Every day countless sales are lost because salespeople blurt out simple answers to what they mistakenly see as simple customer questions. The fact is that many customer questions, if answered immediately, will derail the sale.

Two classic sales errors can occur when you answer the wrong question too fast. First, the question may throw your presentation out of sequence. For instance, the customer may ask about price before you have had a chance to identify needs or establish the value of your solution.

If you don’t know the reason behind the question, probe for more information.

The second error arises when a seeming innocuous question is, in fact, loaded, and you don’t have enough information to answer correctly. If you don’t know the reason behind the question, your hasty answer may land you in trouble.

For instance, have you ever fallen into a trap like this…

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).