ask enough questions.” He went on to add,“They're so focused on getting prospects to buy they don't engage them. That takes asking lots ofquestions.”

He's on to something important. We're in such a hurry to getacross what we want to say to our prospects that we ignore what they want from us. As it turns out,today's prospects won't tolerate such insensitive behavior. They'regone.

Related: 10 commandments of prospecting for insuranceagents

So, where does this leave salespeople? What are they to do ifthey can't advance their agenda, how are they going to close sales?To put it bluntly, a salesperson's agenda is irrelevant; it doesn'tcount. It's what the prospect cares about that demands ourattention.

The purpose of meeting with prospects is to recognize andunderstand what's going on with them. That takes getting themtalking about what they know best: themselves. Theydon't get many chances to do this. Others are too busy with theirown lives to listen. This gives salespeople the unique opportunityto stop talking, start asking questions — and listening.

There's irony in asking questions, in encouraging prospects totalk about themselves. When they do, they want to reciprocate, tosay thank you, and to pay us back. And they do it by listeningintently.

Prospects are focused when they're talking, but they getdistracted when someone else is speaking. Don't fall into the trapof wanting to get your message across; the urge to tell your storykills sales. The job is creating conditions so your prospects canget their story across to you.

Since salespeople learn when they're listening, here are eightquestions that get prospects talking.

1. “I'm curious. Why did you agree to meet with metoday?”

Everyone in sales knows that just because they ask for a meetingdoesn't mean a prospect will says yes. More often than not, theyget turned down. When someone says yes, inquisitive salespeopledon't stop there. They wonder why. They want to know what's goingon and why prospects are interested. The more they know from thestart, the better.

2. “What is it you would like to have happen as a result ofthis meeting?”

The purpose of asking questions is gathering information. Thiswill help you keep an open mind so you can avoid making mistakes.By filling in the picture, you will stay on track as you plan yournext moves.

3. “What are the specific issues you want toaddress?”

One mistake salespeople can make is to gloss over or even avoidsignificant issues. They don't want to turn off prospects. Whatthey don't realize is that digging down lets a prospect knowthey're serious. Follow up questions carry it another step further:How satisfied are you with your analysis? How would you feel, ifsomeone challenged it?

4. “As you see it, what hurdles must be overcome?”

It's always a good idea to come at issues from various angles.It's a good way to find out the lay of the land, to betterunderstand what's going on, and to identify others who may beinvolved. In other words, the answer to this question can give youa more complete picture of what is involved.

5. “If my company offered exactly what you're looking for,how would you describe it?”

This is a pivotal question because it offers insight into whatimportant to a prospect, something that's not as obvious as it mayseem. It's a serious mistake to assume you're getting the messagecorrectly. Far too frequently, words don't have the same meaning topeople. This question serves as a check to be sure you and yourprospect are on the same page.

6. “How satisfied are you at this point in yourdecision-making process?”

By asking where prospects are in making a decision, it's easy toput them on the defensive so they're less than candid. Instead,this question is designed to help expand the conversation, to letthem know you're interested, but not nosey. If they're just gettingstarted, you can follow up by asking about their expectations. Ifthey're further along, you can ask how about possible concerns.

7. “Because those in your position are cost conscious, what'syour thinking as to what the right solution should cost?”

This question avoids the old and tired “What's your budget?”question, which usually results in a useless and vague answer. Afollow up question might go like this, “Can you tell me how youarrived at that figure?”

8. “It would be helpful if you would tell me what you feelabout our meeting today.” 

You want to know if the meeting was helpful. Did it meet theperson's expectations? And, finally, ask, “Can we talk about whatshould happen next?” This is the action step that establishes theagenda for the next meeting.

Unless salespeople drive the conversation with strategicquestions, meeting with prospects often results in too much talkingand not enough listening. This leads to prospects who are less thansatisfied and salespeople who are unable to move forward withconfidence.

John Graham of GrahamComm is a marketingand sales strategy consultant and business writer. He is thecreator of “Magnet Marketing,” and publishes a free monthlyeBulletin, “No Nonsense Marketing & Sales Ideas.” You reachreach him at [email protected] orjohnrgraham.com.