Sales Skills / Ask Better Questions, Sell More / Lesson 24

LESSON 24 · ASK BETTER QUESTIONS, SELL MORE

What Does Success Look Like to Them?

Twenty practical ways to learn what success looks like to the customer, so your solution is judged on their terms.

Success is personal. Ask them to describe it.

10 tipsEasy things to say7-day plan

Start with tip 1

Jump to the 7-day plan

10 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

Success means different things

Ask what a great result looks like for them, not just for you.

TRY THIS
Listen carefully.

TIP 2

Ask for a picture of success

Describe the situation six months after a perfect outcome.

TRY THIS
Request details.

TIP 3

Ask how they will measure it

Numbers or signs make goals concrete.

TRY THIS
Write them.

TIP 4

Ask about personal success

Their career or reputation may depend on it.

TRY THIS
Be sensitive.

TIP 5

Ask about timeline

When would they like to see results?

TRY THIS
Set a date.

TIP 6

Ask who else defines success

Others may have different measures.

TRY THIS
Include them.

TIP 7

Repeat their definition

Check you captured it precisely.

TRY THIS
Say in your words.

TIP 8

Revisit later

Check progress on their definition.

TRY THIS
Schedule reviews.

TIP 9

Celebrate success together

Mark when goals are reached.

TRY THIS
Send a note.

TIP 10

Define success together

Your idea of success may differ from theirs.

TRY THIS
Ask first.

Easy things to say

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

ASK

“What would a great result look like?”

MEASURE

“How will you know it worked?”

TIME

“By when would you like to see it?”

WHO

“Who will judge the result?”

CHECK

“Is that right?”

THANKS

“That is very clear.”

Your first week

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

DAY 1
Ask for the ideal outcome

DAY 2
Ask how they will measure it

DAY 3
Ask by when

DAY 4
Ask who judges

DAY 5
Write their definition

DAY 6
Confirm it

DAY 7
Link to your proposal

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.