By TrainingCourseMaterial.com
Think of yourself as a doctor—not a salesperson. A good doctor listens, investigates symptoms, asks thoughtful questions, and only then offers treatment. The OPEN Question Selling Technique works in much the same way.
What is the OPEN Selling Model?
The OPEN model is a structured sequence of questions that helps you uncover your customer’s needs and guide them toward discovering your solution themselves. Here’s how it works:
- Operational Questions – Gather general information
- Probing Questions – Identify key problems or dissatisfactions
- Effect Questions – Explore consequences and urgency
- Nail-Down Questions – Get the customer to verbalize the value of a solution
1. Operational Questions
Start with open-ended questions that help the customer talk about their current situation. Keep it conversational—avoid turning it into an interrogation.
Examples:
- Tell me about your current provider.
- What’s your typical monthly bill?
- How much do you rely on internet access during the day?
2. Probing Questions
These dig deeper into needs or frustrations. You’re gently guiding the customer to articulate what’s not working. Every probing question should connect to a feature or benefit your product can offer.
Examples:
- Do you find your current plan limits your international calls?
- How often do you run out of credit or data?
- You mentioned cost being an issue—can you explain where that hits hardest?
3. Effect Questions
Effect questions turn a small frustration into an urgent issue. You’re helping the customer visualize how the problem is affecting their business or life.
Examples:
- What happens when you can’t reach your clients overseas?
- How does downtime affect your team’s productivity?
- Could these issues lead to lost sales or customer complaints?
Good effect questions are often about:
- Money
- Time
- Reputation
- Customer experience
4. Nail-Down Questions
Now, stop. Don’t jump in with your solution just yet. Ask questions that allow the customer to realize the value of solving their problem. When they articulate the benefit, they’re more likely to buy—and stay bought in.
Examples:
- Would it help if your plan covered those international calls?
- If you could eliminate this issue, what would that mean for your team?
- Why would solving this now be important for you?
📦 Learn the Full Sales Technique
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Related Resource
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Frequently Asked Questions
Why is the OPEN selling model effective?
It guides the conversation naturally, helps build trust, and makes the buyer feel heard instead of pitched to.
How does this differ from traditional sales methods?
Traditional methods often jump to presenting solutions. OPEN selling starts with the buyer’s experience, building toward a solution together.
Is this technique better for B2B or B2C?
It works for both but is especially powerful in complex or relationship-based B2B sales.
Reviewed and fact-checked by the TrainingCourseMaterial.com editorial team on . Originally published September 2021. Estimated reading time: 7 minutes.
