Introduction. Step One. Step Two Step Three Step Four Step Five Step Six Step Seven Step Eight Step Nine Step Ten Step Eleven Step Twelve

Step seven

The Questionnaire

So now every one is feeling good about the start of the appointment, the prospect is feeling comfortable and pleased about your  start together. You are the expert, the solution provider, and now to determine the solution you need to isolate the exact wants and needs of the prospect. The best way I have ever found to find anything out is to ask directly. 

So to develop your optimal questionnaire you will now write out, in list form, all of the questions that you need answered to know what close you will need to set up and satisfy. You will need to engage the client so that they will open up and share their goals. You will be asking questions like, "What are your hopes and expectations from the project?" "What are you looking to accomplish and why?" "What are your needs and necessities?" "What are the benefits of having the solution?" "Do you see this project as an investment with a return or an expense?"   You also want to understand what it is that they are missing by not having the solution. As the professional in your field or with the help of more seasoned representatives you will know the questions that need to be answered and clarified for the prospect to make an educated yes or no decision. Write them all down and ask them now.

Note: Many reps figure that because the prospect is in the "industry", they know what they need to know about the representatives offering. Thinking like this the rep never asks the prospect their exact wants and needs. They just tell the prospect what they think is important. And in the end the rep wonders why he or she didn't close the deal. The answer is obvious. They didn't know enough about what the prospected wanted and needed specifically. The rule: Don't assume anything. 

With this system before you go for the close you will clarify everything for the prospect so that they can make an educated yes or no decision. You will use the questionnaire and its answers to mentally prepare your presentation that will lead directly to your solution. And almost magically, in step eight, your presentation will be precise and on target to the qualified prospects needs.

It is my belief that when you are in front of a qualified prospect your close is determined in steps five, six and seven. If you are prepared and confident, the prospect has warmed up to you, and you question them on exactly what they need and why, then you are well on your way to the close. You know what you need to do to solve their need and then you are needed. So list the questions that you need answered.

Why is it important to know all you can about their needs and wants before you present your solution? The short answer is they determine how you will tailor your presentation, all pre-closes you need confirmed and finally the close of the sale. And at the presenting of the investment, in step ten, you will have answered and clarified all their questions, you will know that your solution is correct and by using what they told you they needed to  accomplished you will professionally close them, taking care of all of their needs. Closing with the prospects own words, what could be better?

Now back to the questions. What do you want to ask them to determine their needs? Take the time at the end of this step to compile and organize your list, it is of the utmost importance to moving on. Another  question to clarify why you are at the meeting is, "Why am I here today", or  "How can I be of service to you, today?"  This will help you on your way to be focused in your offering. This will give you their needs, capabilities, and goals for the project.  Are there any technical specifications?

Ask all the questions that will need to be answered before the close can occur. You want to be in the position where, just before quoting the investment you can say to the prospect, "Other than price is there any other reason why we couldn't do business, today?" So if you know what you need at the close you will be able to set up the presentation to get you there.

My favorite ways of knowing the exact motivation for the project and thereby knowing what it will take to close, is my middle question of my questionnaire. It  is always the "So, what do you want _________ to do for you? The answer to this question will tell you what you need to accomplish to obtain the close.

Also if you are forced into talking business quickly with only a brief warm up, now is the time to make them feel comfortable. Sneak in questions like you might in the warm up. Remember people love to talk about themselves and what they do and what they think, more than anything. Ask all the questions you want about them they will love it. Count on it. 

Start the questionnaire as follows: "To assure that I am the most efficient with our time today and to insure that I cover everything and answer all of your questions for you to make your decision, I need to ask you several questions. These questions will help me determine your exact needs and how you would benefit the most from my offering, that makes sense doesn't it? WFA "Great" and then continue into your questionnaire.

When you are finished your questions end with, "Thank you for your answers and the information. Now I can tailor my presentation to specifically address your needs. That's what you want, right? WFA

Summary: The questionnaire is a weapon that your prospect will not realize you are using to close. Until now you have talked no business and thereby they are relaxed and are open to answering your questions because they feel no pressure. Ask all you want. The more the prospect answers the more they are selling themselves and helping you to close them. Take your time be thorough and then then continue to step eight, the presentation.