The Greek philosopher Socrates, who lived in the 5th century BC, was known for his teaching method of letting his students reach conclusions by using the knowledge they already possessed and asking thought provoking questions. In her article for the SalesAndMarketing server, Peri Shawn described the issue of sales techniques from the point of view of Socratic philosophy.
This principle can be paralleled in sales as well. Everything depends on what questions the salesperson asks. By making the client talk about himself, he can learn about the client's problems, demands and expectations. After he or she knows these criteria, the salesperson is then able to present an offer that fits the client needs.
Why are you asking?
You can learn the skills of the Socratic dialogue if you follow several basic rules. In order to be able to to understand the context of client interest, it is necessary to start with some basic questions. These will enable you to see the big picture, and only then should you focus in on the details that are relevant to the proposed deal.
Understanding the wider context of the client situation will help you direct your presentation to your customer needs. Moreover, you will also avoid fallacious assumptions which you might make if you did not know the whole context. Example: you may learn that the decision process is not dependent on just, your client, other criteria may need to be taken into account. Then, you can adjust your offer so that it satisfies the whole client team.
Some practical advice for asking questions in Socratic style. Explain to the customer why you are asking the questions. The client may feel uneasy from questions whose purpose he or she does not understand. You should also avoid questions that start with "Why“ because they tend to put the customer in a defensive mode. You should rather use a slightly different, but much more effective form, such as "What made you do" or "What was the reason".
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