Ask the Right Questions and You Can Sell Almost Anything

Don Draper is the king of cool. After a sales pitch, he seems to have people ready to buy, but that's not how the real world works. It's about knowing your buyer and asking the right questions.

When a customer walks into a store, they aren't always looking to be sold on the best product according to the critics. Susan Adams of Forbes writes on a piece of wisdom brought from the year 1988, in the form of a book called SPIN Selling by Neil Rackham. It provides a method for the salesman on how to get the consumer what they need in order to move product.

The book remains in print despite being almost 30 years old--a testament to it's teachings. Rackham, a behavioral psychologist, developed the SPIN solution for uncovering a customer's needs and finding a product to match it. Another testament to Reckham's selling method are coaching firms, like the one run by John Golden, chief executive of Huthwaite, who use it as their bible to salesmanship. Golden teaches his students that the process starts with an investigation into what the consumer needs:

"You need to uncover the issues or challenges the organization you’re selling to faces. Show you can find a solution for their issues or opportunities.”

“You lead the buyer to draw his own conclusions.”

It sounds like common sense—sell to what the buyer's wants and needs. But, in Golden's experience, that's not the case.

“A lot of salespeople are so anxious to get the sale, they pitch the product as soon as anyone expresses some kind of interest.”

There's also the salespeople who aren't trying to sell you on a new car or camera, either. Huthwaite, for instance, specializes in training people to sell in medical, biotechnical, pharmacological, banking, and IT fields, which requires quite a bit more research on the buyer and their preferences. He suggest to find out who has been assigned to make the purchasing decisions for their company and construct the right questions that will resonate with each person.

“Those people have to be identified and approached differently. Then you establish what the decision-making criteria are for the purchase.”

These questions double to inform you about the buyers needs, but also informs the buyer that you understand their needs. Golden believes that a salesperson doesn't need to have the charisma of a Don Draper in order to make a sale. Thorough research and the patience to listen help more than TV show swagger.

“The conventional wisdom is that your best salespeople are big personalities, gregarious. The truth is the best sellers ask good questions, analyze the answers, and identify nuggets within the answers that they can develop and explore further with more follow-up.”

Read more at Forbes

Photo Credit:

LinkedIn meets Tinder in this mindful networking app

Swipe right to make the connections that could change your career.

Getty Images
Swipe right. Match. Meet over coffee or set up a call.

No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.

Keep reading Show less

This prophetic 1997 Jeff Bezos interview explains the genius behind Amazon

Jeff Bezos, the founder of, explains his plan for success.

Technology & Innovation
  • Jeff Bezos had a clear vision for from the start.
  • He saw the innovative potential of the online marketplace.
  • Bezos explains why books, in particular, make for a perfect item to sell on the internet.
Keep reading Show less
Promotional photo of Lena Headey as Cersei Lannister on Game of Thrones
Surprising Science
  • It's commonly thought that the suppression of female sexuality is perpetuated by either men or women.
  • In a new study, researchers used economics games to observe how both genders treat sexually-available women.
  • The results suggests that both sexes punish female promiscuity, though for different reasons and different levels of intensity.
Keep reading Show less

TESS telescope has found eight new planets, six supernovae

It has found several bizarre planets outside of our solar system.

NASA/Kim Shiflett
Surprising Science
  • The Kepler program closed down in August, 2018, after nine and a half years of observing the universe.
  • Picking up where it left off, the Transiting Exoplanet Survey Satellite (TESS) has already found eight planets, three of which scientists are very excited about, and six supernovae.
  • In many ways, TESS is already outperforming Kepler, and researchers expect it to find more than 20,000 exoplanets over its lifespan.
Keep reading Show less