Many factors influence a B2B sale—egos and power struggles, budget allocation and politics, trending industry fads and the success or failure of what’s been done before. But as you know, you can only control what you can control. And you’ll need that level of confidence for your sales strategy.
To obtain some measure of control, you need information, because knowledge is power. To determine if there’s a selling opportunity, you’ll need clarification of the factors listed below. These are all considerations that influence sales.
- Defining the problem or goal and learn if it’s high
- Understanding what the prospect wants you to do and when it must be completed or delivered
- Determining if the prospect is talking to a competitor
- Finding the decision-maker
- Learning the estimated budget
Likewise, knowing if there was a recent attempt to reach the goal or resolve the problem before you were contacted is also useful intel, as is knowing if the prospect is actively considering another solution that would be provided by someone else.
How to learn this intel
The most efficient way to get the backstory on your sale and create for yourself a realistic chance of winning is to ask questions that bring out the answers you need. Phrase the questions in words that feel natural for you. What’s listed below will both lead you to more sales and guide your sales strategy. They can also quickly eliminate businesses that seem interested but are just not that into you.
10 questions to guide your sales strategy
1. What led you to contact me/ respond to our outreach?
2. Is getting this project done/ product installed an immediate priority? When would you like to see it completed/ made available?
3. Have you been using a solution (i. e., a product or service) that isn’t working? What fell short of your needs?
4. When we reach your goal/resolve your problem, what are three key outcomes you’d want to achieve?
5. What other options are you currently considering?
6. Which department in your company will be the end-users of the product/who will be my contact as we implement the service?
7. What kind of support/ training/ post-sale service would your team like to receive as the solution is being implemented or when the product is purchased?
8. Are you the person who decides the budget for this project? Is funding allocated?
9. Based on what you’ve told me, I think my organization can help you achieve your objectives. I’d like to work with you! What is your decision-making process like?
10. Is there anyone else who might appreciate the chance to talk about this solution? Is there anyone else I might speak with?
For more from Clark on sales and how to make more sales, click here!
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