Today, I want to share who I believe is the Father of today’s B2B Sales Questioning Techniques. That person is Neil Rackham.
Rackham is a research consultant with an understanding of sales, yet, he had no factual evidence regarding what works or does not work in the world of b2b selling. So he was engaged by four multinational companies to study – what makes a successful B2B sales person successful?
He and his team of researchers took to the filed for several years following over 35,000 sales calls and measuring the techniques used during each call. Later, they connected the dots relative to who won their sales and who lost. By correlating the data, he was able to create a questioning model based upon real time research of sales calls from start to finish.
Now, some of you are asking – why is this important? Because when Rackham published his works in the form of a comprehensive sales book, many sales managers and sales people rejected his finding. Why? Because they were well educated in the traditional model of selling and their beliefs would not let them change to Rackham’s model of selling.