The Principles of Emotional Intelligence

• The common logic for sales presentations raises a client’s emotional
  defenses.


• Asking the right questions unlocks the emotional motives of the
  client.


• Skilled inquirers do less selling but make more sales.

Experienced archeologists ignore nothing in their digs. They establish
boundaries, form grids, and pan through every inch of dirt. They know that
each small and seemingly insignificant piece that is brought to the surface
could be connected to a much larger artifact lying below the surface—one
that could be of monumental historical significance.
The greatest mistake sales professionals make is neglecting to learn
more about the customer before making the presentation. Commonly, sales
professionals are so passionate and enthused about their product story, they
fail to hear their customers’ stories. No factor has more influence on pro-
ductivity than the simple process of asking the right questions. The follow-
ing story illustrates the consequences of failing to ask the right questions—of
failing to dig a little deeper—before presenting a product.

185

EMOTIONAL ARCHEOLOGY

Mastering the Art of the Irresistible Question

“Questions are the creative acts of intelligence.”

—FRANK KING

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CHAPTER TWENTY-ONE