When I started driving, one of the most important things I had to learn was balancing the clutch!
Because I knew, if I couldn’t balance the clutch, I wouldn’t be able to take off, let alone drive somewhere!
And you might have had the same feeling.
But the reason I told you that little story is because it relates to the question that I’m asked most frequently:
What’s the most important skill in sales?
Before I tell you, let me show you a quote by Simon Sinek:
“There is a difference between listening and waiting for your turn to speak.” Simon Sinek
Can you guess the skill? If not, maybe this quote by the Dalai Lama helps:
“When you talk, you are only repeating what you already know. But if you listen, you may learn something new.” Dalai Lama
And that’s the key.
Now this might suggest that listening is the most important skill in sales.
It both is and isn’t…
Because listening isn’t exactly the most important sales skill, but it is what you need in order to perfect the most important sales skill.
And it’s not objection handling.
It’s not pitching the perfect solution.
It’s not even having a killer close.
The reality is that sales is about control, but not in the way most people think.
You don’t control the sale by talking more, pushing harder, or delivering a perfectly rehearsed pitch.
You control the sale by asking the right questions, in the right way, at the right time.
And that’s the answer.
But why is it so important?
Because the best salespeople uncover, understand, and guide. And the tool they use to do that? Questions.
On the other hand, most salespeople either:
- Don’t ask enough questions and jump straight into selling
- Ask surface-level questions that don’t dig deep enough
- Ask the right questions but at the wrong time
- Ask the wrong questions at the wrong time
Imagine you’re on a first date, and before the starter arrives, your date asks, “Where do you see this relationship going long-term?”
It’s too soon, right?
Sales works the same way. You wouldn’t ask a prospect, “How would you feel about moving forward?” in the first 10 minutes of a call. It’s out of place. It feels pushy. And it makes people shut down.
Instead, you should follow a structured approach to questions.
Building rapport first, then digging deep, and only then moving toward a close.
This helps guide your prospect down the path where they’ll purchase without being pushy or desperate.
And great sales questions help you gather the necessary information you need, in order to guide your prospect down that path.
They can:
- Uncover real needs and challenges – “What impact is this issue having on you personally?”
- Create urgency – “What happens if you do nothing?”
- Qualify effectively – “Who else should we involve in these discussions from your team or company?”
- Build trust – “Can you tell me more about how this issue affects your team?”
- Guide the prospect toward a decision – “What does success actually look like for you?”
What’s key to understand is that it’s not about interrogating your prospect. It’s about guiding them on a journey and helping them discover for themselves why they need to solve their problem and why they should do it now.
Now, if you’re not sure what questions to ask, don’t worry. I’ve put together a 52 Sales Questions Guide that gives you the exact questions you need to control conversations, build trust, and close more deals.
Download the 52 Sales Questions Guide.
And if you want to know when to ask questions, then stay tuned because that’s coming next week!
For now, focus on nailing down the right questions.
