The humble question is perhaps the most useful presentation tool in our toolbox, yet it’s easy to forget. While questions are a natural part of building rapport and learning about your prospective client, they can also be used to help persuade a client.
A question is more effective than a statement in situations where you know the facts tend to support your argument, or tap into known client concerns. Statements fall of deaf ears while questions invoke some processing and internal confirmation on the recipient’s part. (It can help them come to your conclusion with their own reasoning.)
Some examples of questions and their applications:
Q: Do you feel as safe in this neighborhood as you did when you moved in?
(Useful when the prospect has voiced some concerns about crime and/or crime statistics point to an increase in crime in the area.)
Q: Do you have the space you need to raise a family in this house?
(Useful when a couple is expecting, or plans to have kids soon.)
Q: Are you concerned at all about future maintenance expenses?
(Useful when someone has shown an interest in downsizing.)
Q: What might you do with time you’d save not dealing with the lawn?
(An open-ended question prompting visualization, good for prospects thinking about a condo.)
While obviously leading questions can ring of used-car-salesmanship, well-crafted ones can be a powerful tool. The only question that remains: Will you use questions in your presentations now?
