They Ask, You Answer, 2nd Edition

6 Brainstorming the Questions You Are Asked Every Day

Now that I’d discovered the core business philosophy we’d be adhering to as we moved forward with River Pools and Spas, it was time to act.

My first action was simple: I sat down at my kitchen table late one night and brainstormed all the questions I’d received about fiberglass swimming pools over the previous nine years.

As you might imagine, the writing was fast and furious. After all, I sold swimming pools for a living. I heard questions from prospects and customers all day long, so the idea of simply recalling these questions was by no means difficult.

After about thirty minutes, I had more than 100 questions listed on the paper.

Wow.

But what happened next is where things became very interesting. I (along with two of my business partners) took those questions and, over the coming months—late at night when everyone in my house was asleep—we wrote articles or made videos answering every single one of them.

Most of these articles were published to our website as blog articles, with the question itself becoming the title of the post. The videos produced were uploaded to YouTube and placed on the website.

For me, this whole process became somewhat of a religion. If I was on a sales appointment, as soon as the prospect would ask me a question my immediate thought was: “Have I answered that on our website yet?”

Keep in mind, I’m not talking here about one- or two-sentence answers to questions. I’m talking about really answering ...