---
tags: A2, Discovery
---
# Introduction to question dynamics

Do you still think questions are only useful to get information?

Think again! Different kind of questions can be used to:
- Control a conversation
- Show interest and build relationships
- Explore people's personality
- Diagnose problems
- Test people's knowledge
- Emphasize a point
- Encourage discussion

In fact, **question-based selling** is the most effective way to sell. Period.

Why?

:::info
:bulb: Prospects don’t see value from what you say, they see value in what they say.
:::

This small insight is crucial. **Sales is not about telling the prospect what their need or problem is, it’s about helping them discover it on their own.**

:::info
:bulb: The goal is therefore to guide the prospect to become aware of their need or pain, and the potential impact it has, on their own.
:::

To begin with, let's have a look at the different kinds of questions you can use in a conversation.

{%youtube 1dO0dO__wmE %}

 
## Most important question types for sales
Generally speaking, the most important question types are:

* **Closed questions**
* **Open questions**
* Funnel questions
* Probing questions
* Leading questions
* Rhetorical questions

For now, let's focus on the 2 most important for qualification in sales that you will be using most often: closed ended and open ended questions.

| | Closed questions | Open questions |
| ---- | ---------------- | -------------- |
| What | Closed questions ask for very short answers like “yes” or “no” or answers with a word or two. | Open questions ask for elaborate/explanatory answers and they begin with what, why, how, describe, explain, where, which, when etc. They allow far more qualitative feedback.
| Example | Are you still the VP of sales? Do we agree on this next step? Are you happy with the services that we provide? | Could you please describe your needs and current circumstances? What do you think about this product? How do you currently go about this?
| When to best use | Usually at the beginning or end of a conversation. | To take a conversation to the next level and start a real dialogue. |

To summarize the use of closed and open questions, here is what you should keep in mind on what they are best used for:

**Closed questions:**
* Getting started with the conversation
* "Do you already have a solution in place for ABC?"
* Confirm basic facts like:
* "How many salespeople do you have?"
* "You have just acquired competitor ABC, right?"
* Secure comittment:
* "Are you ready to move forward?"

**Open questions:**
* Intensify a conversation as the other person gets comfortable:
* "What does your current process for ABC look like?"
* Diagnose the pain
* "How do you feel about the current process?"
* "What are challenges you are facing?"
* identify the impact
* "What does challenge ABC cost you right now?"
* "What would it mean if you solved it"
 

Easy right?

Now let's see how you can use these questions to control the speed of a conversation.

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