• Ask relevant, open-ended questions. Identify the buyer’s POWNs and ensure your questions are intentional, intelligent, interesting, and indirect.
• Use the Four-Point Investigation framework to ensure you are asking for the information that opens sales opportunities. Ask for information about Today and Tomorrow, about Risk and Reward.
• Use the thought-starter questions throughout this chapter to create a list of between ten and fifteen questions that you want to incorporate into your investigations.
• Adjust your questions for the Tribal Type. Use “thinking” words in the questions for Commanders and Achievers and “feeling” words for Expressers and Reflectors.
• Listen actively. Nod your head, verbalize that you hear the buyer, and focus on their responses.
• Pay attention to your listening habits. Determine if they are effective and, if not, set a goal to make incremental changes to listen more.
• Ask follow-up questions. Clarify the buyer’s responses and seek more information.
• Paraphrase what the buyer has stated. Summarize, don’t parrot back. Capture the emotions as well as the facts.
• Qualify the buyer before moving to the Facilitate step or recommending a solution. Ask about the decision-making process and timing, and determine what other people should be included in the conversation.
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