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Questions That Sell by Paul Cherry

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How to Use Impact Questions

It is not enough to bring your customer’s problems to the surface; you also need to help your customer quantify these problems. A customer who does not appreciate the size of the problem will not be motivated to change. The way to achieve this motivation is through the use of the impact question. Impact questions take customers through the problem, asking them to relive it and calculate how it affects the company and themselves.

The impact question often begins with coaching a customer into calculating how much money is lost by staying with the current vendor, product, or service. Let’s look at an example of this approach that Katherine can use with the vice president and then we will discuss the second part of impact ...

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