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but i want to take a step back and you know one of my favorite companies out there is gong i o right and gong did this study right and basically gong said look at this look at these numbers basically gong said they did a study on 67 000 plus calls where buyers raised an objection buyer raises an objection and what they found is that on average the top performers ask about 47 more qualifying questions where the average performers typically add maybe about 31 and that makes all the difference in the world by the way this may not seem like a lot but that's a lot that's a you know it's a good spread with a 16 point spread so if your sales could go up by 16 percent what would that mean to you so that's a big number and so basically uh i want to talk about what is a qualifying question because you know we always hear yeah ask qualifying questions but nobody actually highlights what i'm going to do for you is i'm going to structure what a qualifying question is and give you an example so let us begin and come back here and so a qualifying question has a certain sequence so i came up with the sequence so you'll be able to kind of memorize it but then structure your questions that way now a qualifying question anytime there's an objection again it's how you respond and then how you insert a qualifying question that will determine the flow of that conversation so it's three parts the first one is you're going to show empathy when the person raises an objection then you're going to ask a clarification question just to clarify what's going on just a clarification question right and then you have to give them a reason now i'm explaining the third part because the third part is important it's really important all three parts matter but the last part really matters so you can get an answer so simple example and again i'm gonna go through this very quickly and then we're gonna wrap up and ask some questions right you can ask some questions so let's say the objection is i like the solution but it's too expensive i like the solution but it's too expensive victor what would you say i mean just mentally like type in the chat what would you say what would you say if the customer says i like the solution but it's too expensive what would you say what would you say come on type something out here what would you say because i know the majority of people say well when you say too expensive what do you mean by that right that's a good way of putting what do you mean by that and that's not a bad response that's a good clarification question but i know let me go back to the sequence that it's not so much just about asking the qualification that's what i want you to pay attention because this is where the magic happens it's not so much about this you guys can do that but it's about that and that think of it as a sandwich right that's what we're looking at so everybody knows how to ask a clarifying question but how do you do it you use a sandwich right so here's what i would do the first one is you demonstrate empathy now this is kind of like a soft way of getting in there right totally understand no one wants to pay more than they should right totally empathy question right total empathy question but notice first before i ask the qualifying question the clarification question because i want to clarify what's going on what we're saying is look i understand i totally understand no one wants to overpay or no one wants to pay more than they should for any type of solution what you're telling the customers i get you man i hear you i hear you brother i hear you sister i get it and it's it's a nice way because you're gonna see if you just ask the qualified question well what do you mean it's too expensive it comes across as a little heart right but if you just say you know i i totally get it you know i understand i said nobody wants to overpay for something i get that then we go to the clarification question if you don't mind me asking notice that's a very gentle way of putting if you don't mind me asking instead of just asking if you don't mind me asking are you more concerned about now remember i'm all about options right are you more concerned about your current budget or do you feel that the solution isn't fit now this is what's interesting about the statement i'm asking i'm not asking about the price i'm not talking about the price i'm asking about your budget so i said i you know if you don't buy me asking you know are you more concerned about your current budget or the money you've set aside or how much you've budgeted for this product or do you feel that the product isn't a fit so now i'm asking is do you have is that your budget that you've allocated or is it a solution fit now at this point they have to kind of make a decision right now here's what's interesting when you ask a question like this in many cases the customer doesn't want to really give you the real answer right doesn't want to give you a real answer right but you're what i'm doing right here is presenting an option so let me back up first one i feel your pain i totally understand nobody wants to overpay for a product and again remember think about what kd said you practice this so it sounds natural i don't care if you practice this for an hour get it down and then do it for every objection then you go to clarification if you don't mind me asking again that's so gentle if you don't mind me asking do you mind if i just ask you a question you know again very softly right are you more concerned about your current budget the money you've set aside or is it that it's simply the solution isn't a fit for what you're looking for right now the customers what thinking right now if they're going to hesitate to give you an answer then give them a reason this is what i've learned about selling this is how i learned about getting more information when you give somebody a reason they give you more information it's the most fascinating thing i can ask you for example how much money do you make as a sales manager right you're like well that's kind of personal victor that's you know imagine meeting somebody right at a networking event and then you go well how much do you make as a sales manager it was like dude i don't even know you why would i give you that information right i'm not going to give you that information but what if i just change the pitch like this i said now you're a sales manager and there's gonna say yes right they're gonna say yes he said can i ask you again if you don't mind me asking how much does the unjust say average the average sales manager make and then you say something like this the reason i'm asking for is because my daughter is moving into a position like that and it would be nice to know what that range is can you tell me can you share that with me and what do you think they're more likely to do now i've asked the same question how much do you make on average how much do you make as a sales manager that's