Selling Today: Partnering to Create Value, 14/e

The Four-Part Consultative Questioning Strategy

Table 11.1 illustrates the use of a multiple-questioning strategy to discover customer needs. This strategy is based upon the research studies discussed earlier, as well as that conducted for the “Questions, Questions, Questions” sales training video described in the opening material for this chapter. The four types of questions are situation questions, probing questions, confirmation questions, and need-satisfaction questions. Developing skill in the use of these questions will work best if the consultative salesperson develops the mind-set that it is more important to understand the customer than it is to persuade the customer. You will note similarities to the SPIN Selling and personal selling ...