Possibly the Single Best Question a Salesperson Can Ask a Prospect in a 1st-Time Meeting

I have used the "challenge" question time and time again. It's never failed me. In fact, it's allowed me to help decision-makers solve key business issues that impacted their bottom line.

Let's say I met with a salesperson that specialized in SEO (Search Engine Optimization.) If he asked me what my single biggest challenge was when it came to growing my business, I'd be happy to tell him. And in answering that question, I would talk at length. I know this from asking people similar questions. But I also beta tested it myself, and you should too. Here's how it went down:

I staged a role-play with a colleague with the assumption that it was a first-time meeting, and that he would ask me a "challenge" type question in the first few minutes. (After he opened the call with a brief overview of his company). The exercise of my answering truthfully made 3 things abundantly clear:

1. It's a difficult question to answer concisely, hence a lot of information is revealed
2. By asking the appropriate "challenge" type question early in the meeting, you keep the meeting focused on issues of vital importance to the decision-maker
3. If you're the one asking the question, you better be good at taking notes!

Here's a story that ties into all of this. I set a meeting with an executive at a financial services firm who had tons of small business clients. I called him to determine if he saw value in customizing one of my books titled "The Customer-Approved Small Business." (US Bank and Guardian Life customized this book with their logo etc. to provide "Gifts of Knowledge" to their small business clients).

I made an introductory phone call to see if he'd schedule a 10-minute meeting to explore potential. He said yes.

The day of the meeting arrived; I had a structured 10-minute meeting all mapped out, I emailed an agenda ahead of time and I brought hard copies to the meeting. Only problem was, he didn't follow the agenda...bad customer! (He spoke primarily about his industry in general and his role at the firm).

At the 9 minute mark, I mentioned our time was running out. He smiled and said we still had a minute, and I had the floor. So I asked him what his single biggest challenge was when it came to strengthening relationships with his small business clients.

He leaned back in his chair (good sign) and said "Hm... good question." (Better sign). Can you believe he spoke for about 7 minutes! And I took notes like crazy.

I share this story to illustrate how effective this question can be. After all, this busy decision-maker extended our meeting by 50% as a direct result of that one question, and he gave me 7 minutes of very useful information. His response provided me with the insight to truly understand where they were at and whether my offering was a fit. What's not to like?

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