Questions are powerful in sales and marketing. When you use them right they uncover needs, challenge thought processes, demonstrate your uniqueness and increase conversions.
If you aren't convinced already, here are four reasons why you need to ask your potential customers more questions in your sales and marketing.
1. Questions engage
Questions draw readers into your words and make them involved. When a question is asked (a closed question in this case) we naturally answer it, we can’t help but agree, disagree or form an opinion.
When this happens, your potential customers are more likely to read on. Your potential customer will want to see if you share the same opinion, have an interesting point, or can provide the solution to the issue, problem or ‘what if’ scenario raised in the question.
2. Questions challenge beliefs
A well-posed question can help you challenge your potential customers beliefs, disrupt their thought process and help them uncover needs they don’t know they have so your message or point of view can pierce through.
These piercing questions are particularly important when people have “heard it all before…” or when you are launching a new product, service or concept and need to educate people on why they need your business.
3. Questions break down perceptions
A lot of times potential customers bring perceptions to your business and industry. They make assumptions about what you do and how you do it based on their level of understanding and experience with competitors.
While this can work in your favour (the education is done for you), it can also work against you and fuel their objections if they have had negative past experiences.
When you pose a question based on your point of difference or a failing in your industry (think “Tired of [insert point]?” “Sick of [insert point]?” or “Isn’t it time you [insert point]?”), it can change your potential customers perceptions of you, demonstrate your understanding of them and separate you from competitors.
4. Questions can make sales
Leading questions, where you ask your potential customer a series of questions you know they will say yes to, have been proven to increase sales conversions.
When you can get potential customers in the habit of saying “yes” when you ask them to act or buy they are more prone to say “yes” again.
What questions could you ask to engage and convert your customers?