Extractive questions

Updated at: 24 January 2025

Extractive questions have become one of the key elements in the already well-known technique of SPIN selling. These are questions that make amplification and even greater involvement of customers in specific problems to emphasize their weighty importance. Subsequently, provide a solution that the salesperson has prepared in advance.

What these questions are, when they should be asked and how to use them as effectively as possible - now we will tell you.

What are elicitation questions

Extractive questions in sales are a special type of question that show the importance of specific customer problems to elicit an active desire to solve them right now. They are used to determine the magnitude and depth of pain. Through them we show the client how serious or even neglected the problem really is. We form the need for solving it, so that we can then present the right proposal.

LISINs that elicit a question should not be considered separately, as they are part of a certain context. They are one part of a whole cycle of questions that are often used by professional salespeople. They can be categorized as follows:

¨NBSP;

Situational - to identify information about the organization, its goals, objectives and specifics;

Problematic - to identify customers' pain;

Extractive - to focus on problems;

Referral - to "lead" the customer to the company's products or services.

If you make sales "head-on", without data about the company, understanding its needs, pains, current problems, the likelihood that you will buy - minimal. That's why it's important to go through each type of question. Extracting from them are some of the key ones.

## Why ask extractive questions

Extractive questions are often the primary factor that ensures successful sales. Focusing on the problem helps the buyer realize the importance of the consequences if the problem is not solved. Realize that it can grow like a "snowball", increase negative effects in the business, "cling" to other problems. That is why it is important and necessary to ask them.

When to ask extractive questions

In the SPIN structure, elicitation questions are asked after situational and problem questions. The moment you have information about the company, the problem and hidden needs have been identified. Then comes the part when the problem has to be shown to be serious enough. This is where extractive questions about consequences and effects come in handy. This way the customer will realize that the problem is serious and needs to be solved as soon as possible. Next, the salesperson must offer a solution in the form of a product.

Effective use of elicitation questions

It is not enough just to ask extractive questions. You need to understand at what point and to whom they should be asked. We have already talked about "when" - ask questions after you have gone through the situational and problem questions, when you know the information about the company and the identified customer pain points. Next, it's on to the extractive questions.

Now, who you should ask questions to. The ideal is that you ask extractive questions in sales to the people who make the decision. Simply put, the LPR is the decision maker. People who have an interest in solving the company's problems, as well as those who are able to see behind the current problem to the potential negative consequences for the organization.

The purpose of eliciting questions in sales

The main purpose is to transform problems or latent needs into clear and explicit ones. They develop the needs, "stick them out", expand the potential buyer's and customer's perception of the value and importance of the solution that the company will subsequently offer.

In terms of what the task of extracting issues is, it is to turn a problem into an urgent and "burning" one. One that needs to be solved as soon as possible. Procrastination will cause the business to start having more problems.

Examples of extractive questions on IDS

Let's move on to specific examples in the format of a question and the challenge that comes with the question:

¨NBSP;

How does having a problem with a product affect the achievement of the company's goals?
the question shows that fixing the problem will help achieve the company's goals;

How does product delay affect customer refusals?
helps build a "the less delay, the fewer refusals" relationship;

How much revenue will you lose if your goods are constantly delayed?
emphasis on monetary loss;

If you had more resources, what would you accomplish in your business?
emphasis on lack of resources;

Has the sales department ever messed up your company's performance metrics? - emphasis on a bad sales department.

These are just some of the examples of eliciting questions. You have to realize that every business case is different and applying boilerplate can cause misunderstanding among potential customers. Dive into the problem, identify the needs and ask the right sales elicitation questions depending on the individual case.

Mistakes when using elicitation questions

Naturally, mistakes often occur when formulating elicitation questions. Especially if the sales department or an individual employee is just starting to work on SPIN. Mistakes are normal. The main thing is to recognize them in time and avoid them in the future. For this reason, let's analyze typical mistakes when using elicitation questions. They are as follows:

Don't ask elicitation questions all the time - there should be a measure for everything. Extractive questions are aimed at identifying problems and even making customers uncomfortable. When your LPR is uncomfortable identifying problems, that's normal, as elicitation questions are designed to do just that. The only point is that such questions should be in moderation. You don't want to spend 18 minutes out of 20 minutes of dialog talking about problems. You should highlight the problem, emphasize it, and move on.
No one likes the constant feeling of discomfort.

Don't ask specialized questions - every business has areas of expertise. If you ask expert questions that your interlocutor definitely doesn't know, your whole scheme to make a successful sale will fall apart.
Feel the interlocutor and ask more specialized questions.

Dialogue without a plan - before you start a dialog, it is worth making at least a rough plan in what way it will be conducted. It's ideal if you know the right details about the business, problems and needs beforehand. The more data you know about the company, the better. Based on this information, you will be able to conduct the dialog in the right direction. If you don't have any information, you should think about the directions in which communication can go. Prepare a pool of answers to possible questions and objections.
The presence of a plan is better than its absence.

Following the plan without taking into account new data - ready-made sales scripts are good, but it is not a guarantee of success. If new input, special needs and problems come up during the communication process, and the salesperson still follows the outlined plan, the sale will not be successful.
A professional salesman is one who gives the client only relevant and useful information.

Putting pressure on the client - it may be that the interlocutor is uncomfortable to talk or does not want to do it. In this case it is worth stopping the dialog. Do not "push" the person to listen to your offer. Call back another time.

Take into account these standard mistakes to avoid making them during sales.

Extractive questions are a powerful tool for raising the profile of current problems in the business, with the goal of further suggesting a solution from the company. Identify problems, emphasize them, offer solutions and make successful sales!