Spin Selling: Do Your Research
“Top performers ask more than 10 times as many need-payoff questions per call as do average performers.”
Spin Selling — Neil Rackham, page 17
I am not necessarily buying into the number 10, but I do believe that top performers ask more questions. In fact, this is perhaps your fastest way to sales stardom. Start asking more questions.
But I am afraid it isn’t quite as easy as that. Asking questions that won’t get your prospect thinking or moving forward in the overall selling system is just idle banter.
Listing intelligent questions exceeds the scope of this brief article, but I do want to caution you about one common mistake. Besides, the variable parameters will largely determine the nature and scope of your questions.
The mistake that many salespeople make that they ask questions that could have been easily researched on the Internet. This pertains to companies and associations more than personal itineraries and vacation planning. My advice is still the same: Do as much research as you can prior to meeting with the prospect or client.
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