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Comparison Questions:

Getting Customers to Think Sideways

DIRECT QUESTIONS—FOR EXAMPLE, asking customers to tell you what they need or want—can only get you so far. Buyers get stuck because they can only imagine one solution to their problem. Or they’re not even thinking about the right problem. Or they’re following a path that will lead to a dead end, when they really need to think more creatively. A question from an unexpected direction can open up new avenues for a sale, surprising both you and your buyer.

One type of question—the comparison question—is especially good at getting buyers out of a rut.

As you have probably guessed from ...

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