Every Question is a Sales Pitch in the Making
Asking Your Prospect the Right Sales Questions
by Allan Colman
An old adage says, "There are no dumb questions." I would take that notion even further and say that when it comes to sales, business development and business generation, not asking the right question is about as unwise as one can get.
Asking a potential client who might win the Super Bowl may break the ice, but you need to turn that moment of levity into a compelling sales pitch. Don’t hesitate to ask intelligent questions. In fact, your client will most likely be expecting them and evaluating whether you were smart enough to ask!
More important even than asking the right question is listening to the answers, which serve to clarify your client’s expectations and offer an opportunity to expand the engagement.
For every question there is intent to glean information to further your law firm marketing goals:
Question: Is this a long-term relationship in which we will support your dealings with the C-Suite and Board of Directors?
Intent: The answer may mean that your personal relationship with inside counsel is the most important factor in the engagement.
Question: Are you looking for proactive and preventive work?
Intent: If that’s an affirmative, you know you must continually show tangible results; without proper packaging of your efforts, your firm may look akin to mice on a wheel—going no where fast.
Question: What makes you happy or unhappy about billing?
Intent: The intent may seem obvious, but if you listen well to the answer, it will hold the key to a successful, long-term relationship. The answer not only ascertains your client’s fee-model preferences, but also works to ensure accountability.
Question: Are there any internal departmental considerations I should be aware of?
Intent: This is your entrée into the inner circle. Of course, the client won’t disclose sensitive information early on, but someday they may well provide valuable confidential intelligence, which will naturally support your client retention efforts.
