Close the Sale with the Exploratory Question

Once you’ve gotten an appointment with your client by using qualifying questions, you’ll need to use exploratory questions to close the deal. What’s an exploratory question? It’s an inquiry used to uncover unusual problems or obstacles which might prevent customers from buying.

Imagine yourself “testing the water” at an unfamiliar beach. You wade out a few feet at a time to see if the bottom drops off sharply or if there are other hazards. Exploratory questions help you “test” the sales call to see how well you’re doing. Because questions necessarily involve the client in your discussions, you achieve several things.

First, you make prospects more comfortable with you and your sales presentation – you’re not talking at them. Second, you keep yourself on the right track – if you begin to stray you can catch yourself before it’s too late. Third, you see if the prospect agrees or disagrees with you, or needs something explained in greater detail. Fourth, you maintain your confidence level – there’s no need to worry about whether your prospect is still “with you.” First, you save time by discovering the prospect’s true interest level – if you’re wasting your breath, you can wrap things up quickly and move on. Finally, you can actually save a lost sale – you won’t talk yourself out of an order by continuing your discussion past the “purchase point.”

Here are three levels of exploratory questions which you can use as trial closes:

1. “How are we doing up to this point?” This simple question will give you some feedback and help you direct your next remarks.

2. “Have I gone over anything too lightly up to this point?” or “Is there something I should expand on for you?” During and after a detailed presentation, this type of probe will help you adjust your closing remarks or product summaries.

3. “Doesn’t this seem to solve your problem?” This is a perfect question to use after you’ve discussed specific benefits that will meet your customer’s known needs. It can uncover any additional reservations.

When you use these exploratory questions, you turn up any weak areas in your presentation or unsuspected prospect needs and goals. Don’t drown in the murky unknown of your sales call. Test the waters as you go so that you can ride the waves to success.

Excerpted from Professional Closing Techniques, a tape from the 12 part series Performance Improvement System by Joe Charbonneau. For more information on seminars and cassette courses, contact: The Performance Group, Inc., 4950 Keller Springs Rd., Ste. 220, Dallas, TX 75248. 214/960-1045.