Calibrated Questions: How and What
When you hit resistance, ask an open question that starts with how or what, so the buyer has to think about solving the problem with you.
Drawn from hostage negotiation experience and taught widely, but there are no studies of its effect in sales.
Why it works
A how or what question hands the problem to the buyer without a fight. It also makes them say aloud what would work, which is often more than you would have asked for.
How to do it
- Start with how or what; avoid why, which sounds like blame.
- Ask about the problem, not about their motives.
- Use it when they make a demand you can't meet.
- Let them answer fully.
- Build your reply on what they said.
What to say
How would you like us to handle the replacement period?
What would make this an easy yes for you?
How am I supposed to do that at 6%?
What's the biggest challenge you face with this?
Avoid
Asking why questions such as: why don't you want to pay? They make people defensive.
Example
A Lucknow sugar mill wanted a 6% fee. Ashish asked: how am I supposed to find a cane manager of this level at 6%? The mill's HR head admitted it was hard and suggested a fixed fee plus a bonus on joining instead.
Practise it
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