“Sell me this pen.” No. Ask me what I do with pens then sell me that. “I’m looking to buy a car. Which one is good?” This one. No. Ask, me what I want to use the car for then sell me that. “Sell me this drill.” No. Ask me what I need the drill for then sell me that. “I want this solar installation. Sell it to me.” No. Ask me why I need a solar installation and why that one in particular, then sell me that. “I am the President, lend me a trillion shillings”. No. Ask me why I need the loan. This is the essence of asking why in sales: uncovering purpose before pushing product.
Context shapes value: asking why in sales unlocks value
If I buy pens for my children’s use, then invite me to consider practicality over class. Especially if I buy in bulk because the children keep on losing them. If the car is for personal and family use, and I am outdoorsy, then an SUV would be a starting point to explore—not to sell. If the solar installation is because my neighbour has one and I need one just like it then gently educate me: “Houses may be similar but wiring and electrical usage and loads can differ. Let us first assess yours before selling you one.”
And If I need the drill to, well, drill a hole in the wall to hang a picture, then invite me to consider non-intrusive options like stick-on hooks. “Not only are they a fraction of the cost, you can choose colours that match your walls.” And if I need a loan for constructing a dam, ask me why I don’t have the Parliamentary approvals my country’s laws require. Why?
The plot thickens
“Sell me this plot.” Your eyes light up. Commissions dance in your head. In any case, close you were told. “When they call, they want to buy. So, close, Just, close.” Don’t be too quick to. Even then ask, “Curiously, why do you like that particular plot?” I like that it is in a gated community. Of course, you knew that. So, what value has that added?
This. “When you see the ceiling is black in the kitchen, it means they are using firewood or charcoal. That’s an obvious sign they need our LPG (gas). Gas is safe, clean and affordable. So, close, just close.” And so, you lead with that (assumption) when selling to a school, only to be told, the black on the ceiling is mould and, “The firewood we use is given to us free by Kenya Forest Services (KFS),” or, in confidence, “You know, the Principal sells the firewood to the school.”
The trap of closing without asking why
Oops! You played your trump card to early and lost. Now if only you had asked, “Why do you use firewood?” That question would have opened a richer conversation which you would have then guided with the prospect in tow. Will you overcome the challenge of free firewood or side hustle? Maybe, maybe not.
And if not, you have planted a seed on fertile ground that will very likely germinate next time it rains. Either from your follow-ups, a change in government policy banning KFS from giving away firewood, a fire breaks out in the school and parents or the board demand the use of gas. Or, who knows, the Principal has a Damascus moment. And why does the seed germinate? Because the prospect felt understood, heard, respected. You maintained the customer’s dignity by just asking why. In a manner of conversation, not interrogation.
That’s the long-term power of asking why in sales.
When feedback hits you in the gut
“What do you think about our windscreen cleaner?” I don’t like it. Your face falls. You wish the ground would swallow you. Or maybe you should just tuck tail. None of those options are productive. Instead, with genuine concern you ask, “I’m sorry to hear that. May I know why?” The same applies when they respond in the affirmative. “I love it.” Again, “I’m happy to hear that. May I ask why?”
In the case of the former, it could be a ‘historical injustice’ (past negative experience) which you address for today’s sale, and tomorrow’s. In the case of the latter, it just may turn out they have no idea what you are talking about and just want to put you off. Or, they are mistaking your brand for the competition.
And tempting as it is to play along because a close is imminent, you don’t. Being the responsible salesperson you are, you need the sale to survive the close and you know lying will frustrate this. So, you ask, “Why is that feature (in the (competitor’s product) important to you” as you take a slight detour that will bring you back on track.
Why before what: Asking why in sales
Sales is not about the quick close. It’s about asking why in sales, uncovering purpose, understanding context, and preserving dignity. That’s how you sell what matters, not just what’s available.
If you would like to have your sales team sell more, we can help. In order for us to do so we propose a free consultation meeting or a call. If in agreement please complete the form below and we will get in touch after receiving your details, none of which will be public. Thank you.
Views – 4