There are many words in the English language that are critical for selling. However, there is one word that Trumps them all. This little word helps us uncover more about our prospects than any other. Unfortunately, most salespeople use this word far too frequently. In this chapter, I’m going to share with you the most important word in sales. Check it out. 

The word is why, this tiny word consisting of only three letters packs a huge punch. I’m going to share with you the three reasons and how to use them;

Number one, it helps us understand what’s really going on with the prospect. Anytime your prospect says or asked something that you don’t completely understand. Just ask, why is that? Or why do you ask that? This helps you get right to the bottom of the issue.

Number two, keeps us from getting to the solution to soon. Think of yourself as a doctor. When you go to a doctor’s office, a doctor wants to learn as much as he or she possibly can before getting to the solution. So when you’re in a selling situation, anytime a prospect says anything that seems of importance, you can simply ask well, why do you say that? Number three, this shows real interest in them. I say this all the time, a prospect only care about themselves. They don’t care about us. And by asking why this puts us on the same team with them, because we’re showing genuine interest in them. Asking why shows that you are totally focused on them.