Ask Questions, Get Sales (2nd edition) by Stephen Schiffman

Last updated: Aug 7, 2023

Summary of Ask Questions, Get Sales (2nd edition) by Stephen Schiffman

The book "Ask Questions, Get Sales" by Stephen Schiffman is a comprehensive guide that focuses on the importance of asking effective questions in the sales process. The second edition of the book provides valuable insights and strategies for sales professionals to improve their questioning techniques and ultimately increase their sales success.

Schiffman begins by emphasizing the significance of asking questions in sales, stating that it is the key to understanding customers' needs, building rapport, and ultimately closing deals. He highlights that asking the right questions not only helps salespeople gather important information but also demonstrates their genuine interest in the customer's needs and concerns.

The author then delves into various types of questions that salespeople can use to engage customers and uncover valuable insights. He categorizes questions into three main types: open-ended questions, closed-ended questions, and probing questions. Schiffman explains how each type serves a different purpose and provides examples and scenarios to illustrate their effectiveness.

Throughout the book, Schiffman emphasizes the importance of active listening and paying attention to customers' responses. He advises salespeople to listen carefully to customers' answers and use that information to ask follow-up questions that further explore their needs and challenges.

In addition to questioning techniques, Schiffman also addresses the importance of building trust and rapport with customers. He provides strategies for establishing credibility, demonstrating empathy, and creating a positive sales experience for customers.

The book also covers objections and how to handle them effectively. Schiffman provides guidance on anticipating objections, addressing them proactively, and turning them into opportunities to further engage customers.

Furthermore, Schiffman offers valuable advice on how to close sales by asking the right questions at the right time. He provides a step-by-step process for guiding customers towards making a purchasing decision and offers tips for overcoming common obstacles that may arise during the closing stage.

Throughout the book, Schiffman emphasizes the importance of continuous learning and improvement. He encourages sales professionals to constantly refine their questioning techniques, adapt to different customer personalities, and stay up-to-date with industry trends.

In conclusion, "Ask Questions, Get Sales" is a comprehensive guide that provides sales professionals with valuable insights and strategies for improving their questioning techniques. By emphasizing the importance of asking the right questions, actively listening, and building rapport with customers, Schiffman equips salespeople with the tools they need to increase their sales success.

1. The Power of Open-Ended Questions

In his book, Stephen Schiffman emphasizes the importance of asking open-ended questions during sales conversations. Open-ended questions are those that cannot be answered with a simple "yes" or "no" and instead require the prospect to provide more detailed information. These types of questions encourage the prospect to open up and share their thoughts, needs, and concerns, allowing the salesperson to gain a deeper understanding of their situation.

By asking open-ended questions, sales professionals can uncover valuable insights about the prospect's pain points, motivations, and desired outcomes. This information can then be used to tailor the sales pitch and offer solutions that directly address the prospect's specific needs. Open-ended questions also help build rapport and trust with the prospect, as they feel heard and understood by the salesperson.

2. The Importance of Active Listening

Schiffman emphasizes the significance of active listening in the sales process. Active listening involves fully focusing on the prospect's words, non-verbal cues, and emotions, rather than simply waiting for a turn to speak. By actively listening, salespeople can better understand the prospect's needs and concerns, and respond in a more empathetic and effective manner.

Active listening also helps sales professionals to ask relevant follow-up questions and provide tailored solutions. It shows the prospect that their opinions and input are valued, which can strengthen the relationship and increase the likelihood of a successful sale. Additionally, active listening allows salespeople to identify any objections or hesitations the prospect may have, enabling them to address these concerns and overcome any barriers to closing the deal.

3. Building Trust through Authenticity

Schiffman emphasizes the importance of building trust with prospects by being authentic and genuine. Salespeople who try to be someone they are not or use manipulative tactics are likely to be seen through by prospects, leading to a breakdown in trust and credibility.

Instead, Schiffman advises sales professionals to be honest, transparent, and sincere in their interactions. This includes admitting when they don't have an answer to a question and being willing to seek out the information or help needed. By being authentic, salespeople can establish a foundation of trust with prospects, which is crucial for long-term relationships and repeat business.

4. The Power of Silence

Schiffman highlights the power of silence in sales conversations. Many salespeople feel the need to fill every moment of silence with more talking, but this can actually hinder the sales process. By allowing moments of silence, sales professionals give prospects the opportunity to process information, think deeply, and provide more thoughtful responses.

Silence can also be used strategically to encourage prospects to share more information or reveal their true thoughts and concerns. By resisting the urge to fill the silence, salespeople can create a more comfortable and open environment for the prospect, leading to more meaningful conversations and better outcomes.

5. The Value of Preparation

Schiffman emphasizes the importance of thorough preparation before sales meetings or calls. This includes researching the prospect, their industry, and their specific needs and challenges. By being well-prepared, salespeople can ask more relevant and insightful questions, demonstrate their expertise, and provide tailored solutions.

Preparation also helps sales professionals anticipate potential objections or concerns and develop effective responses. It shows the prospect that the salesperson is invested in their success and has taken the time to understand their unique situation. This level of preparation can significantly increase the chances of a successful sale.

6. The Art of Follow-Up

Schiffman emphasizes the importance of timely and personalized follow-up after sales conversations. Following up shows the prospect that the salesperson is committed to their success and values their business. It also provides an opportunity to address any remaining questions or concerns and further build the relationship.

Effective follow-up involves sending personalized messages that reference specific points discussed during the sales conversation. This demonstrates that the salesperson was actively listening and genuinely interested in the prospect's needs. Additionally, following up in a timely manner shows professionalism and helps keep the sales process moving forward.

7. Overcoming Objections with Empathy

Schiffman provides strategies for effectively handling objections during the sales process. Rather than dismissing or arguing against objections, he advises salespeople to respond with empathy and understanding. By acknowledging the prospect's concerns and addressing them in a respectful manner, sales professionals can build trust and credibility.

Empathetic responses also allow salespeople to uncover the underlying reasons behind objections and provide tailored solutions that directly address the prospect's specific concerns. This approach demonstrates that the salesperson is focused on the prospect's success and is willing to work collaboratively to find the best solution.

8. The Importance of Continuous Learning

Schiffman emphasizes the importance of continuous learning and improvement in the sales profession. He encourages salespeople to constantly seek out new knowledge, techniques, and strategies to enhance their skills and stay ahead of the competition.

By investing in their own development, sales professionals can become more confident, knowledgeable, and effective in their interactions with prospects. Continuous learning also allows salespeople to adapt to changing market conditions and customer preferences, ensuring they remain relevant and successful in their careers.