For as long as people have been training others to sell, one precept of effective selling has stood out as an inviolate principle: questions are the key to success for salespeople. I don’t think I’ve ever attended a sales training workshop or read a book addressing sales that didn’t put the ability to ask effective questions at (or at least near) the top of the keys to success.
This post is certainly not going to take issue with the principle of effective questions, but rather the nature of, and the definition of what effective questions are. Even more directly, I’m going to take issue with another precept I hear often (and even used to teach). That precept is, can you ask too many questions?
I recently came across a post on LinkedIn, Why Asking Lots of Questions Is Good for My Customer, that got me thinking about this. While I don’t take issue with anything the author shares in the post, the title combined with a conversation I had with a client’s sales team leader inspired me to update some rules for asking questions in the sales process.