How to Ask Great Questions, Part 1
...in Light of Magic, Persuasion and Memes
by Kevin Hogan
The "Magic(k) of Asking the Right Question(s)
Here is a scenario that was brought to me this week by one of my clients.
It's pretty instructive.
My client is cold calling potential sellers of their home. She is a real estate agent.
"Picture this, Kevin...I cold call a prospect because their home suits what's in demand and say, 'Mrs Johnson my name is.....And the reason for my call is there's been a lot of demand for homes of your caliber in the area and I just wanted to ask you, for the right price, have you given any considerations to making a move?' (Matching their tone and tempo.)
"For whatever reason, one out of ten blow their stack! 'You're harassing me!' etc..they say. My usual response is something along the lines of, 'I'm just calling to see if you have a genuine want or need to make a move? If no, that's fine!' Kevin, I just hate it when people get the way wrong impression. The interesting thing is I sense that the ones who are hostile with me have a genuine need!
"Is it normal human behavior for someone to become aggressive when someone offers to help them with their problem??? What is it that makes this happen? They react like this because they DO want to move, but hate it for some reason when someone like me out of the blue offers to solve their problem! So most importantly, is this normal human behavior? Is it normal for a prospect to be hostile with someone who tries to help them with their problem? And if so, is it OK to match hostility? And how can I get them to flip the switch in their attitude? Or is this a form of the Law of Inconsistency? If you've already covered aggressive "disturbed customers", sorry to waste your time, just point me in the right direction.."
My response:
I don't like the overall approach.
If you called me and said, "for the right price, would you move", I'd say no, even if I was actively looking. Most people would do the same.
What are the Right Questions (and how do you determine them?)
If you said, "I sell real estate in your price range in Minneapolis and would love to give you a free market analysis of your home... if you have 20 minutes over the weekend. Have you at all considered looking for a new place?"
...something like that. It would take a few hours to develop the perfect frame depending on the kind of neighborhood and the demographics. But that's a much easier question to deal with on the other end of the phone.
Buying and selling a home isn't about the price, it's about the feel...the emotions... and then the price.
You highlighted price right away! People want to move because the grass is always greener somewhere else...
They want to move where the kids will have a great school and great kids in the neighborhood. People don't want to move because they will get a good price on their home. Once they decide they want to move, THEN they want to get a good price on their home.
...and don't take the aggression totally personally.
There are two things it could be telling you. What are they?
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Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732
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