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11 Questions for Insight Selling

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Written by Mike Schultz
President, RAIN Group

Insight selling is an old concept that has recaptured the fancy of the sales world, and rightly so, because it’s about adding value. Specifically, it’s about the seller adding value over-and-above the product or service.

Too many folks, however, think insight selling is about educating buyers through presentations. They’re about half right, but without the other half, they’re missing out on the full impact of insight selling.

The missing link is asking questions. Or, as we call it, inquiry.

Insight selling in any form hinges on the concept of cognitive reframing. Cognitive reframing refers to creating alternative ways of viewing ideas, events, situations, possibilities for action, or anything.

Change a buyer’s perception of what’s true and what’s possible, and you can influence their agenda for action.

This is what insight selling is all about.

11 Questions to Bring Insight Selling Alive

For more questions like these, download our free guide, 50 Powerful Sales Questions.

These types of questions lead buyers to say (or, at least, think) things like, "Well, I wasn’t thinking of it like that." When they do, you’ve helped them achieve cognitive reframing: influencing the way they think and what they believe.

Influence buyers’ thinking with your thoughtful inquiry and you can then influence their agendas for action. The trend in selling has been to do this only through advocacy. Now you know how to do it with inquiry as well.

Download: How to Change the Buyer Conversation with Insight Toolkit

Last Updated September 1, 2021

Topics: Insight Selling