Secondary questions

The sales closing process is a crucial aspect in sales. It is the moment when you seek to gain the customer's commitment and close the sale. However, the sales closing should not be seen as an aggressive or manipulative tactic, but as an opportunity to help the customer make an informed and beneficial decision.

A key aspect of the sales closing process is the use of secondary questions. These questions allow the salesperson to guide the conversation toward a choice between different options that fit the customer's needs. By offering two alternatives, the customer is helped to make a decision rather than simply responding with a "yes" or "no" answer. This creates an environment of active participation on the part of the customer and invites the customer to consider the available options.

How to use secondary questions?

An effective strategy to achieve sales closure is to use secondary questions strategically. These questions, also known as choice questions or alternative questions, allow the salesperson to subtly guide the conversation toward a choice between different options that fit the customer's needs and preferences.

For example, suppose an auto insurance salesperson is in a meeting with a potential customer. After presenting the different insurance plans available, the salesperson can use a secondary question to engage the customer in the decision-making process. He might ask, "Would you prefer the basic insurance plan that offers standard coverage at a less expensive price, or the premium plan that includes comprehensive coverage and additional benefits at a slightly higher price?"

By offering two alternatives, the salesperson is allowing the customer to make an active decision based on their preferences and needs. Rather than simply responding with a "yes" or "no," the customer is involved in the process of evaluating and comparing options. This gives them a sense of control and empowerment, as they can choose the option that best fits their circumstances and priorities.

Get feedback from your customer

The strategic use of secondary questions can also help the salesperson gain valuable information about the customer's preferences and specific needs. For example, an appliance salesperson might ask, "Do you prefer a refrigerator with more storage capacity or one with advanced energy-saving features?" This question not only allows the customer to express his or her preferences, but also provides the salesperson with relevant information to recommend the most suitable product.

Provide attractive options for the customer.

It is important to note that when using secondary questions, the salesperson must be sure to present meaningful and relevant options. The alternatives should be designed so that both are attractive to the customer, but with clear differences that allow for an informed choice. In addition, it is essential to listen carefully to the customer's responses and tailor the conversation accordingly, providing additional information and clarifying doubts to help the customer make