Ask Dummy Questions in a Sales Conversation

Acting like a dummy is often seen as unprofessional or immature but in this context it is actually the complete opposite. In the sales profession, often times it is hard to keep our mouths shut as salesman because of all the knowledge that we know about the product or in some cases our large egos. It may seem appropriate to share information about the your product with the client, but often times it is not. When selling we want to find out what the client needs and to do that we can not be taking up all the talking time as the salesmen. We want to direct the conversation to where the client is doing the majority of the talking. You may ask, how does one do that? David Mattson in his book The Sandler Rules illustrates how to do this in his rule number 17, “The Professional Does What He Did As A Dummy – On Purpose.” This rule tells us to ask simple questions. Do not ask real elaborate questions with product information, this will sometimes confuse the client and make them answer in a way that is not true to their own understanding. Ask questions that the client can answer with truth and that keep them talking for the majority of the conversation. Another way to ensure you do not take up the client’s talking time is to shut your mouth after you ask a question. Often times there is an awkward silence after a question and it is best for the salesman to be quiet and let the client talk first. Treat the conversation as if you are finding the best fit for the client and listening to what they are saying to give them a proper diagnosis. Use this technique to help the client realize and yourself realize if the product or service is the correct diagnosis to the client’s problem.