Proper questions are one of the most powerful tools that B2B reps have. When they ask the right questions, reps don’t only find which prospects are a suitable fit, they also discover what pain points each prospect is experiencing and the goals they seek to accomplish. The right questions also provide visibility into the competitive landscape. With this information, reps can then help their prospects move toward a purchase decision.
Most B2B salespeople are familiar with BANT:
BANT is great to start, but it leaves out several often overlooked questions that you should consider asking prospects. The following are several powerful, yet often overlooked sales qualification questions:
This question is designed to help you discover your prospect’s primary pain point. If you can identify your prospect’s frustrations, you can then offer solutions that alleviate the pain and help close the deal.
This is an awesome sales question because the answer will virtually always offer insight into where in the buying cycle they are, as well as how their organization is structured. For instance, are they investigating other solutions? Are they trying to cobble together budget? Do they have buy-in from key decision makers?
One of the most time-worn sales qualification questions is “Who is your current provider for ”. However, this question alone is probably going to yield a short answer that tells you little-to-nothing about whether they’re a suitable prospect. By asking what the financial impact of their current solution has been you can discover how happy they are with their current offering as well as how open to change they are.
If a prospect wants to make a change, it’s important to understand why. You must identify the catalysts that drive a desire to implement change so you can create your sales strategy. Did they just get budget for a solution? Is your prospect a new hire with a mandate for change? Do they have a lease or policy set to expire? Their answer can help you to identify how big of a priority your solution is.
After you discover what your prospects primary goals are, try to draw a direct line between your solution and those goals. Help them imagine a better reality that awaits them with your solution. If they are unable to see how your solution can help them reach their goals, then it’s up to you to help them see the ways that your solution can make a difference for them.
It’s vital to know when a prospect wants to implement a solution. But it’s likewise crucial to make sure that implementations are successful. That’s why you need to know whether they have the resources in place to handle a successful implementation. One of the best ways to discover this is to see how they’ve handled similar implementations in the past.
For example, some SaaS solutions may require training, administration, custom development and more. Make sure that prospects understand the scope of implementation. If it seems like they don’t have the resources to handle a large implementation up front, consider lowering the scope of the deal. Starting small can be an excellent way to prove value. And once value is proven, it’s relatively easy to expand.
In B2B sales, it’s a single decision maker is rare. There are usually stakeholders from a variety of departments, each with their own set of pain points, concerns and goals. During discovery calls, it’s vital to not only identify who other stakeholders are, but try to get insight into what they might be concerned with. This will be extremely valuable when you’re attempting to form a coalition of stakeholders to approve the deal.
Want more awesome B2B sales questions? Check out our Ultimate Sales Call Cheat Sheet!
Zack is a Sales Content Specialist at RingDNA. He is passionate about solving everyday problems and increasing performance through innovative technology. Zack has worked directly with sales teams and understands the challenges they face on a daily basis. When he's not developing and sharing knowledge at RingDNA, he loves being outdoors, hiking, and coffee.