In the vast majority of cases, whether you’re selling ideas to colleagues or a boss—or a product or service to a client--success begins with the ability to ask good questions and then listen--really listen--to the answers. Contrary to these two basic facts, for most business people there is an "80% Syndrome" at work: 80% of the time, the person selling or attempting to persuade is doing the talking, and 20% of the time the other is talking. The 80/20 syndrome is extremely common and counterproductive for anyone selling ideas or products.
In point of fact, if the “seller” would reverse the "80%" syndrome, they would be much more successful. That means 20% of the time given over to questioning and statements by the “persuader,” and 80% of the time given over to information giving by the client.
Question asking then, is fundamental to the success of the business professional for a number of reasons:
- Effective questioning allows you to identify clearly and qualify early potential opportunities.
- Effective questioning enables you to identify the timeliness of a potential idea or proposal.
- Effective questioning enables you to build rapport and establish a comfortable relationship with the other.
- Effective questioning enables you to determine where you are in the decision making process with a potential client/corporate customer.
- Effective questioning can enable you to identify significant differences between you and your competition.
- Effective questioning can reinforce your credibility with the other by demonstrating your interest in his/her needs.
- Most importantly, effective questioning can motivate, sustain, and stimulate the other’s interest and thinking, and positively modify his attitude and thinking regarding you and your service.
Writing about great questioning leads me to another issue needing clarification. Understanding this issue can be of some help. But it’s merely quality insight. Not nearly as helpful and productive as great questioning. But I need to get it off my chest. It’s something I’ve wanted to say for a long time.
Why do business professionals talk so much?
They often feel more in control by talking. Politicians believe they can persuade you by their talk. But you know what most of us think about politicians.
They often think the other needs or wants to hear them talk. Unless you’re Jesus, I assure you that few people really like to hear someone warble on and on. Listeners can tune-out to talkers far, far easier than to effective questions.
They think selling is about talking. No half-way intelligent person is going to buy an idea or a product unless they need it. And the only way you can find whether they need something is by asking.
Talking takes a lot less planning than questioning—for a lot of reasons. Most people don’t know how to frame questions to achieve objectives other than information gathering. Using questions solely for information gathering is kindergarten stuff. Even though information questioning can be useful, over time it’s very unimpressive.
Sometimes they’re fearful of the answers to their questions. Many would prefer not getting some answers. They won’t know what to do with the answer.
In sum, great questioning is very difficult for two reasons: it’s a very demanding competency and perhaps most of all, effective questioning is an art. And great artists are few in number.