All too often I have seen telemarketing scripts that begin with close-ended questions such as, “If I could show you a way to reduce your utility expenses by 20%, would you be interested?”
This type of opener is so typical that 99% of prospects will pigeon-hole you as another boiler-room telemarketer within seconds, respond with the knee-jerk phrase, “No thanks, not interested,” and hang up the telephone.
After working so hard to get a decision maker on the line, why shoot yourself in the foot with the first thing you say?
Starting conversation with an open-ended question gives you the best chance of getting the ball rolling.
Start out by asking as many open-ended questions as you can. Work in close-ended questions and fact-finding questions during the course of the conversation.
WHO
Who is experiencing the pain? Who is involved in selecting a solution? Who should our client contact? Who’s solutions are they evaluating?
WHAT
What is the pain? What are they looking at as possible solutions? What are the consequences of inaction?
WHEN
When do they need to have a new solution in place? When will a solution be chosen? When will it be appropriate to contact them again?
WHERE
Where are they experiencing the pain? Where will the solution be applied? Where are the decision makers located?
WHY
Why are they looking for specific features in a solution? Why are they looking at those particular competitors? Why are they addressing this pain now and not a year ago or a year from now?
HOW
How will a solution be selected? How will the solution be implemented? How should our client go about being considered as a solution provider?
These questions are just examples and I am sure you can come up with many more and some that will make sense specifically for the project you are on.
It is too easy to only ask only two or three of the six W’s. Don’t be timid. Even if the prospect seems a little brief in his answers, that does not mean you can’t ask. You will be surprised how often the conversation can suddenly open wide with a little persistence, how frequently a weak lead will actually turn out to be a strong one because you asked just that one extra question. The difference between success and squeaking by is usually only 1% or 2% more effort.
Take a moment to think about the projects you are on. Create your own Who, What, When, Where, Why, and How questions for both opening up a conversation (fact-finding) and for qualifying a live lead.