You’ve been given a list of targeted leads (see Michelle’s article this month) and now it’s up to you to determine which companies on the list are prospects. One of the best ways to accomplish this task is through the use of effective open-ended questions, the answers to which will allow you to determine if a given company represents an opportunity for your company . . . . or not.
The questions that will work best in helping you uncover the lead’s potential will vary depending upon the business you are in, but there are certain questions that will help you get started no matter what. Here are some that I find to be great for getting the dialogue going:
For Establishing Rapport, Trust and Credibility
Tell me a little about your company and its history –I know, it’s not a question, but it gets them talking!
What kind of challenges are you facing?
What’s the most important priority to you with this and why?
What other issues are important to you?
What would you like to see improved? How do you measure that?
For Information Gathering
What prompted you/your company to look into this situation?
What are your expectations/requirements for this product/service?
What is it that you would like to see accomplished?
Who have worked with in the past? How satisfied were you with their product/service?
What is your current process?
What challenge does that process create?
What are the best things about that process?
For Understanding the Impact of Your Solution
If you could overcome these challenges, what would happen to your company's financial situation?
How would implementing these changes affect your ability to compete?
How do you think senior management would evaluate the success of this initiative?
If you don't solve this particular challenge, what kind of difficulties will you face going forward?
For Qualifying and Determining Next Steps
What is your timeline for implementing/purchasing this type of service/product?
What budget has been established for this?
What questions do you have?
Who else is involved in this decision?
What do you see as the next action steps?
Using these questions should get the information flow going and help you determine if you’ve got a warm prospect or a dead-end lead.
Roula Crews is the President & Sales Specialist of Hi-Impact Sales & Marketing Solutions, Inc.
