CHAPTER FOUR
4
Lock-On Questions and Impact Questions
How to Uncover What Your Buyer Won’t—or Can’t—Tell You
IN THE PREVIOUS chapter, we looked at how you can use educational questions to initiate a sales conversation, either with a prospect or with an existing customer. But how do you keep that conversation going and direct it in a way that leads to deeper insights that will unlock an opportunity? In this chapter and the ones that follow, we’re going to look at several types of questions that allow you to build on what a buyer tells you. We’ll focus on two types of questions to help you extend that initial conversation: “lock-on” and “impact” ...
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