GPI 433 –Ask your customers questions and quickly understand what you are missing in the market.

Many companies believe their salespeople ask enough questions of customers. They do not want to bother them and then they are always surprised when those customers go to another supplier. They rarely think they did not talk to them enough and find out what was bothering them.

Ask your customer questions whenever you can and find out what your firm is missing. Encourage them to answer honestly and state any displeasure they have with your firm. Tell them you need and value feedback and respect honest answers in order to improve your service or product line.

Questions to ask customers/potential customers (pick one or more):

What could get in the way of getting an agreement with our company done today?
What criteria would you use to choose a replacement firm versus using our company?
What details do you want explained that we did not fully talk about?
What do you see as the greatest risks in making this purchase decision for your firm?
What do you see as the primary benefits of our company’s product/solution? Do you see any other potential benefits?
What concerns do you have if you decide ultimately to buy from us?
What do you want to happen that is not now happening within my company?
What does it take to be successful in your position?
What else do we need to discuss to satisfy your concerns?
How did you first find out about us?
Are there companies that you see as our competitors? (If YES, ask for the top two or three that come to mind.)
How did you first become aware of these alternative companies? (This may be different for each.)
When you were shopping for your product and you selected us, what did you look for in vendor?
Did you consider any alternatives to (name of your company)? If so, how did you make your decision?
What was the number one thing or concern that caused you to choose our company when making your decision?
Thinking back to when you made your purchase decision, is there anything you saw about us that especially helped you decide to buy from us? (A brochure? News article? Our website? Another online source? Something a friend or colleague told you? Other?)
Among the companies you mentioned, which one, besides us, would you consider to be the best choice if you were making this decision now? What are this company’s key strengths? What are this company’s weaknesses? Are there changes about our company that we should make in order to be clearly superior to this competitor?
Do you anticipate buying more, or less, or about the same amount of our product next year? (If the customer answers “less”, ask this follow-up question. “Mr. Buyer, is there something else that you will buy in its place?
Do you regularly attend trade shows? If so, which ones do you think are relevant and informative?
Which professional and trade associations are you a member of that are specific to your line of business?
Do you shop online for (our product)? What search strategy do you use?
Are there newsletters and “e-zines” that you read regularly?
What other sources of information do you consider credible that help you make purchase decisions?
Please tell me a few basic facts about your company, if these facts are available from web site, ask to confirm its accuracy.
Length of time in business? – Size of company ($ revenue, # employees)?
Who (in addition to yourself) makes or influences purchasing decisions within your organization? What are the functional titles of decision-maker and influencers?
Ask the buyer to state this question with his own request: “If your firm would do BLANK for me, life would be so much easier?” After he states his wish, ask him to tell you all about BLANK and how he would find it useful.
What expectations do you have for me in returning your phone calls?
What was your thought process leading up to your purchase decision? How long did it take?
Did outside advisors (e.g., consultants, investors) play a role in your decision process?
Has our product/service enhanced your profitability? If so how?
May we use what you just told me as your “testimonial” about our product/service and its value to you on our website and brochures? (Be careful to get permission to use their name.)
Have you ever thought, “If only a company like ours could do (BLANK) mails, etc.? How quickly would you expect me to respond?
What is important to you about making a change at this time? Have you considered or tried to make a change in the past? What stopped you from considering a new (solution) last time?
What is your company’s annual sales volume?
What is your expected outcome for our meeting today? What do you want to happen before we adjourn?