Salespeople 'must learn the skill of asking relevant questions'

It is crucial that salespeople master the skill of asking succinct and relevant questions when meeting a potential client, as long-winded and complex queries are often met with confused and unhelpful answers.

Mark Hunter, a motivational sales speaker, wrote on the Sales Hunter blog that many sales professionals believe that long questions make them seem more intelligent and astute, which is the wrong approach to adopt.

Executives could bring in the expertise of a sales consultancy to help the sales team understand that short and simple questions allow the customer to lead the conversation and, crucially, give an answer which is relevant.

"Keep them simple and most of all let the customer drive the discussion. I have a saying I like to use: 'Short questions get you long answers, long questions get you short answers'," Mr Hunter said.

Another area where the knowledge of a sales consultancy could make a significant difference is helping staff identify a buyer's motivation and building the pitch around it, which JF Corporation chairman Jonathan Farrington, writing on his personal blog, stated was vital to any sales team's success.