Outsell: The Guaranteed Competitive Advantage For Your Sales Team by Bill Burnett

How does deliberately increasing the amount of pain a patient feels in a colonoscopy lead to more effective sales to prospective clients?

The best salespeople ask questions. When I ask why, they respond with three primary reasons:

• To qualify the prospect
• To find the prospect’s pain
• To get to know the prospect

When I ask for examples, all their questions share a common objective. They’re information-gathering questions. Information gathering is important in a sales call. However, questions can serve dual-purposes. Recent science tells us that they can be powerful tools of influence. That is what I focus on in this monograph. How can questions, and their answers, influence the prospect’s choice?

In Outsell, you will learn about three specific types of questions that influence:

1. Intent Questions
2. Counterfactual Hypothetical Questions
3. Peak/End Questions

You’ll understand why they work, what makes them powerful, and how to construct and use them. And, yes, you’ll get the answer to the colonoscopy question.