Why You Need to Start Asking Why More In Sales Conversations

young ethnic female employee standing at counter in creative gift shop

Do you start sales conversations asking what your customer wants?

Sure, it’s one way to start an interaction with someone and helps you uncover what it is they’re looking for. You can find out details that can link to the features and benefits of the products or services that you offer.

But where problems begin to arise is when you immediately go into solution mode and start promoting your offering. While you might have found out some important details, you still need the full story so you can cater the product or service specifically to them.

So how do you do this? Like Simon Sinek once wrote, it all starts with why.

Why Asking Why Can Help Your Sales Conversations

Asking questions beginning with what can help you get information from your prospective client around what they’re looking for. For example, it could be a certain type of feature, specific specifications, or some kind of brand that they’re attached to.

However, questions starting with why will help you get underneath why these things are important to them. It unveils the emotional connection that the prospect has with the product or service. For example, they might reveal that they’re making the purchase for a loved one or why they’re in the market. Knowing this can be more important than finding out what they want as it means you’re selling to emotions rather than features and benefits.

What Types of Why Questions Should You Ask?

The most obvious question that you might have is what type of why questions are best to ask. It can depend on the industry you’re in and the types of clients you interact with, but here are some that should work regardless.

  • Why are you looking around?
  • Why did you choose us?
  • Why are you considering this product/service?
  • Why haven’t you purchased this yet?
  • Why do you need this product/service?
  • Why is that feature/benefit important to you?

Why Is It Important?

Sales isn’t just about selling the product or service to the customer. It’s about making a connection with them so that they become a part of your business. You don’t want to see them once. Whenever they are shopping around, you want your company to be the first they think of.

The only way you can achieve this is by making an emotional connection with the customer. You can sell the features and benefits really well. But what they’ll walk away with is a product or service that feels catered to their individual needs. You have to ask why questions in order to establish this.

Need More Help With Your Sales Conversations?

Success in sales isn’t purely measured on conversion. You should also be capturing information around how long customers are loyal for, the amount of money they spend with you on a yearly basis, as well as refund and return volumes. These figures will help prove why you need to be asking why questions more so you can forge an emotional connection with your clients.

If you need more help with your sales conversations, then make sure you’re following the Better Boss Blog. You’ll find tips, tricks, and advice on how to lead a sales team. Follow pwf services on LinkedIn, Instagram, and Facebook, so you never miss a post.

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