Why do agents avoid asking the tough questions? Some agents are just not experienced enough to know what questions to ask and will learn in time. However, some agents have an issue called conflict avoidance. We are raised to not create conflict. Realize that the problem is with you and it has nothing to do with hurting your prospect’s feelings.
So why ask the tough questions? Your job is to uncover an emotional need. Emotions sell. Logic does not. People buy on emotion but are moved to action by logic. We have to provide an emotional justification so they will make a logical purchase. Even those who say they buy logically do so because of how that makes them feel. Asking the hard questions creates conflict, and conflict is necessary before someone will change. If the status quo is comfortable, then people will tend to wait to make a decision. They must feel the loss before they will make a decision.
How do you ask the tough questions?
- Ask with an attitude of a sincere desire to help. People can tell the difference between phoniness versus sincerity.
- Have an attitude that you’re supposed to ask the tough questions, because no one else has cared enough to ask the hard questions.
- Ask for permission to be frank. “Mr. Jones, can I be frank with you?”
- Use third-person stories to get the hard points across. Refer to examples.
A good setup question is: “Has anyone ever gone over this information with you so that you could understand it?”