Mastering FAQs & SAQs

In this week’s newsletter, we’re going to explore two related topics – one you’re no doubt familiar with and one you may be less familiar with. When you master both, you’ll take your selling up a notch.

First, some quick definitions.

FAQs stand for Frequently Asked Questions. We see them all the time on websites and printed marketing materials. The definition matches the name. FAQs are designed to answer the kinds of questions typically on the minds of prospective clients.

SAQs stand for Should Ask Questions. Also self-defined, SAQs are the kinds of questions not typically asked by the average prospective client but that they should be asking because they would greatly help them in their decision-making.

Let’s dive a little deeper into each one and why mastering them is to your advantage.

FAQs

In my mind, a new salesperson or relationship manager must be able to handle FAQs before they’re ready to make calls on prospects and clients by themselves. Back in the day we used to call this being “streetable”.

That’s because they are simple, no nonsense questions to learn more about you, your product, your service, and your company.

Some examples of FAQs are: What makes you different than your competitors? How many clients do you have? Who are some of them? How much does this cost?

Give or take, there are usually about 20 FAQs every salesperson or relationship manager in the company should be able to answer. Not knowing them impacts your credibility and stifles your ability to develop trust. If you can’t answer these fundamental questions, most prospects and clients will wonder why you are there.

When developing and then practicing answers to FAQs, and to also make sure you don’t miss any, I recommend sorting FAQs by positions called on. That means memorizing and customizing answers to questions most often asked by a CEO, CFO, COO, CTO, etc.

SAQs

This is where the money is made. If being able to answer FAQs prevents you from losing, creating and mastering “Should Ask Questions” is what helps you win the game. It’s one of the ways you create separation from the competition and positions you as an expert.

The best SAQs are the things the prospect or client haven’t thought of. But once you bring them up, they make perfect sense.

SAQs help you take control of the conversation and leave the client feeling good about your abilities. You’re gently teaching them how to thoroughly evaluate and solve a problem. You’re helping them avoid the landmines because you’ve seen them before.

The SAQ is just a really powerful tactic to demonstrate all that.

Here are some SAQ examples: Where have you solved similar problems to the ones I just outlined? What did the before and after look like (in other words, what were the results of the solution you implemented)? How long did it take? How do you handle unexpected needs that crop up once you start on a project? And so on.

SAQs are the kinds of questions that show this isn’t your first rodeo. They instill confidence in you for bringing them up.

Warning: You have to be careful about using the term SAQ because it can come off as condescending. Saying, “What you should be asking is…” will offend some people.

Instead, the safer approach is:

“You may be wondering…” “A couple of questions some other clients in a similar situation asked about and may be relevant here were…”

Mastering FAQs and SAQs will take your selling up a notch.

Here’s what to do next:

(1.) Sort your FAQs by position called on and memorize the answers.

(2.) Brainstorm SAQs that highlight your expertise and differentiation. Practice how you can bring these up on sales calls.

Until next time... 

Bob

P.S. If you like these newsletters and want to work more closely with me, just send me an email: [email protected] and we can schedule a brief, no-cost consult. We offer low cost mini-courses, deep flagship courses and coaching for those who sell or manage those selling complex technology-based solutions.

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