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Stage 2. The GatheringFind the pain the customer wants to get away from and the pleasure they want to move towards.

Peter Thomson

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Be interested, not interesting

• During the gathering stage you must clearly indicate your interest in the customer’s problem.

• Gather before you present a solution.• To gather: create a customer form to

outline the key information you need.

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Open and closed questions

• Open questions get lots of information.• Closed questions bring the conversation to

a close, or get short bursts of information.• The ability to ask good, well thought-out,

structured questions is the sign of a great salesperson.

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The statement question

• When you make a statement followed by a question, if someone answers the question they won’t question the statement.

• This is the most powerful way of communicating with someone. 

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The magic formula

Consider both the towards motivation (pleasure) and the away motivation (pain) of your client in equal amounts to achieve a great sale.

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Focusing questions

• “What are you trying to achieve by buying this product?”

• “What are the two main benefits of our product to your company?”

Focus the customer’s mind.

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Mistakes with questions

• Your tone. Keep it neutral and interested.• Ask a question and then make sure you

listen to the answer.• Stay away from monologues.• If you meant to ask a question, don’t let it

turn into a statement.

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The YARD method

YARD: Yes, Action, Result, and Delighted• If you ask a question that could only be

answered when these four stages have taken place, then in the customers mind those stages have already taken place.

• Ask a question about the second order, or phase two, for example.

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Yes tags and no tags

• Prompt someone to say ‘yes’. Isn’t it? Doesn’t it? Wouldn’t it? etc. Don’t overuse them or else people will feel manipulated.

• The positive ‘no’ question: “Do you have any other questions before we go ahead?”

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Things to remember

• Practice, practice, practice.• Think about the files you’re opening in

people’s minds.• Questions are the most under-utilised

aspect of communication.• Make sure that you’re not manipulative.

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Ripple review

• Clearly indicate your interest in the customer’s problem.

• Open question = lots of information; closed question = less information.

• Away motivation (catalyst for action); towards motivation (continuation of action).