5 Vital Marketing Questions


In the sales book, “The invisible touch”, Harry Beckwith states that it’s human nature; whether cowboys vs. indians or greeks vs. non-greeks, to be distrustful of each other.

You might say that unfamiliarity breeds contempt. It’s human nature to be very cautious when are hearing about something new.

People feel that they make a buying decisions using logic, but this is rarely the case. Generally speaking, what they actually do is make a decision about what service they’re going to buy, and then justify their reasons for it later on.

So after they have decided, they will often interview a few people just to make themselves feel better about the decision that they have already made.

So one of the best things you can do is ask your prospects some pointed questions, early in the process, to assess what decisions they have already made about you (and your competitors) before you launch into your sales pitch.

Here are some examples of questions that will help you to determine where your prospect stands:

  1. What qualities do you look for when selecting a search partner?

  2. What are your perceptions about us?

  3. What do you know about our firm?

  4. What strengths do you perceive our firm to have that led you to invite us to speak with you?

  5. How do you feel about our competitors?

Getting answers to the above questions will allow you to assess your prospects pre-conceived notions about you. Armed with this insight, you can address those presumptions in a systematic way.

But if you just launch into a presentation without knowing what their pre-conceived notions are, you may not even have a chance.

So you could say that, “questions are the answer” in this case. If you ask high quality questions, in most cases, people will be honest with you and let you know where you stand.

Asking these types of questions would almost certainly reveal the prospects misconceptions, and help you to influence his or her decision about whether or not to work with you.

Before you try to influence a prospects decision, find out what he’s already decided, and why.

Then end the meeting with this powerful question:

“Do you have any concerns about our ability to perform this search? If so, I’d like the opportunity to address them now.”

Good hunting.


About Gary Stauble

Some people live to work, I work to live. I view recruiting as a means to an end – it’s a way to get more of what you really want from your life. Those things include financial rewards, self determination, expressing your talent, control of your schedule, more freedom, more fun and providing an extraordinary service for your clients. I assist owners and their teams in implementing leading edge strategies that create the biggest results with the least required effort.

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