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“Questions that Sell: The Powerful Process for Discovering What Your Customer Really Wants” by Paul Cherry is a sales book that focuses on the importance of asking the right questions in the sales process. It provides strategies and techniques to help sales professionals understand their customers’ needs, uncover valuable information, and ultimately close deals more effectively.
 
Questions that Sell is an indispensable addition to your toolkit, no matter what your product or service. Paul Cherry’s invaluable handbook is more essential than ever before, with even more practical, hands-on content that covers a broader range of tactical sales situations. A wealth of fresh topics, techniques, and information has also been added to this updated second edition, including new questions that will:
● Get prospects talking during cold calls
● Use questions to qualify prospects (without insulting them)
● Soothe angry, dissatisfied, and anxious buyers
● Overcome stalls
● Prospect for new business
● Discover hidden customer needs and motivations
● Lead to quicker decisions (Accelerate the decision process)
● Secure referrals
● Comfortably address delicate subjects
● Reinvigorate a sales relationship that has gone stale
● Generate discussion and position yourself as a thought leader at networking events and on social media forums.
● Upsell and cross-sell so you no longer leave money on the table
● Pose intriguing questions to position yourself as a thought-leader on social media
● Turn social media contacts into active sales leads
● Identify dead-end opportunities
● And more
 
What is Good Questions and Bad Questions ?
Good questions get you closer to the truth. But some questions can lead you astray. They may create the illusion that you’re making progress when at best you’re going in circles. At worst, bad questions will drive buyers away. Here are some examples:
◆ Leading questions. “So wouldn’t you agree that quality is the most important consideration?” “Don’t you want a secure financial future?” Questions like these aren’t designed to get the truth; they’re designed to get agreement. We learn nothing and the customer feels manipulated.
◆ Lazy questions. “What industry are you in?” “Is this your only location?” This is information we could have gotten elsewhere, so questions like these simply waste your buyer’s time.
◆ Self-serving questions. “What do you know about our company?” “Did you get a chance to look over the information I sent you?” “Are there any projects I can quote on?” “How’s my pricing?” “Do you have any questions for me?” “Would you like to see a demo?” Although it’s important to qualify and gauge a prospect’s interest, questions like these can suggest that you are more focused on your own interests than your customer’s. Like lazy questions, they can come across as product peddling or poking around for an opportunity instead of focusing on value-added solutions.
◆ Trick questions. “Which one do you want–the red one or the blue one?” “If I could show you a way to save 25 percent on your costs, would you be interested?” Buyers see these questions for what they are–a gimmick to get them to do what you want.
◆ Hostile or aggressive questions. “Didn’t you have a plan in place in case of a service outage?” “Why do you continue to invest in a program that hasn’t worked?” There’s great value in questions that prompt a buyer to rethink old assumptions or consider new information. But questions that are designed to put buyers on the spot or make them feel stupid–especially in front of others–will prompt buyers to disclose less, not more.
 
Success is yours for the asking. Smart questioning will get you there! In a highly competitive marketplace, the right questions will enable the buyer to see you as a problem solver rather than a product peddler—while asking the wrong ones can kill a deal instantly. Success today depends on a lot more than just a good knowledge of and faith in what you’re selling. Questions that Sell can be the one sales tool that makes all the difference.
 
Overall, “Questions that Sell” is a book that provides advanced questioning techniques to help salespeople sell their products or services based on value to the customer, rather than price, emphasizing the importance of understanding the customer’s perspective and tailoring the sales pitch to meet their needs. Therefore , it is a practical guide that aims to enhance the sales skills of professionals by honing their ability to ask meaningful and impactful questions throughout the sales process. If you’re involved in sales or interested in improving your sales techniques, reading the book can provide you with valuable insights and strategies.
 
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About the Author :
 
Paul Cherry is author of the top-rated bestseller, “Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants” (AMACOM). Now in its second edition, the book has been published in five languages. “Questions that Sell” has been listed on BookAuthority’s “Best Sales Books of All Time.” Bookauthority serves millions of book recommendations every month and was ranked #1 on ProductHunt. It maintains book recommendations from domain experts such as Elon Musk, Warren Buffett, Prof. Daniel Kahneman, Sheryl Sandberg, and David Allen.
 
He has also written two additional books: “Questions That Get Results – Innovative Ideas Managers Can Use to Improve Their Teams’ Performance” (Wiley) and “The Ultimate Sales Pro – What the Best Salespeople Do Differently” (HarperCollins Leadership).
 
For over 23 years as a top sales effectiveness expert, Paul has helped business-to-business sales reps close more deals in all major industries. As a recognized thought leader in customer engagement strategies, he has been featured in more than 250 publications, including Investor’s Business Daily, Salesforce, Selling Power, Sales & Marketing Management, The Kiplinger Letter, and Inc.
 
Paul is the president and founder of Performance Based Results, which delivers intense customized sales workshops, coaching, and leadership programs to companies across North America, UK, Europe, the Middle East, Asia, New Zealand and Australia. He has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Paul’s clients typically get 7 times their return-on-investment (ROI) or better. Paul is a graduate of the University of Delaware (BA and MPA). He resides in Wilmington, Delaware, outside of Philadelphia.