How to get the intel you need

Senior executives are used to asking and answering tough questions. Just because they balk at your first attempt to uncover information, doesn’t mean they won’t eventually divulge it. You just need to approach it differently.

Here are four ways to get better intel from your prospects:

1. Be direct. Instead of saying “Can I ask what your current arrangement is costing you?” be more direct and ask “What is that costing you?” The first question is a request and can easily be refused. However, a direct question like the second one is more likely to generate the response you’re hoping for. If your prospect does not respond, wait for another opportunity and ask the same question in a different way.
2. Show you know. Preface your question by demonstrating your expertise. “Some of the other companies in your industry tell me that this issue costs them upward of $50K. How does that compare with your situation?”
3. Try, try again. Broach the topic later in the conversation by saying, “You mentioned that you are experiencing X. What impact is that having on Y?”
4. Be upfront. Say something like, “I appreciate that that information is confidential. However, part of my job is to figure out exactly how we can help you. Telling me how X affects your business will help me build a solution for you.”

I will be the first to admit that it’s difficult to keep asking about a topic that appears to be off limits. However, don’t be put off by a prospect’s knee-jerk reaction. Instead, look for alternative ways to get the information you need. If you can muster up the courage, you’ll be way ahead of the competition.

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• Do you know what you need to know?
• 4 ways to get better at asking
• Power questions: Better to ask than to tell