Questiology [2/2]: The strategic questions that drive a deal forward

Continuation of article from the previous week]

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Asking the right question, at the right time, a largely underestimated subject.

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Remember: the will to buy must come from your prospect.

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Your role is to guide your interlocutor along the path to your solution. Every question you ask should take them a step further:

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Now let's take a look at the best questions to ask to get your business moving?

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2. Discovery phase 🔎

I. Basic discovery questions 🌒

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[3/16 ] "What is your field of activity? "

Objective: understand the person you're talking to and adapt your speech for the next step.

Two people with the same job title can have very different tasks and responsibilities. This question will help you understand their role, responsibilities, objectives, etc.

Replace the 15 questions that make you look like an inspector with one complete question.

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[4/16 ] "How is your company structured? "

This is a step forward. Improve your account mapping.

Objective: understand this prospect's potential. Are there other departments to go to?

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II. Qualifying discovery questions 🌓

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[5/16] "How do you manage [the detected problem]? "

[6/16] "Have you considered a solution to this problem, or do you not intend to solve it immediately? "

Objective: understand whether the problem you're dealing with is a real one, and whether you have a serious prospect in front of you.

• If this is a REAL problem, solutions will already have been considered, and the answer to the timetable will be "as soon as possible".
• Otherwise, chances are you'll be wasting your time...

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III. Questions that put the finger where it hurts 🌔

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[7/16] "If you go on like this, what's going to happen? "

Objective: To help your interlocutor make his or her own diagnosis, and become aware of the consequences of inaction.

There are many formulations for this one, but the idea is simple: put your finger where it hurts.

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IV. Project yourself with your solution 🌕

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[August 16] "What to doYouappreciate our service/product? "

Objective: let your prospect list your advantages for himself.

He'll automatically talk first about the points that are important to him. These will be the ones you put forward for the next step ;)

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[9/16] "We're 9 months in, we're working together: what's changed for you? "

Objective : Ask your contact person to work on the project himself with your solution. You make change possible. They need to be able to visualize it clearly.

This one comes from the 100 questions to sell list, for those who wish to delve deeper into the subject.

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[16/10] "How are these decisions usually made? "

Objective : Understand who else you need to convince before signing.

Your transaction can take months simply because you haven't found the final decision-maker! You need to make an appointment with him or her as soon as possible.

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3. Negotiation/objection handling 🌊

As we've already discussed, objections are dealt with by asking questions, not by giving answers.

We know that each of you works on specific subjects, and our aim is not to give generalities. Instead, we'd like to introduce you to the main tried-and-tested levers we use at Modjo.

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I. The price

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[11/16] "To sum up, each month this problem costs you X €. Our solution costs €Y. Does the price seem reasonable, given that you save [X - Y] €? How much will you save in the long run? "

Objective: reposition your offer. Ultra-powerful thanks to its dual impact:

1. Any price is justifiable, as long as the value provided is greater than the price paid. This is always an excellent response to the classic "It's too expensive".
2. It also increases the sense of urgency: every day you're without us, you lose €X!

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[12/16] "How much would it cost to develop this solution in-house? Is it feasible?

Objective: remind people of the value you bring.

If your solution is powerful enough, the answer will obviously be "impossible".

But it's important that your prospect remembers the reality and value of your solution. If they want to move forward, they have no choice but to move forward with you.

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II. Competition

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[13/16] "You told me you were working with [a competitor], what could be improved?"

Objective: Invite your prospect to detail the weak points of the competition:

1. The prospect himself has admitted that his current solution is not perfect.
2. You'll know what benefits to emphasize every time you meet this competitor.

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Remember: you're not disparaging your competitors. They do their job just as you do, and that's normal.

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III. Timetable and urgency

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[14/16] "Ideally, when would you like to start with us?"

Objective: Get the prospect to position himself, to know his timing, and the final stages before the start.

We really like this one at Modjo!

• If the answer is "right now" or "tomorrow", you've got it!
• If not, you will receive a list of next steps. In this reply, you'll find the next steps to take.

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Closing 🎩

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Don't forget that the closing phase is directly linked to your qualification.

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1. If you've increased the right problem in the qualification phase...
2. ... That you were able to put your finger where it hurts with the appropriate questions...
3. ... You'll then be in a position to advise your prospects to solve this problem quickly.

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[15/16] "How long does this kind of decision usually take?"

Objective: know the timing of your transaction. Know who to raise and when.

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[16/16] "If I send you a contract when we hang up, can you return it to me within 6 days?"

Objective: give your offer a validity date. Always. Otherwise, it's like a project without a deadline: it never comes to fruition!

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[Bonus] "We have everything to gain by signing this agreement. On your side, you can [...], on our side, we can finally [...]. So what are we waiting for?"

Objective: If your prospect is still hesitating, emphasize the win-win aspect.

So don't hesitate to emphasize what's in it for you! This is rarely done, although it's a simple way of creating a feeling of cooperation, and therefore trust, with your prospect.

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Conclusion

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Going from qualification to closure is like building a house.

Once you've found your plot (prospecting) and obtained your building permit (qualification), start laying the solid foundations (put your finger where it hurts).

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Each question is a brick, and your stock is limited.

Don't spend them unnecessarily:

• No wall in the middle of the living room => No unnecessary questions.
• Structural work before finishing => 1. Basic discovery questions; 2. qualifying questions, then 3. Put your finger where it hurts.

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And don't forget you, the architect who proposes a resolution plan.

The bricklayer is your prospect!

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💎 Find here the List of 16 strategic issues that move an agreement forward 💎

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Better,

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Cyprien - Modjo Sales Content Specialist

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🎲 Poll: Your prospect/customer doesn't respond. How often do you follow up (calls, emails, texts) before giving up?

=> I give my opinion

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