That’s the title of a chapter in Jeffrey J. Fox’s book, How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients. The point of the chapter is that salespeople succeed best when they are willing to ask questions of their customers–even the ones that appear to be “dumb” questions.
One important reason to ask questions is to learn what you can about your customer and his or her needs. How can you claim to have solutions if you don’t even know the problem?
Another reason to ask questions is to show genuine interest in your customer. People love to feel important and listened to. When you ask questions–and really listen to the responses–you show interest in your customer.
Increase your customers’ security and comfort with you by not only listening, but taking notes. Let them know what they said was important–writing it down is one good way to do so.
Thinking you know all the answers is dangerous. Don’t make assumptions. But even if you do know all the answers, show your customers the respect of asking about them, their products and services, their problems, their solutions, their business . . .and listen to the answers. Who knows? You might learn something; and you will probably sell something.