marketing + sales: Ask, Don't Tell
Nine ways power questions help us build better business relationships
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A potential client asked me for the names of three references to call. Instead of running around and drumming up the names, I pushed back, and asked, “What particular information are you seeking? Any references I give you are only going to rave about me.” It turned out the prospect had no interest in actual references. What she really wanted to understand was how other clients of mine had tackled the organizational resistance she was expecting. This question—and the subsequent conversation—turned a small lead for a keynote speech into a major, year-long project.
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