More about industry specifics

Let’s imagine a situation where someone is selling, say, a motorcycle. Potential buyers come, look at it, ask questions, and the seller responds. They answer professionally, with expertise, and demonstrate the finer points. The buyers scratch their heads and leave.

Now let’s imagine that this person is an amateur when it comes to motorcycles and, most importantly, isn’t shy about it. Moreover, he takes advantage of his “lack of knowledge” and starts asking questions himself: (C – Customer, A – Amateur).

P. And can you take the seat off?D. Yes, of course!P. Oh, the battery. Easy to get at. Good.D. Excuse me, what’s good about that*?P. Well, you never know…D. Have you had cases like that?P. Well, not me… but I heard a very unpleasant story.D. Could you tell it in a couple of words?P. …blah-blah-blah…D. So it matters to you that the battery is easy to get at. Thank you.P. Oh, the frame is steel.D. And what’s good about that?*P. Well, it’s convenient in terms of repairability. It’s easier and quicker to find a repair shop, especially if you’re heading off on a long trip.D. Oh, are you going somewhere far?P. Yes, to Armenia!D. And why is this particular model right for the trip?**P. …blah-blah-blahD. And are there really no other options on the market?P. Well, there are equivalents, generally speaking, but this one…blah-blah-blah…D. And this thing, the blah-blah-blah, why does it matter to you?***P. It matters to me because of tra-la-la.

Here, take a look. The “dilettante,” taking advantage of his position, subtly asked the buyer leading questions, effectively instilling in him the belief that there were no options and that he had to make a purchase. How would such questions look coming from a professional? Amateurishly. Be honest with yourself: what’s better—standing there and raving about how great this motorcycle is, or asking questions that lead to closing the deal? Now, a deal can be closed simply by listing the things that the buyer himself identified as important, and then suggesting a next step.

Now about the “stars.”

* As the question is, so is the answer. Aluminum frames are also good and have their own advantages. The “dilettante” didn’t ask “what’s the difference,” nor did he start justifying that steel is better. The “dilettante” made the client say it themselves. The same goes for the question about the battery. From the seller’s perspective, it’s a silly question—it’s obvious to a school student why a battery should be accessible. However, the dilettante will be forgiven for everything, and even with a sense of superiority, they will explain everything in a mentor-like tone.
** Once again, a demonstration of a well-phrased question. A “professional” wouldn’t be able to ask it. A pro knows which motorcycles are more suitable for what purpose and at most will start flattering the buyer, taking over the conversation and saying what the buyer should be saying themselves.
*** Now guess for yourself why this particular question formula is used.

If I have to choose whom to send to serious negotiations — a technical amateur with superficial knowledge who knows how to ask the right questions, or a super-duper technical specialist who can do nothing but “present” — then I think my choice will be obvious.

There is a famous magician from Sweden. Lennart Green Here is his lecture on YouTube Green is a true card magician, a laureate of the most prestigious award for illusionists. His specialty is the seemingly chaotic movements. The cards in his hands are always falling, getting tangled, and he makes some awkward gestures, which completely confuses the audience. He masters this imitation of inexperience so virtuously that he even misled the jury of the competition held by the International Federation of Magical Arts, FISM. Think about that.

P.S. This is a real-life situation and not made up. The motorcycle was sold to the very buyer who answered the “silly” questions, even though he had to borrow money for the purchase and took another week to gather his courage. Interestingly, there was another buyer who was ready to put down a deposit but changed his mind. No one asked the second buyer the right questions. My friend was selling the motorcycle. I was present at the meeting with the first buyer and I was the one asking the “silly” questions. I wasn’t there for the meeting with the second buyer, although a dialogue of the right kind could have taken place, for example:

- What motorcycle do you have now?
- Why did you decide to change?
- Why do you think this motorcycle is right for you?
- Why is this (what suits you) important to you? What does it give you? And so on.

Even with a straightforward answer to the second question, which is practically “closed” and doesn’t expect any response other than “I’ve outgrown the previous power level,” you can still ask again: “And for what reason do you feel that power is more important to you, for dynamics or for speed?” It’s so great to evoke the desired feelings in the buyer that the seller needs.