The Art of Asking Questions

The Rule of Change
SalesChannel
Europe

If you do what you
have always done
You will get what you
have always had
©2008 SalesChannel Europe SARL. All rights reserved 2

Traditional Execution of Strategy

3

Make sense of an
ambiguous, uncertain
situation

Make revisions by
Make choices. What to do.
incorporating new
Equally important. What
information that execution
not to do.
has produced

Make it happen. Execute
for that iteration

4

SalesChannel
Europe

"We must be the change we
wish to see in the world."
- Gandhi


That’s the stupidest idea I ever heard!

The Art of Listening
SalesChannel
Why Listen? • Uncover needs
Europe

– Rational
– Emotional
• Identify Style
• Create a Positive Impact
• Learn

4 Levels of Listening:
To Confirm

Selectively
Politeness

To Learn

The Art of Listening
SalesChannel
Europe

• Keep asking questions
• Ask a lot of questions
• Shut up and listen
• Gentile follow-up questions
• Clarify ambiguity
• Summarise what you have understood
• Earn the right to ask PAIN questions
• When you need help – ask for it

Listen for what is different, not what is the same


SalesChannel
Europe


Communicating with Emotion
SalesChannel
Europe
Emotion = Energy in Motion

Speak in Technicolor


Communicating with Emotion
SalesChannel
• Energy Europe

• Enthusiasm
• Body Language
• Questioning
• Listening
• Note Taking
• Sincere Interest
• Emotions move people to action

Must have conviction:
• People make decision based on emotion and justify with rational reasons
• Must give them both emotional reasons and rational arguments

“The height of your accomplishments will equal the depth of your convictions.”
- William F. Scolavino


MOTIVATIONAL
DRIVERS
21

SalesChannel
Europe


The Psychology of Change*
SalesChannel
Europe
Positive
Positive Positive
Present Future

Sustain Attain

Negative Negative
Present Future

Change Avoid
Negative

*Source: The Prime Solution by Jeff Thull, Dearborn © 2005
www.primeresource.com

Present Future

SalesChannel
Europe

©2008 SalesChannel Europe SARL. All rights reserved

Asking Questions in Colour
SalesChannel
Europe
White Questions Current situation
Facts, data & information
white snow: pure, cold hard facts

Green Questions Desired situation
future state
Grass, trees, growth, can become

Obstacles
Black Questions important, powerful
Dark, night time, can’t see in the dark. Turn on the light to see
what stands between current situation and desired situation.

Red Questions Feelings
fire, explosive color, highly emotional
“If Stan doesn’t do something he won’t be able to get there
by himself. Stan needs to talk to you.”


SalesChannel
Europe

“No one cares how much
you know, until they know
how much you care.”
Ralph Waldo Emerson


GETTING RESULTS
THROUGH
OTHERS
29

Questions Drive Our Actions
SalesChannel
Europe
The Outcomes
Observable Results

Our Habits
Behaviours

What We Feel
Invisible

Emotions

What We Think
Thinking


The Conversation Directional Compass
SalesChannel
Europe
Philosophical

Conversation
Directional Compass

Problem Solution
Focused Focused

Detailed


Asking vs Telling
SalesChannel
Ask Europe
Ask – Tell Quadrants

Problem Solution

Tell

Questions?
SalesChannel
Europe

You can tell a man is clever by his answer

You can tell a man is wise by his questions


SalesChannel
Europe

“Seek first to understand, then to be understood”
- Stephen R Covey


Why Ask Questions?
SalesChannel
Europe

• Uncover needs
– Rational
– Emotional
• Identify Style
• Create a Positive Impact
• Learn


Questions
SalesChannel
Europe

Closed Questions: Open Questions:
Is Who
Are What
Was Where
Were When
Have Why
Has How
Will Tell me about…
Do Give me an example…
Does Describe for me….
Can Give me a wish list…
Would Please explain to me…
Could


Questions, Questions, Questions
SalesChannel
Europe
Questions Funnel

Broad Needs

Specific Needs

Leverage Questions

High Yield Needs

Drill down to find those high yield questions


Why Ask Diagnostic Questions*?
SalesChannel
Europe

1. Facts
2. Opinions
3. Feelings

*Source: Based on Diagnostic Selling® from the book Exceptional Selling by Jeff Thull, John Wiley & Sons Inc. © 2006
www.primeresource.com

©2009 SalesChannel Europe. All rights reserved 41

3 - Level Questioning
SalesChannel
Europe

Question Area 1 Question Area 2 Question Area 3

1. 1. 1.
2. 2. 2.

3. 3. 3.


SalesChannel
Europe

“Tell me a fact and I believe.
Tell me a truth and I learn.
Tell me a story and it will live
in my heart forever.”
Mark Twain


Creating Ideas that Stick
SalesChannel
Europe

Persuasive (sticky) ideas:
Sticky = understandable, memorable, and effective in changing
thought or behaviour

Six Principles:
• S - Simple
• U - Unexpected
• C - Concrete
• C - Credible
• E - Emotions
• S - Stories


Creating Ideas that Stick – UNEXPECTED, STORY
SalesChannel
Europe


Creating Ideas that Stick
SalesChannel
Europe

Get People to Act :

• Remember how SUCCESS helps people to:
– Pay attention Unexpected
– Understand and remember it Concrete
– Believe and agree Credible
– Care Emotional
– Be able to act on it Stories


CREATE Insights
SalesChannel
Europe

The Brain


SalesChannel
Europe

Sales Performance Motivation
David R Ednie
President & CEO
SalesChannel Europe SARL
Ph: +33 676 600 925
Fax: +1 501 639 0126
Email: david@saleschannel-europe.com
Blog: http://saleschannel.blogspot.com
Website: www.saleschannel-europe.com


The Art of Asking Questions

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