Ego kills sales: Why smart reps ask dumb questions

Ego in sales might be the number one enem of sales professionals. Because they want to know everything and prove that they're an expert. Which kills their deals. Let me explain.

Where does the true value of a salesperson come from?

We believe it comes from the ability to influence their prospects' decisions. And where does this influence prospects come from? Our ability to truly understand them.

And to understand our prospects, it's crucial to see his world through his eyes.

Not their world through our eyes.

Yet, too often, there's a lack of healthy skepticism when interacting with prospects. The reality is that, broadly speaking, prospects see sales people as a fountain of knowledge. A source of knowledge they can tap into as they so wish.

Which is why they often ask many questions. About the product sold, who uses it, the cost, the features, etc…

Without disclosing their real intentions. Which is the job of the sales person. Understanding a prospect situation, challenges and possible intention to change.

But sadly, when coaching sales people and asking them why their prospects ask a specific question, the intention behind, the true question, invariably the response is:

But I know why they're asking me this question!

When, actually, they rarely do.

The reality is that selling is mainly about psychology. And there are several important dynamics in psychology:

1. Nobody likes a know-it-all. So if you're selling, don't sound like one

2. Prospects are just like any human, they love the sound of their own voice. So don't necessarily answer all questions. Find ways to reverse it so they do the talking.

3. People never ask the real question they have in mind. So understand the question behind the question.

4. 
   

So what I explain to salespeople (and which is extremely difficult to get across) is that asking dumb questions is a super-powerful weapon for avoiding the mistakes above. What I call "dumbing down". The video above of someone much smarter than me speaks for itself.

In sales, how could this be used?

Let's say you're selling a 'top notch' technology product in the ZZ applications sector with XX functionality. The dialogue below would be an example of dumbing down:

• Prospect: I saw that you help companies in ZZ

• Commercial: Yes, that's true. We help them address various issues in the area of ZZ. Don't suspect that'd be useful, would it.

• P: Possible, not certain

• C: Yes, I wasn't sure either. How would you see a ZZ application being used in your organisation?

• P: Well xxx, and xxx.

• C: Ah yes, that makes sense. Tell me more

• P: xxxx. But you have the XX feature

• C. Ah, good question. I can feel the expertise. I don't quite understand, though, what makes you think of feature XX?

• P: Well, because xxx

• C: Logical, logical. But at the risk of asking a silly question, that would help you because...?

• P: No silly questions. Because xxxx

• C: Oh yes! I can see that. But it's not a top priority for you today?

With an approach like this, you stop selling. And your prospects start buying. Simple... and complicated at the same time...