At meetings with an SVP-level buyer or higher, the data indicate a strong negative correlation between asking discovery questions and closing deals. Once you’ve asked a few questions, every additional question with a busy senior buyer decreases the odds of success. On average, successful meetings here involved about 4 questions while unsuccessful meetings averaged 8. For meetings at lower levels, however, successful sales calls averaged 11 to 14 questions. When developing your strategy, keep in mind that lower-level managers are gatekeepers; their job is to vet vendors and their products. Senior-level managers, on the other hand, focus on business issues, which makes them more receptive to insights.
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