The CEO Code

The Art of Asking Questions

“Sellin’ ain’t tellin’, askin’ is.” I heard this simple but true homily years ago, when working with clients in Texas. Merrill Lynch spent thousands of dollars and six intense months in California and New York City on sophisticated courses and seminars to train me to sell stocks and bonds. Yet, over the years, this bit of country wisdom from Texas has been one of the most powerful and useful lessons I’ve ever learned. To be successful in sales and in communications, you must master the art of asking questions.

One of the most obvious reasons you ask questions is to acquire information. Let’s look at a specific illustration. The conscientious financial advisor will spend a great deal of time and effort to learn about ...