What are “Confirming Questions” in Sales?


Confirming questions (also known as confirmation questions) are a series of questions designed to test the prospect/customer on their understanding of what you said.

The sales process can sometimes be a long and complicated process for all parties involved. For the prospect, they not only have to fully understand the problem that they are currently having but also fully comprehend and appreciate the value that your product/service provides. This means that in some instances, salespeople will be required to go through several rounds of questions, answers, and presentations. For prospects and customers, this can become a confusing process as they try to comprehend all the information that they are being presented with.

Remember, as salespeople, we live in the world of our particular product/service. We know the industry, competition, and products inside-and-out because it’s our job to do so. In many cases, prospects are busy individuals who are usually focused on other things in their lives/businesses. Unlike us, prospects aren’t thinking about your product all the time and aren’t as exposed to it as we are.

It’s important to remember this because what may seem like common sense to salespeople is probably not that common knowledge for the general customer or prospect. For salespeople, it can be easy to spit out the features of a product/service without fully explaining what it means for the prospect. Prospects can get lost in the jargon. Once this happens, prospects will tune out of your sales pitch entirely and probably won’t be interested in buying.

That’s why confirmation questions are important – they are designed to serve as a “temperature check” on your prospect’s understanding of what you said. Ideally, confirmation questions should be asked after you present well-constructed and clear FAB statements.

A common question that salespeople ask is:

  • “So, after explaining the features of this product to you, do you have any questions regarding anything?”

However simple that is, that question can sometimes invite the prospect to simply lie. If they tuned out previous to you asking this, they will simply say that they have no questions. Ideally, your confirmation questions should be somewhat open-ended and should require the prospect to elaborate:

  • “Let me ask – which feature of this product do you think will benefit you the most?”
  • “Looking at your current situation, where do you see yourself implementing this product?”

Questions like this will force your prospect to elaborate and will serve as a great indicator if they understood you or not. If they are unable to provide an answer, revisit the feature and redescribe the advantages/benefits in clear and simple language.



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Author: Jason Karaman

Hello! I’m a marketing, sales, and customer service author, blogger and doer. I live in the South Carolina Lowcountry with my wife. I enjoy reading, writing, hiking, kayaking, and all things beach. For media inquiries, send an email to JasonKaraman@ExpertCaller.com

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