For more tips from Steven Covey, be sure to check out his book, The Seven Habits of Highly Effective People.
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Asking Good Questions

To be successful in today's world of television advertising sales, an account executive must be especially good at asking questions of prospects in addition to being a good listener. A sales presentation will be much more effective if these skills are practiced and well-developed.

Uncovering a Prospect's Needs

The major objective of questioning is not to sell, but rather to uncover prospect needs. The first thing a good seller seeks to find are problems as opposed to selling solutions. The best way to go about uncovering prospect needs is to ask open-ended questions, ones that cannot be answered with a simple yes or no. Typically open-ended questions begin with who, what, why, and how.

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Open-Ended Questioning

Former NBC public relations expert Mike McCaffrey suggests the following open-ended questions:

Plutchik's Wheel of Emotions

McCaffrey says that the response to the final question is the best clue to the prospect's "emotionally charged beliefs, opinions, positions, and justifications." The varied emotions that the prospect could be feeling have been conceptualized through Plutchik's Wheel of Emotions.

"Gator" Bill Evans shares questions he asks clients

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