What’s the one word that closes more sales? If you ask Grant Cardone of Cardone Enterprises, it’s the word ‘why’.

Looking at his examples though, it’s natural if you believe it’s slightly reminiscent of that annoyingly curious kid who never stops asking.

That doesn’t mean he doesn’t drive a stronger point behind the word. That point being the depth you have to plunge in order to understand a prospect.

From a marketing perspective, you might hesitate asking your potential customers. But think about this for a minute: How easy do you think it would be if your salespeople actually knew the true reason behind a prospect’s interest beforehand?

  • They can take a refined business solution/product and refine it further according to a prospect’s ultimate goal.
  • They get a better understanding a prospect’s situation and what led them to take interest. With that comes more foresight for implementation.
  • They could predict certain points where a prospect will show resistance.
  • They may even give prospects deeper insights into themselves.

No need for the third degree but you still got to ask: "Why?"

Easy right? What if it’s too easy though? Shouldn’t it be up to the salesperson do the deeper digging? Maybe. That doesn’t mean there isn’t something you can do to help with that.

  • Step 1: Ask how far they want you to go into a prospect’s head – What questions do your salespeople find tedious to ask and then wait an answer for? Those are the questions your lead generators must ask instead. If you’re the type of salesperson who can guess much from just a few answers, there’s no need for them to ask so much. On the other hand, if you’re not confident about what you get, don’t hesitate to demand more information.
  • Step 2: If something feels amiss, consult with each other – Sometimes a conversation can go too smoothly or too terribly that it feels like you’re missing something. Again, collaboration is key. Let your marketers ask your salespeople if they felt that a prospect was leaving out a particular detail or evading a certain question.
  • Step 3: Avoid making it an interrogation – Finally, let’s not forget to remain amiable and not fire the questions like a bombardment. Cardone’s method may even seem like that but even he has a failsafe by telling customers that he was simply curious.

Digging deep can make for a longer, more tedious sales process. But the prize it yields is more than just the sale you’ll close. It’s the information you’ll get that will help you give exactly what your customer is paying for.