In this post, I’m summarizing an excellent book from Thomas Freese, “Secrets of Question -Based Selling”. This post complements very well another post I wrote on the same subject : Selling is Questionning.
There is no single “right” way to sell. Every sales call is a unique creative process. People you prospect have different needs, experiences and biases. They will react differently in different situations. What is right for one prospect may not be right for another.
In its book “Secrets of Question-Based Selling”, Thomas Freese is explaining that Question-Based-Selling (QBS) offers a systematic framework, using questions as its primary tool that strives to increase your probability of success.
QBS can anticipate and reduce two of the major risks involved in sales process: the risk of rejection and the risk of “mismatching” or counter-argument(ing). Thomas Freese explains that the “Conversational Layering” framework is a good tool to mitigate those two risks. Conversational layering methodology is designed to help salespeople ask the right questions at the right time to slowly build-up the relationship. We can learn how to use questions to :
- Spark prospects’ curiosity about your product or service;
- build relationship;
- earn credibility;
- uncover needs;
- make effective sales presentations;
- secure a commitment to buy.
By asking the right questions at the right time, you will control the sales process from beginning to end.
The sales process has one goal: to close the sale. QBS will help you elicit favorable responses from your prospects, leading them to become eventually satisfied buyers.
Interested by the subject ? I also invite you to read another post we have written a few months ago about Selling is Questioning and SPIN Selling