Master the Sales Process (By Asking the Right Questions)

As a copywriter, your words are the bridge between a business and its audience.

But, before you can craft compelling copy for a client, you first need to sell them on your copywriting ability.

Asking the right questions can help.

In this article, we’ll explore how questions help you dive deeper into your client’s business needs, goals, and challenges.

Having that knowledge is invaluable. It will help you create copy that resonates with the audience while aligning with the client’s vision.

But, it does even more than that.

The right questions establish trust and rapport between you and your client, positioning you as their strategic partner. That kind of relationship will help you land more projects.

Let’s look at some questions that’ll help you master the sales process.

Questions to Understand the Client’s Needs

Questions help you understand a client’s business. The better you know a client’s business, the better you can:

• Align your copy with their brand tone and style.
• Tailor your message to resonate with the target audience’s needs, pain points, and aspirations.
• Craft copy that converts.

To get to know your client’s business, you want to ask questions that go beyond the surface. Here are some questions that can reveal deeper insights…

1. About the Business:

• Can you describe your business in a few sentences?
• What makes your product/service unique in the market?
• What are the core values that drive your business?

2. Regarding the Target Audience:

• Who is your ideal customer?
• What are the main challenges or pain points your customers face?
• How does your product/service solve these problems for them?

3. Concerning Business Goals:

• What are your short-term and long-term goals for the business?
• How do you measure success for your marketing campaigns?
• What do you hope to achieve with this specific piece of copy?

The better you understand a client’s business, the more likely they’ll be to want to work with you.

Questions That Build Trust and Rapport

Clients can tell when you’re genuinely interested in their success versus just going through the motions. Thoughtful questions lay a foundation of trust and rapport with clients.

To show you’re genuinely invested, focus on questions that help you understand their passions, motivations, and definition of success. This can include questions about their triumphs, challenges, and aspirations.

Here are some examples:

1. Exploring Their Vision and Passion:

• What inspired you to start your business, and how does that inspiration influence your operations today?
• Can you share a story about a time when your business significantly impacted a customer or the community?

2. Understanding Their Business Journey:

• What have been some of the most rewarding moments in your business journey so far?
• How have your personal values shaped the way you conduct your business?

3. Discussing Challenges and Solutions:

• What are some of the biggest obstacles you’ve faced in growing your business, and how did you overcome them?
• In moments of uncertainty or challenge, what keeps you motivated and focused?

4. Delving Into Their Success Metrics:

• Beyond financial profits, how do you define success for your business?
• Can you describe a project or campaign you’re particularly proud of?

5. Focusing on Future Goals and Aspirations:

• Looking ahead, what are some aspirations or goals you have for your business in the next few years?
• If there were no constraints, what is one dream project or initiative you would love to undertake for your company?

Use your active-listening skills and give your full attention to the client when they’re answering.

Questions That Close Sales

Closing a sale often hinges on your ability to help a potential client see the unique value you bring to the table. The right questions can steer the conversation toward highlighting your strengths and aligning with the client’s needs.

Here are specific questions designed to guide potential clients toward realizing the value of your services:

1. Identifying Their Core Needs:

• What do you feel is currently missing in your marketing efforts?
• Can you describe a successful past campaign and what made it work?
• What does the ideal outcome of our collaboration look like for you?

2. Highlighting Your Unique Selling Proposition (USP):

• Have you worked with a professional copywriter before, and what was that experience like?
• In what ways could a specialized copywriter enhance your current marketing strategy?
• How important is industry-specific expertise or a fresh perspective in your copywriting needs?

3. Understanding Their Decision-Making Process:

• What are the key factors you consider when selecting a service provider?
• Who else is involved in the decision-making process for your marketing and copywriting needs?

Addressing Reservations and Objections

The questions you ask can also unearth any hesitations or objections the client might have, allowing you to address them directly and effectively.

Here are questions that can bring these to light:

1. Identifying Concerns:

• Are there any concerns or hesitations you have about working with a copywriter?
• What are the biggest challenges you’ve faced with content creation or copywriting?

2. Customizing Solutions:

• If you could wave a magic wand, what would you change about your current marketing content?
• How can I tailor my services to meet your specific business goals and challenges?

3. Reassuring Their Decision:

• What information can I provide to help you feel more confident about our potential collaboration?
• Are there specific results or examples from my past work that would help in making your decision?

Final Thoughts on Asking Questions
During Your Sales Calls

Now, it’s time for you to take action. Start by making a list of questions you can ask during your next sales call. Use the suggested questions here or create your own list.

Reflect on queries that provide deep insights into your client’s business, audience, and objectives. Think about how you can uncover any hesitations they might have and how you can address them confidently.

Your list is not static — it will evolve as you gain more experience and insights from each client interaction.  

And, if you need inspiration or guidance in crafting these questions, don’t hesitate to turn to ChatGPT. It’s a great help in brainstorming and refining your list, so you’re well-prepared for your next sales call.

When you have a list of questions that dig deeper into your client’s needs, goals, passions, and dreams, you’ll be able to relax, get the conversation going, and enjoy getting to know your client. And that creates a firm foundation to build on.