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Questions that Sell, 2nd Edition by Paul Cherry

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CHAPTER

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1

A Few Questions About . . . Questions

SINCE THIS IS a book about questions, let’s start with a few:

What, exactly, is a question? Why do we ask them? Why do we answer them? And why are they such a powerful selling tool?

I like to think of a question as a truth-seeking missile. And that’s why a sales strategy that’s built on questioning is so powerful. The best way we can create value for our customers, our companies, and ourselves is to get to the truth. Much time and money is wasted by salespeople trying to sell the wrong people the wrong solutions to the wrong problems.

As we all know, buyers don’t always tell the truth. Sometimes ...

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