How are open-ended questions best used during the sales process?

Open-ended questions are crucial during the sales process because they encourage customers to elaborate on their thoughts, feelings, and motivations. This type of questioning allows the salesperson to gain deeper insights into the customer's wants, needs, fears, and desires, creating an opportunity to tailor the product or service to meet those specific requirements. By using open-ended questions, the trainer can facilitate a more engaging dialogue, fostering a connection with the customer and ultimately guiding them toward making a well-informed decision. This approach contrasts with other question types, which may not encourage such in-depth responses or may steer the conversation away from understanding the customer's underlying motivations.