Following suggestions and requests regarding content in the “Expert Opinion” section or category in Doble Llave, and always committed to providing accurate, interesting, and up-to-date information on valuable topics, we began publishing articles in the Grupo El Sumario media, specifically requested by specialist Carlos Rosales. He has a recognized expertise and international reputation in this field. We are extremely grateful for his collaboration and participation.
“One of the most decisive skills in B2B sales isn’t knowing how to speak, but knowing how to ask. Well-posed questions don’t just extract information: they open doors. They allow you to uncover real needs, identify hidden problems, and connect with the motivations that drive the purchase decision. In an environment where products look similar and competition is fierce, the way you ask can be your most strategic advantage.”
-It’s not about conducting an interrogation. The art lies in combining different types of questions depending on the moment and the type of customer. Below, I share five essential types of questions that you must master to sell intelligently and professionally.
- Open-ended questions
They invite reflection and give the customer space to express themselves:
What would you like to improve in your current situation?
These questions are key to starting conversations and building trust.
- Closed-ended questions
They seek specificity. They are answered with a “yes,” a “no,” or an option:
Are you satisfied with your current supplier?
They are useful for validating hypotheses or moving forward with specific decisions.
- Probing Questions
They allow you to delve deeper into what the client has already said:
What makes you say that?
How does that affect your business?
They are used to clarifying, explore, and identify needs that the client may not have fully expressed.
- Implication Questions
They help the client assess the cost of not acting:
What impact does that have on your profitability?
These questions are powerful for generating urgency and making the consequences of the problem visible.
- Benefit Questions
They project a concrete solution and its advantages:
What would you think if you could reduce your costs (expenses) by 20 %?
They work well in the closing phase, by linking the value of your proposal to a desired outcome.
The key is in the order and listening
“Knowing what to ask is only part of the game. What makes the difference is the order in which you ask them and your ability to actively listen. Questions should flow naturally, guiding the customer from discovery to decision. And above all, each answer should become a clue that leads you to the next appropriate question.”
-Remember: the best sales are not closed with a speech, but with a conversation. One in which the customer feels understood, not pressured. One in which you don’t talk more, but better.
“Are we using questions as a value tool or just as a disguised form? Start practicing this skill and you’ll notice the change. Asking well is selling better.”
Bio of the author of these concepts
Carlos Rosales is a graduate professor at several universities in Colombia, Panama, Venezuela, and Guatemala. Author of the books “People Buy People,” “People Buy Leaders,” and “Epic Sales Blunders,” with more than 90,000 copies sold. He is a trainer of sales professionals throughout Latin America. A high-impact speaker and mentor.
Recognized by LinkedIn as one of the Top Voices in Latin America and by GOIntegro as the Top 12 HR Influencers in Colombia.
He is currently the director of Consultores Neurosales, a training and human development company with a presence throughout Latin America.
BitFinance.News
Taken from and with information from Doble Llave
(Reference image source: The Jopwell Collection on Unsplash)
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