The Science of Asking Questions
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As you know questions are powerful. Asking the right questions in the right order can help your customer work through the different variables involved in a purchase decision. Layer One (1) questions are about basic facts. Layer Two (2) questions involve opinions and feelings. Layer Three (3) questions connect outcomes to dominant buying motives, and help seal your deal.
Reflection and Discussion:
Don't skip past this section without spending some time on it. Really dig into all the potential questions you might ask customers, and make sure you ask them in ascending order. This is natural human behavior because it's how we naturally think and talk, so it should come easily with a little practice.
Start with dominant buying motives. What are some "most important things" that a customer might bring up?
Now think of a Layer Two question that helps you understand the customer's opinions/feelings about that thing.
Finally, how could you turn that into a Layer Three question later on interaction?
Start with trigger events. What are some reasons why a customer might be in the market?
Turn it into a Layer Two question, then a Layer Three question.
Reflection and Discussion:
Don't skip past this section without spending some time on it. Really dig into all the potential questions you might ask customers, and make sure you ask them in ascending order. This is natural human behavior because it's how we naturally think and talk, so it should come easily with a little practice.
Start with dominant buying motives. What are some "most important things" that a customer might bring up?
Now think of a Layer Two question that helps you understand the customer's opinions/feelings about that thing.
Finally, how could you turn that into a Layer Three question later on interaction?
Start with trigger events. What are some reasons why a customer might be in the market?
Turn it into a Layer Two question, then a Layer Three question.