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Brilliant Selling, 2nd Edition by Jeremy Cassell, Tom Bird

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Chapter 12: Asking the right questions

When I was learning to be a coach my trainer told me that ‘questions are the answer’. It is much the same with selling. You cannot sell well without gathering information and it is tough to gather information without asking questions. Yet, according to a study by the Sales Career Training Institute, salespeople typically spend too much time pitching and not enough time asking the right questions so that they can discover the prospect’s/buyer’s real concerns and issues, as well as the hot buttons they need to press to get someone to buy.

‘Judge others by their questions rather than by their answers.’

Voltaire, French writer and philosopher ...

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