CHAPTER 7

Investigate: Investigation or Interrogation?

“Talk to people about themselves and they will listen for hours.”

—BENJAMIN DISRAELI

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Transitioning from one step to the next in WIIFT is easy. After connecting with the buyer and earning the right to talk business in the Initiate step, it’s a seamless move into the Investigate step. And this is where your real focus becomes transparent. Will your focus on Them be collaborative or will it turn the conversation into an interrogation?

The Investigate step identifies and explores the buyer’s POWNs—problems, opportunities, wants, and needs; it qualifies the buyer and clarifies their sense of ...

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