3 Good Questions for the Non-Salesperson's Sales Process Find out where your customer is, where they need to be, then get them there.

By Jeff Shore Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

Tinpixels | Getty Images

We all sell, even if the word "salesperson" is not part of our job description. And to many entrepreneurs, the sales process is a great mystery. How does a non-salesperson sell? The answer -- keep it simple.

Here are three key items to discuss with your customers. From these, you can design a "non-salesperson's" sales presentation. They are simple, they are straightforward, and they help you understand your customer's needs -- which will help you offer an ideal solution.

Related: The 3 Most Important Skills in Sales

1. "Tell me what first got you thinking about ..."

Begin your discussion with a consultative approach to help you understand your customer's current dilemma.

What happened before they contacted you? What was the trigger event that initiated their interest in your product or service? What problem in their life is driving them to look for a solution? You can build an entire sales presentation around the information gathered from this one query. It's that powerful.

Note: This discussion can open the door for follow-up questions like, "Tell me more about that" or "Why do you feel that way?"

2. "Tell me how you want to feel when your problem is solved."

You have identified the problem the customer is moving away from. Now, you're attempting to discover what the customer wants to move toward. By having your customer describe their ideal future state, you connect with them on an emotional level.

Related: 6 Ways to Build a Billion-Dollar Sales Machine

At times, the customer's future state will be crystal clear. But in many cases, it will still be somewhat vague. By having the customer describe how they want to feel, you can gain insight into what they want their future to look like. At this point, you can share the benefits and values of your product or service, including all the terms. That will lead you to step three -- the opportunity for your customer to purchase.

3. "Let me explain the process to you."

Having identified the problem (step one) and shown your customer the best solution (step two), you can move on to explain the purchase process.

Keep this very simple and just hit the highlights. Make it easy and exciting. "Should you decide to purchase, let me walk through the steps with you. The first thing we would do is ..." Share a half dozen or so top-level steps in the process, and then go back to step one and ask if that's the step they wish to take.

Example: "So the very first step is to sit down and write a purchase agreement. Is that what you want to do?" It's a simple yes or no question. It's not scary or manipulative or tricky. You're simply asking for the commitment to take the next step in the process.

Related: The Science Behind the Sales Funnel

The sales process isn't as complex as some people make it sound. Even "non-salespeople" can do it. Keep it simple. Design your conversation around these three basic questions. If you do, it will put you on the fast track to changing your customer's world.

Jeff Shore

Entrepreneur, Sales Expert and Author; Founder of Shore Consulting

Jeff Shore, of Shore Consulting, is a sought-after sales expert, speaker, author and consultant whose latest book, Be Bold and Win the Sale: Get Out of Your Comfort Zone and Boost Your Performance, was published by McGraw-Hill Professional in January 2014.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Science & Technology

101 Small Business Ideas to Match Your Personality, Investment, Skills & Goals

Still stuck on what biz to start? Use AI to uncover 101 custom ideas aligned with your skills, values & lifestyle—plus a 90-day roadmap to launch with clarity.

Branding

How to Remove or Bury Negative Articles on Google

Here's how to remove negative articles from Google search results, protect your brand reputation and suppress harmful content.

Productivity

Squeeze a Whole Business Book into Your Lunch Break

Power through 1,800+ titles without falling behind on your calendar.

Starting a Business

How to Build a Side Hustle That Stands on Its Own — Without Burning Out

Ready to take your side hustle to the next level? This article shows you how to turn it into its own unique brand that gets noticed and grows on its own.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

AI Is Going to 'Replace Everybody' in Several Fields, According to the 'Godfather of AI.' Here's Who He Says Should Be 'Terrified.'

Geoffrey Hinton, called the "Godfather of AI" due to his pioneering work on AI, says some fields face a heavier risk of replacement due to automation.