one way but by asking what do i mean if i ask you know how much do you make as a sales manager because the reason my daughter is moving into sales management and i kind of want to know what to suggest to her when it comes to an actual you know average income the person is more likely to say well yeah let me help you out let me give you information so once you provide a reason people are more likely to want to give you more information so in this case you would provide a reason like this you would just go something like this the reason i ask is because our price is very competitive and then you just go quiet it's very simple you just give them a reason this is not a complicated script it doesn't have to be so let's go from the top again and again look at the three parts now that you understand the structure the first one is i want to make it soft right here right i don't want to come across this too hard i understand i get that totally understand nobody wants to overpay right objection is price it seems too expensive then you move into that right and then you want to say totally understand nobody wants to overpay i said but if you don't mind me asking if you don't mind me asking right by the way i would put out a pause the way i would sequence this if i was learning how to use this script i would definitely put a pause right here i'll put a p for pause right there i said if you don't mind me asking are you more concerned see how i did that if you don't mind me asking are you more concerned and this is even more important when you're on the phone to have those nice pauses those nice breaks because once you pause in the person's brain this is what's fascinating this is why when we don't use pauses we're like killing ourselves when you pause it immediately triggers the other person to pay attention because they're going why did he stop right so again if you don't mind me asking and then you you know are you more concerned about your current budget or is that it's not a solution fit play with no words and the reason i'm asking is because and that's the thing remember if you read robert cialdini's book because is almost like a compliance trigger for those of you who don't know what robert cialdini is he wrote a book called influence in there he has six i guess influence levers that you can use and one talks about a compliance trigger because when you just use the word because people seem to want to just give you information or actually comply with the command so this is all i wanted to talk tonight about tonight because we can make this complicated but what if you just did this for every single objection you had what if you were able to practice you know again this sequence practice out how do i create that empathy i totally understand uh nobody wants to overpay take another objection i don't like now's not a good time i totally understand right now you've got a probably a lot of things going on and you have different priorities but do you mind if i ask you a question and then you would ask the question right and the reason i'm asking is because and you can use this sequence for every single objection again a very simple strategy that you can apply and again i'll repeat it for the third or fourth time already get write them all out in this sandwich level like i said everybody has this one right here but you need to put the sympathy and give them a reason to give you the information create this little sandwich and watch how they'll give you more information write out the script and then memorize it and keep in mind again as you're going through your script do what i do like again i would script i go put a pause here put the pause there right i would tell myself add a pause right there are you more concerned about and notice i input the emphasis on what your current budget or right you can do that one or which you can't really see but it's right there or or do you feel this simply isn't a solution to fit notice that the tone actually goes down and so what i tell people is when i train them and i coach them is that how we say it how you know as far as velocity tone volume where you drop where you raise depends it'll build energy or actually make them think pause give them time to go what what is it what do you say what's he about to say and so work out the script and then lastly again price is competitive you get the idea that's we're trying to find out is it really the clarification question has to tie to the original objection so if the objection is if the objection is i find the solution too expensive then you're really trying again i empathize with you but then i'm trying to find out is that the real reason see that's the clarification question don't try to close them that's a closing question what i'm trying to find out is what's really holding you back that's the importance of the clarification question so keep that in mind i like the question i i get where you're going with the what's the worst that can happen uh i personally would never use that line that would just be me if you're going to use that line in another type of clothes then the way i would use it is i said you remember you got to highlight for the customer what they're losing by not using their solution and you got to quantify it for them because sometimes they don't know how much they're losing so keep that in mind that if i'm talking to a customer and i want to use that type of question marks that would say i said let's walk through some numbers look i've talked to a lot of customers who've told me our solution expensive and i get that and now you can go into another type of approach where you go let me walk you through some numbers some savings and let me show you how much it's actually costing you by not implementing our solution i think you can use the reason here and the reason i want to show you this is because a lot of customers don't understand the real cost of not implementing our solution do you mind if i walk you through the numbers see how that that's just more friendly when you do it that way let me know what you think of that answer matt what's holding them back again we can try to sell them and try to overcome their objection that's what we're often taught but think about the gong io data after 67 000 calls what they found is that sales people who asked clarification questions to pull more information as to why it's holding they're holding them back making a buying decision those are the people who actually succeed the average performers are not asking clarifying questions so again three part structure first is empathy empathize i get it i understand find your phrasing second piece is where you ask your clarifying question and a clarifying question is almost like a sherlock holmes you're trying to dig through trying to figure out what's the real reason that's holding you back third part and the reason i'm asking for is because a b c d right that's what you want so think of the 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