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Talking to prospects: sales call or cross examination?

How to learn more about your prospect's needs without sounding like an interrogator.

By Paul McCord | Updated on August 29, 2016

“Everyone says to ask questions but how do I discover my prospect’s needs or problems without sounding like I’m interrogating her?”  

I hear some version of that question on a regular basis. The idea that questions are the key to uncovering opportunities is well established, but many sellers have difficulty applying the principle and some question whether questions are even the appropriate technique.

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