Hook questions and statements during cold calls and initial meetings with a prospective customer serve the purpose of aiding the proactive Sales Professional in following up on, exploring, and providing more information about the needs, wants, goals, desires, and pain points expressed by the prospect. A hook question should only seek enough information to create and offer reasons for why an additional meeting should be held to proceed with the sales process. A hook can also serve as a marker of recognition, proof that the prospect’s point of view has been heard and understood. Examples of effective hook questions and statements include:

• Can you tell me more?
• Which means…?
• Why is that, do you think?
• Is that important to you?
• I see…
• Interesting.

If sufficient pain is not uncovered in the process of asking and assessing the responses to hook questions, the prospect should be disqualified and the sales opportunity rejected. Additionally, if the prospect does not react to any of the hook questions or fails to create a response, it’s time to discontinue the call and pursue a new lead.