Secrets of Question Based Selling™

About the Author

Thomas A. Freese is the founder and president of QBS Research, Inc., a consultancy that specializes in sales methodology, buyer motivation, and business strategy. With extensive experience in the sales field, Freese has become a prominent figure in developing innovative sales techniques. His approach, known as Question Based Selling (QBS), has been widely acclaimed for its effectiveness in various sales environments. Freese's work is not just theoretical; it is grounded in real-world experiences and successes, making his strategies practical and applicable for sales professionals aiming to improve their results.

Main Idea

The core idea of Secrets of Question Based Selling by Thomas A. Freese is that traditional sales methods often fall short because they do not adequately address the unique needs and behaviors of individual prospects. Instead of relying on rigid sales scripts or aggressive tactics, Freese advocates for a more flexible and intuitive approach: using questions strategically to guide the sales conversation. This method helps to reduce the risks of rejection and mismatching while building credibility, sparking curiosity, and uncovering the true needs of prospects. By mastering the art of asking the right questions at the right times, sales professionals can significantly increase their chances of closing deals and establishing long-term customer relationships.

Table of Contents

1. Introduction to Question Based Selling
2. Questions Can Reduce Risks
3. How to Disarm the 'Mismatching' Reflex
4. Conversational Layering: The Key to Building Effective Relationships
5. Create Curiosity with QBS
6. Establish Your Credibility
7. Uncover Buyers' Needs
8. Present Solutions
9. Commitment: Close the Sale
10. Putting It All Together: Using QBS from Start to Finish

Introduction to Question Based Selling

The introduction sets the stage by explaining the fundamental premise of Question Based Selling (QBS). Freese emphasizes that there is no single, "right" way to sell, as every sales interaction is unique. He introduces QBS as a systematic framework that uses questions as the primary tool to increase sales success and reduce failure risks. Freese argues that traditional sales methods often fail because they do not adapt to the varied needs and responses of different prospects. Instead, QBS offers a more flexible and effective approach, enabling salespeople to navigate the complexities of each sales interaction with greater skill and confidence.

Questions Can Reduce Risks

The first major concept in QBS is that questions can significantly reduce two primary risks in the sales process: rejection and mismatching.

The Greatest Risk in Sales: Rejection

Rejection is a constant threat in sales. To mitigate this risk, Freese introduces the "Single Ping" theory, inspired by a scene from the movie "The Hunt for Red October." Just as a submarine sends out a single sonar ping to gauge the intentions of another submarine, salespeople can use questions to test the waters with prospects. By asking non-threatening questions like "Did I catch you at a bad time?" salespeople can gauge the prospect's receptiveness and avoid outright rejection.