Understand Your Buyer > How People Work > Question Context

 

What is it?

When your buyer asks a question, it will always be in a bigger context and forming a bigger picture. If you can recognise this, you will do a much better job of answering the question correctly.

 

Why does it work?

It works because it’s human nature. By asking questions we create an image or satisfy ourselves that the thing we are buying will not only deliver the result, but it will meet all of our expectations and be compatible with our needs and situation.

 

How can you use it?

There are 2 simple ways to put this into practice:

 

1 – Literally ask them things like “what makes you say that?” to dig a little further.

2 – Consider if YOU were the buyer, why would you be asking about XYZ?

 

The question they are asking will always be within a context and it’s the combination of the question itself and the reason that they are asking that will help the buyer to make their decision.

 

Example:

A buyer needs to know if your solution is compatible with their existing system. They ask if your solution has X, but there might be other compatibility questions/issues you can help them explore if you don’t take the question at face value.

 

See also

• The Compatibility Effect
• Unspoken Motivation

 

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