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The Art of Questioning on a Cold Call

Questioning in the sales process is so powerful when the technique is applied correctly. After you have grabbed the customer’s interest with an opening statement, you need to ask questions to find out what the customer really wants. It is almost as if you have to do this in order to earn the right to talk to them about your product or service afterwards.

However, the right type of questions need to be asked and this is where so many telemarketers go wrong. You need open-ended questions that get you more information – questions that keep the customer talking about themselves. These questions begin with “What, Why, Where, When, Who, Which and How”. So many telemarketers ask questions that will get a “yes” or “no” answer. These are called closed questions. They should be left until the end of the conversation when the customer is ready to buy the product, e.g. “Based on what we have discussed would you like to buy now?”

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