Sales Skills / Ask Better Questions, Sell More / Lesson 18

LESSON 18 · ASK BETTER QUESTIONS, SELL MORE

Ask About the Cost of Doing Nothing

Twenty practical ways to ask about the cost of doing nothing, helping customers see that waiting also has a price.

Standing still is a choice with a cost. Help them see it, gently.

11 tipsEasy things to say7-day plan

Start with tip 1

Jump to the 7-day plan

11 tips that really help

These ideas come from SPIN Selling (Neil Rackham), Gap Selling (Keenan), The Sandler Rules (David Mattson), and everyday practice. The first six help the most. Pick one and try it today.

TIP 1

Doing nothing has a price

Delay can cost money, time and opportunity even when it feels safe.

TRY THIS
Help them see it.

TIP 2

Ask what it costs now

What is this problem costing you each month? makes loss visible.

TRY THIS
Ask for a number.

TIP 3

Ask about next year

Projecting forward shows how costs grow.

TRY THIS
Use a timeline.

TIP 4

Ask about missed chances

Opportunities lost are costs too.

TRY THIS
Ask what they cannot do.

TIP 5

Ask about risk

Possible failures or complaints add weight.

TRY THIS
Be gentle.

TIP 6

Let them calculate

Their own figures persuade better than yours.

TRY THIS
Hand them a calculator.

TIP 7

Compare with the solution cost

Show how the cost of action compares to inaction.

TRY THIS
Put them side by side.

TIP 8

Ask what has been postponed

Past delays show the pattern.

TRY THIS
Listen to their story.

TIP 9

Acknowledge fears of change

Change can feel risky, so show empathy.

TRY THIS
Reassure them.

TIP 10

Offer a small start

A low-risk first step reduces fear.

TRY THIS
Suggest a pilot.

TIP 11

Summarise the stakes

Recap what they said about costs.

TRY THIS
Write it down.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

ASK

“What happens if nothing changes?”

COST

“What could that cost over a year?”

RISK

“What risks does waiting create?”

TIME

“How long can it continue like this?”

CHECK

“Is that acceptable to you?”

THANKS

“That is an important point.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Write three cost-of-inaction questions

DAY 2
Ask one on your next call

DAY 3
Quantify the cost together

DAY 4
Listen to their reaction

DAY 5
Avoid scare tactics

DAY 6
Link to your solution

DAY 7
Review your tone

Further reading

• SPIN Selling (Neil Rackham)
• Gap Selling (Keenan)
• The Sandler Rules (David Mattson)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

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These lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.