The investigation phase is dedicated to finding out the prospect’s needs, in order to correlate them with benefits later on during the call. Investigation is usually absent from call scripts, because the customer’s answers cannot be anticipated.
The objective for this stage is in compiling a clear list of what the prospect needs and expects and needing actions which include ask open questions that follow a specific sequence, in order to keep this stage short and effective.
Open and Closed Questions
Questions help telesales executive find out the prospect’s needs. The simplest classification of questions places them in two distinct categories: open and closed questions. Open questions require an elaborate answer and help telesales executive get more information from the prospect. They usually begin with “How”, “Who”, “Why” or “Where”.
Closed questions require a fixed and simple answer. In telesales, they can help telesales executive guide the discussion by demanding precise information which the prospect may not elaborate. In the investigation phase, open questions are more useful, as they offer more details which telesales executive can use later on in the sale.
Questioning Sequence
The average length of a telesales call varies between 3 and 15 minutes. That means that time is short and it has to be put to good use. If telesales executive ask too many questions, the prospect might get bored or irritated and hang up. Telesales executive should plan questions ahead. Important considerations includes
- Questions about their current situation – Ask two or three open questions to find out what the customer is currently using to meet the needs that are also met by the product or service.
- Questions about what they would improve – Ask them what they are not completely satisfied with at the moment and they would like to see improved.
Questions about how they imagine perfection – Ask them how they visualize the perfect product or service that meets their needs on that specific subject. Pay very close attention to what the customer answers and draw their needs from their answers.
