My 4 key sales questions

When I first started selling IT services in 1997, I was still studying to be a computer engineer. My potential clients would see me as a 'geek' with access to cheap 'geeks' to do the IT work. That branding did not serve me well. It got difficult clients in tough industries that were just working with me because of price alone... not a great unique selling proposition. On top of that, as the true engineer-in-making that I was, I was selling functionalities to clients.

I didn't like it.

That all changed the day I was told that functionalities are worth absolutely nothing until they are matched with a direct benefit to a client - a revelation for me in 1998. So I then developed 4 questions that would help me develop a relationship with my clients and close more deals. These inquiries are simple and have taken many variations over the years, but they have served me well.

Here they are:
- what is your life like now, using your current systems ?
get the pain points and establish relationship

- how would you like your life to ideally be ?
get the dream scenario

- If I could get you there, within specs, time and budget, would you sign with me ?
establish credibility and define projects

- If you don't sign with me now, what's missing ?
identify obstacles and a plan to address them

Relationships instead of Price. Benefits instead of functionalities.