3 Layers of Sales Questions

Prospects have layers that the salesperson must understand to solve their problems.

To do this, we use layered questions and there are three layers of questions related to the needs prospects have:

• First Layer Questions
• Second Layer Questions
• Third Layer Questions

So in this blog post, we will learn:

• Why each layer is different from the next
• The types of questions in each layer
• How these questions are used with each other

Let’s get started.

What are Layered Questions?

Layered questions are questions asked in a specific order by salespeople to find information about a prospect’s buying motive.

First-Layer Questions

First-layer questions start the conversation by finding out:

• Thoughts
• Facts
• Behaviours
• Situations

They are used to get a basic understanding of a topic, that’s why they’re used at the beginning of conversations with buyers.

First-layer questions generally answer questions based on:

• What
• Who
• When

The goal is not the get specifics like:

• Names
• Firm dates
• Complete strategies

But you might hear about:

• Departments involved
• Quarterly goals
• Deadlines

Most salespeople ask first-layer questions, which does not provide a full understanding of the buyer.

And makes it harder for the salesperson to personalise the buyer’s experience.

First-Layer Question Examples

• The current market share percentage
• Established project requirements
• How vendors are picked
• Project budget
• Number of other providers considered
• Current assembly capabilities
• Who is makes the decisions in your organisation for similar investments
• When will your team move to the new product

Second-Layer Questions

After your first-layer questions give you information on your prospect’s situation.

Understanding these big ideas in more detail are what top salespeople ask more than others.

Second-layer questions are the key to asking important follow-up questions.

These questions ask “why” so buyers can explain first-layer answers in more detail.

And they are important because customers think deeper about:

• A thought
• Fact
• Behaviour
• Situation

Second-layer questions help get more information about first-layer answers and therefore are asked without much thinking.

Also these questions are used to separate prospects from suspects.

Second-Level Question Examples

• Why did the board go decide that
• Would you invest in a product without this feature
• Why did you choose that vendor
• Would you like aggregate your data like this from now
• Why is that important to you
• What’s one thing you would change about your end users training
• Why are companies choosing to use our consultants
• Why is solving this concern right away important
• Does this issue cause the lack of productivity

Third-Level Questions

This level goes deeper and is the most important level of questions, uncovering buyers emotional and tactical insights.

The third-level questions can find information that transforms the entire sale by:

• Asking “how”
• Finding potential customers main buying motives
• The emotional reasons why buyers purchase your product or service

The two main reasons for potential customers making a purchase are:

• The hope for gain
• The fear of loss

Meaning buyers consider purchasing a product or service when:

• They think it will get they what they want
• Prevent them from losing something

Third-level questions help you understand how potential customers benefit from your product or service.

And when buyers answer third-level questions, it builds:

• A rapport
• Trust

Showing buyer you are:

• Empathetic
• Considerate
• Helpful

Therefore being the best questions to ask.

Third-Level Question Examples

• How would reducing your costs positively affect your company’s profits
• How does this problem affect your organisation’s sales
• How does this issue not being solved affect you and your team
• Would training your end users to effectively use this platform increase the company productivity

Conclusion

Organise the questions you ask prospects by layering them using first, second, and third-level questions to help:

• Align your sales position with their needs
• Influence prospect’s buying decisions

And ultimately will help you understand your potential customers and close better deals.

So now it’s over to you.

Tell me how you layer questions and the results you have seen?

Let me know in the comment section below.