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The Power of Meaningful Sales Questions and How to Harness It with Leslie Venetz

The Power of Meaningful Sales Questions and How to Harness It with Leslie Venetz

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 If you want more quality sales conversations, you must ask more meaningful questions. I discuss how to do that in this episode with my guest, Leslie Venetz. Leslie is a top 1% B2B sales expert, sought-after speaker, and founder of The Sales-Led GTM Agency. Leslie has been recognized as a global sales thought leader and her insights have been viewed over 100 million times. Awarded LinkedIn Editorial Top Voice, 5x top 50 Sales Thought Leader, and 2024 Sales Innovator of the Year, Leslie’s also been featured in the Wall Street Journal and Success Magazine. Leslie is the co-author of Heels to Deals and author of the upcoming Profit-Generating Pipeline: A Proven Formula to Earn Trust & Drive Revenue. A Story and a Roadmap for a Successful Sales Journey Leslie didn’t realize that her ability to ask questions was so central to her sales success because it wasn't the thing she was told is most essential to success in the sales world. The things that you're told are essential to sales success are things like “never take no for an answer” and to “grind and crush objections” and other cliche sales advice. A couple of years into her sales career Leslie reflected on why she was having so much success, examining things like her sales style and overall sales philosophy. She realized that her approach to selling was drastically different than most of her peers. The types of questions Leslie was asking weren't just traditional qualifying questions or the superficial “What's keeping you up at night?” style questions. She was going much deeper. She realized those deeper, more meaningful questions are her sales superpower. It's something she’s embraced as a skill and has gotten even better at creating meaningful conversations with her prospects as a result. How to Go Deeper with Questions In middle school, high school, and college Leslie was a bit of a self-proclaimed nerd, a geek, and she means that in the most positive light ever. She was a varsity policy debater. Her weekends were spent on stage winning awards for policy debate. Later, she participated in her school’s Model UN (MUN). She was even the president of her college MUN group for a handful of years. So, Leslie spent a tremendous amount of time practicing rhetoric. She didn’t know at the time that she was developing a sales skill, but she was, in fact, accidentally practicing the exact foundation that eventually made her wildly successful in sales. That means when she was participating in a policy debate or a model United Nations round of debate, she couldn’t just ask “What's keeping you up at night?” and then move on to something else. That would never work if she wanted to have a focused conversation and effective debate. In that context, she had to pull the evidence together or create the reports to support her arguments. When it comes to sales conversations, it's nice to know that somebody, for instance, is worried about budgets. If you can create the dynamic where you have the privilege of asking, say, two or three more questions, what you might uncover is that it's not that they're just worried about budgets. They're worried that if they don't hit their budget numbers, that might require them to lay off some of their staff. And so, what's really causing the pain and what they really want to solve for isn't a little bit of ROI (which is what most salespeople commonly pitch). It is to avoid laying off one of their staff members, all of whom they worked with for years and have strong relationships with. Laying them off could damage those relationships. Leslie found that the ability to ask meaningful follow-up questions that allow you to go deep and uncover not just a superficial sort of pain that they're giving you gets to the real issue. Fast. You get to that thing that is going to cause them to want to put the time and effort and budget into solving their problem now instead of later. Those deeper questions make all the difference.

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