The question approach has two positive features. First, an appropriate question almost always triggers prospect involvement. Very few people avoid answering a direct question. Second, a question gets the prospect thinking about a problem that the salesperson may be prepared to solve.

Molly Hoover, a sales training consultant, conducts training classes for sales managers and car dealers who want to better understand the subtleties of selling to female car buyers. She suggests an approach that includes a few basic questions such as:

• “Is the vehicle for business or pleasure?”

• “Will you be buying within the next week or so?”29

These opening need-related questions will be discussed in detail in the next chapter and are generally not difficult to answer, yet they get the customer mentally involved. Some of the best opening questions are carefully phrased to arouse attention. The authors of The Sales Question Book offer some good examples:

• “Are you aware that we just added three new services to our payroll and accounting package? Could I tell you about them?”

• “We are now offering all our customers a special auditing service that used to be reserved for our largest accounts. Would you be interested in hearing about it?”30

Once you ask the question, listen carefully to the response. If the answer is yes, proceed with an enthusiastic presentation of your product. If the answer is no, then you may have to gracefully try another approach or thank the prospect for his or her time and depart. The use of questions will be discussed in detail in the next chapter and will provide information on the specific types of questions to use to approach your customer.