Strategic vs Tactical Questions
What is a strategic question
How does it differ from a tactical question?
The difference between strategic and tactical questions lies in their scope and focus:
Strategic Questions:
Are all about Big-picture focus they move the conversation to areas YOU want to talk about with the implicit consent of the other party.
Tactical Questions:
Detail-oriented focus: deal with short-term specific issues and actions, implementation details, and execution to achieve specific goals.
In short, strategic questions are about deciding where to focus the conversation, and tactical questions are about the details once in the right area. Both are important, but used in tandem are particularly effective for persuasion and selling.
Strategic questions for sales are designed to get the buyer to begin a discussion about the issues we want to discuss but in a way that makes then think they instigated the conversation.
Example –
If we want to introduce our range to a client and we are about equal in terms of cost, and profit to the competition, but we believe our service levels and quality are better – we need to help the buyer focus on service and quality.
In this example we also believe – due to previous experience, discussions, and research, that service levels and product quality are typically an issue in our marketplace and are therefore important to this customer too.
What do I think the buyer might give me as a list of things which s/he would require from a new supplier [which I am]
My experience suggests that service and quality will be in the top 3 things for most customers in this market – So, now I can prepare a question that I feel will have enough depth to the list and include both “service” and “quality”.
If I ask a TACTICAL question “what do you look for in service from a new supplier?” the buyer knows that I feel this is a strength for me and will know I want to talk about Service [that is what I want to talk about]
The difference relates to the old adage.
“If you tell ME – I will doubt and question it! – If I tell you, it is the truth!” – therefore, we want the buyer to tell us the needs they have
If I ask him a STRATEGIC question, I can get him to give me his answer [the answer is his and the truth]
“What are the top 3 things which you particularly look for in a new supplier?”
To am looking for the buyer to give me the two hooks – “Service levels” and “Quality” – I have already developed a compelling commercial sales story around these features of my product and company.
Now I can use my Tactical questions – BUT it is now talking about an area the buyer has said s/he wants to talk about.
Conclusion
Strategic questions take a bit of practice – but are worth their weight in gold.
A half day skill shot might be just the ticket!
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