Discovery questions
Source: PNAS May 22, 2012 109 (21) 8038-8043
In other words, when it comes to the science of discovery, people are scientifically and emotionally predisposed to answering questions that require them to state their own views and opinions on a particular topic. Other people’s views and facts simply aren’t as engaging.
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Unfortunately, despite our best efforts, many sellers unintentionally ask fact-based questions masquerading as opinion-based questions. For example, suppose your customer told you that they’re experiencing a business challenge caused by an old, outdated process they have yet to move away from. As you dive deeper into your discovery conversation, you might be tempted to ask questions like:
Why are you still using that old process?
Why is that process so inefficient?
How much money are you losing by continuing to use that old process?
On the surface, these seem like good, conversational questions, and indeed they are. However, upon closer investigation, you’ll notice the insights they’re driving towards are fact-based. In other words, you’re asking the customer to state factual responses to your questions instead of asking for their opinion.
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