One Question that will Improve Your Sales Calls–Backed by Data

Salesperson: “Most companies are experiencing XYZ business problem. Is this something you and your team are seeing?”

Buyer: “Kind of.”

Salesperson: “What are you doing to address it?”

Buyer: “We work with Vendor X already.”

Salesperson: “How’s that going for you?”

Buyer: “We’re probably not switching anytime soon, but thanks for reaching out.”

We’ve all witnessed this conversation before. It’s easy to blame it on the buyer: they’re just a grouchy exec, we caught them at a busy time of year, they’re probably not the right contact, insert your favorite excuse here.

Granted, the rep did use a few open-ended questions in an attempt to open up the buyer and it’s possible the exec was in a particularly foul mood. However, top teams know that by using different questions, this conversation could have ended on a different note.

So, what should they be asking?

The Golden Circle

In his TED Talk “How Great Leaders Inspire Action”, Simon Sinek introduces the concept of the Golden Circle. It lays out why people have had better reactions to some brands, whereas others have fallen flat. It’s the explanation behind certain companies managing to eclipse the success of others–even when they are selling the same thing.

Sinek’s answer is simple, yet powerful: “Everyone knows what they do. Some know how they do it. Very few know why they do it.”

People buy into why you exist, not what you’re selling.

• Average salespeople can pitch what their solution does by discussing features and benefits.
• Good salespeople can pitch how those features and benefits can solve a business issue.
• Rock stars enjoy their success because they can articulate why their solution exists.

Putting it to the Test

As great as this theory is, we needed to test it.

We sampled 30 conversations from the ExecVision team. These conversations were all from the same 90 day period and either resulted in a meeting scheduled or a “no” from the contact. Almost every call had at least one “why” keyword and it usually appeared at the halfway point of the conversation. This moment, every time, was the rep why their company exists.

Of the 30 conversations sampled, the 15 that resulted in a meeting scheduled indicated that the word why was used about 1.8 times more frequently.

Successful reps understand the power of why and are able to lead their buyers to expose their own why.

They recognize the power of identifying their buyer’s motivation, rather than hitting them with a wall of buzzwords and shiny new features or prices.

Check Out These Examples of How Reps Can Ask More Why Questions:

1. Why did you take this meeting with us?
2. Why are you looking to make a change from the status quo now?
3. Why do you think you aren’t ready for a change yet?
4. Why is your team successful? (Alternatively, why aren’t they?)
5. Why aren’t you the right point of contact?
6. When evaluating other vendors, why was Vendor X the best fit for your company?
7. Why do you feel that way?
8. Why does this (topic) matter to you at all?
9. Why is that issue critical to your business?
10. Why?

But SaaS sales are about using a consultative approach, right? How can these questions impact your pipeline?

Why “Why?”

Once you begin to focus on the why, you will notice a change in your sales process. Conversations will shift from generic discovery calls to highly personalized needs analysis. Your average reps will start sounding like rock stars. They’ll be unearthing business issues that usually don’t come up until a later stage of the buying process.

As teams have more valuable conversations, they begin to qualify and disqualify contacts earlier in the funnel. This mitigates the last-minute realization that the contact is not a mobilizer.

If the buyer can answer these questions, it’s a good chance they can influence the decision-making process:

• Why are they evaluating new vendors?
• Why are they looking for specific features?
• Why do they need to alter the status quo?

You would miss all this information if you didn’t qualify with a simple why.

A Shift in the Buying Process

When buyers are looking to make changes in their process, they want to work with an expert that helps them identify the best solution for their needs. Top sales performers will align themselves as consultants for buyers. They will ask the buyer about the goals and needs they want to meet instead of selling them on what lands the biggest commission check.

Salesperson: “Most companies are experiencing XYZ business problem. Is this something you and your team are seeing?”

Buyer: “Kind of.”

Salesperson: “What are you doing to address it?”

Buyer: “We work with Vendor X already.”

Salesperson: “How’s that going for you?”

Buyer: “We’re probably not switching anytime soon, but thanks for reaching out.”

Sprinkle a handful of the example why questions into this same conversation and the entire conversation changes.

Salesperson: “Most companies are experiencing XYZ business problem. Is this something you and your team are seeing?”

Buyer: “Kind of.”

Salesperson: “What are you doing to address it?”

Buyer: “We work with Vendor X already.”

Salesperson: “Why is Vendor X the best fit for your company?”

Buyer: “Because…”

The buyer’s answer is now revealing key information that you would have never uncovered. This information can then be used to position your product against the current solution.

Sales managers: are your reps asking WHY questions?

Sales reps: what are some of your favorite why questions?