Years ago, the absolute authority on sales training was J. Douglas Edwards. He was far ahead of his time then, and his precepts remain true today ... long after his death. One theme present in every system and technique he presented was the power of questions in sales. He believed there is more money to be made in asking the right question than in giving the right answer. He was (and is) right.

How's your question inventory? Are you constantly expanding or modifying the questions you routinely ask in sales situations? Below, you'll find "questions that are the answer" to effective prospecting, efficient qualifying, proficient closing, and professional servicing. try them on for size. Modify them to your style. Consider when and where you might use them, and make them part of your own question inventory. It's the key to success in sales. Questions are the answer!

Anybody can get a listing. The key to success is getting the listing at the right price. The old adage, "A home priced properly is already half-sold," is as true today as it was years ago. The use of questions from your question inventory can make a real difference in finding out if you can list it at the right price. Consider these:

• Why are you selling?
  
• What timetable have you set to sell your house?
  
• How long have you owned your home?
  
• What improvements have you made?
  
• Are you having anyone else assist you in valuing your home for marketing?
  
• What do you plan to do to your home to get it ready for marketing?
  What negotiating strategy do you plan to use with prospective buyers?
  
• What's the major factor that would entice a buyer to pay your suggested price?
  
• Are you in a position to assist the buyer in securing financing if they would purchase your house?
  
• What impact do you think competing properties and financing terms will have on your final sale price?
  
• How critical do you think it is to have your home priced competitively in the initial month of marketing?

Handling the ad call

Our contact with a (buyer) prospect call on an ad (or sign) is typically our first contact. They can end that contact quickly so we have to maintain a service (helpful) posture at the same time we find out critical bits of information. We have to ask questions too! We can have a few questions ready, straight from our Question Inventory. Consider adding the following to your ad call dialogue:

• What was there about the ad that prompted you to call?
  
• How long have you been looking for a home?
  
• Do you live in the area?
  
• Do you own a home now or are you renting?
  
• How do you plan to finance the purchase of your new home?
  
• In what price range are you looking? (How did you arrive at that ranges)
  
• Describe the home you are looking for.

Caution: You may only be able to ask a few of these in one call. Sprinkle them in among the caller's questions.

Getting the buyer to buy

Indecisive buyers are the norm in our world. In that a house is typically the largest single purchase a buyer will ever make, indecision is a likely result. Failing to get a decision from a buyer can cost you time, effort. resources and lead to disappointment for the buyer too. Bridging this "gap of indecision" is made possible by asking questions. Do you have any of the following in your Question Inventory?

• Have you bought a home before?
  
• What was that experience like?
  
• If we found a home today that meets your needs, are you in a position to make it your own?
  
• If I told you tomorrow that someone else bought this property, would you be disappointed?
  
• Are you aware of the Five Fatal Mistakes most home buyers make? (and how to avoid them?)
  
• To whom will you turn to for advice in the purchase of this home?
  
• Would you allow me to ask you after every showing, "Would you like to own this one?"
  
• How long have you been looking? What have you seen that you've liked?

First contact with the seller

Sellers have choices. It's rare that they would consider listing with you without at least considering one of your competitors. Your first contact with this seller, that you've not known before now, might be on the phone or at a brief face-to-face meeting. Does it make any difference if during that initial contact you ... ask questions ... ask enough questions... ask the right questions! You know it does. What questions are in your Question Inventory for use at the initial contact with a seller? Are you using any of the following?

• Have you sold a house before?
  
• Did you use the services of an agent?
  
• What was that experience like?
  
• What did the agent do that you -liked? -disliked?
  
• What did the agent do that was most effective?
  
• How many houses did you view before purchasing this house?
  
• What persuaded you to purchase this house?
  
• What criteria are you going to use to select your listing agent?

Getting the listing

How effective are you at asking questions during your listing presentation discussion with a seller? Don't make the mistake of thinking this is a presentation to tell, tell and tell. It is ripe with opportunities to ask questions too. Taking and using questions from your Question Inventory will keep the sellers involved and allow you to know how well you're doing. Do you ever ask the following?

• What are your expectations from the agent who lists your home?
  
• I contact all my sellers with market updates every Tuesday. Would that work for you?
  
• Isn't the best agent to market your home is the one with the best marketing plan?
  
• Can you see why we at ABC Realty are so successful at marketing homes?
  
• Do you have any doubts about my ability to sell your home?
  
• Are you ready to proceed and put your home in our care and get all these services to work for you?
  
• If in a few moments we can agree on an initial listing price, can we agree right now that I will be your listing agent?