These 3 Questions Are the Answer To You Closing More Sales And Putting More Money in Your Pocket

By: Dave Dee on: March 8th, 2014 11 Comments

You’ve probably heard the saying, “Telling is not selling” and that the key to sales success is to be a good listener more than a good talker.

Both of these points are true BUT they miss this key distinction: You need to ask the right questions in order to elicit the responses from your prospect in order to close this sale.

In today’s Psychic Sales lesson, I’m going to give you three specific questions to ask your prospect that will help you elicit your prospect’s buying criteria. You will know the deep, psychological reasons your prospect’s wants what you’re offering. Knowing this will boost your closing percentage and bank balance.

Here are the three simple, albeit powerful questions.

1. What’s most important to you in a ________?

This question helps you determine the conscious reason someone is thinking about buying a product or service like the one you’re selling.

It can be expanded by asking, “What are the three most important things to you in a ______?”

These are your prospect’s hot buttons and the benefits she is look for.

Here is a MAJOR, advanced sales point: The only benefits you should be talking about are the ones your prospect has specifically told you are benefits.

Read that again.

As sales people, we are taught to talk about the benefits of our product or service. This is true BUT a benefit is really only a benefit if the prospect says it is. (Tweet this!)

You will actually un-do a sales and bore a prospect if you start talking about benefits that don’t interest her.

This first question tells you what to focus on.

2. What is important about that?

You want you’re prospect to go deeper and give you the reason why the benefit(s) she wanted are actually what she wants. In essence, she is telling you how to sell her.

3. To make sure I clearly understand, ultimately what would that (whatever your prospect’s answer was to question number 2) do for you?

Powerful stuff. You are taking your prospect on a deeper psychological discovery process where she will tell you the real reasons, the subconscious reasons, she wants to buy a product or service like the one you are offering.

Let’s assume you are a financial advisor and you are talking to your prospect “Bob” and see how this might play out”

You: “Bob what is important to you in a financial investment?”

Bob: “Well, I’m looking for security and a double digit return.”

You: “I can appreciate that is important to, isn’t it. (Nod yes.) Bob, what is important to you about “security and a double digit return?”

Bob: “Well, in the past, I’ve lost a lot of money in the market and I need to make some of it back.”

You: “I understand, Bob. Let me ask you a question. Ultimately, if there was an investment that gave you security and a double digit return, what would that do for you?”

Bob: Hmm. That would let me retire by age 55 and be able to enjoy myself without having to worry about money.”

You: “That makes a lot of sense. And that’s the reason I…get excited…when I start talking about annuities. The best thing about annuities is they give you security and, although past performance doesn’t predict future performance, the annuity I’m going to recommend has averaged an 11% return over 5 years. If you…now take action…you will be able to retire by age 55 and be able to enjoy yourself without having to worry about money.”

Do you see how deep you went with your prospect by asking those three questions? You not only discovered what your prospect wanted on a surface level but what he really wanted on a psychological/ emotional level.

A couple important points:

1. Be sure to feedback the exact words your prospect says. Words have meaning and are attached to specific feelings your prospect has. You want to trigger those positive feelings by using the precise word your prospect uses.

2. There is a lot going on in the summary statement you make, including some powerful embedded commands including “get excited” and “now take action”. We’ll talk more about embedded commands in a future lesson.

For now, write down the three questions on index cards and keep reading them until you have them firmly implanted in your mind. Most importantly, start using them immediately in your sales presentations. You’ll be thrilled with the results.

NOTE: Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.


Dave Dee is one of Dan Kennedy's most successful students. Dave saw Dan speak over 16 years ago at one of the Peter Lowe Success Events when he was a struggling magician. He bought Magnetic Marketing and as you will hear when he tells you his story, his life changed in less than 90 days. Dave became a very serious student of Dan's by attending my seminars, joining his coaching group and most of all from implementing what he learned. For more money-making marketing tips, tactics and strategies, go to

11 Responses

  1. Ryan C. Bogdewic says:


    I too am looking for an investor for a full length feature film project. I will use these series of questions for finding an investor for this film.

  2. Bill A says:

    I think I’d be annoyed if I were on the receiving end of all these questions

    • Mike Stodola Admin says:

      It’s all in how you ask. These are the general questions, and they shouldn’t necessarily be asked back to back to back, but conversationally. And it of course depends on what you’re selling. The higher the price of the item, the more the customer, client or patient WANTS to be asked questions before they make a decision. Especially if you preface things by saying something like “As we talk about the type of home you’re looking for I’m going to ask you some questions so I can make sure we’re on the same page and so I can better find you your dream home. Is that ok?”
      If you’re selling a lawnmower for a couple hundred bucks to someone who has bought several of them in their lifetime maybe all these questions aren’t needed, but to someone who knows nothing about lawnmowers they may find these helpful and clarifying. Hope this helps.

  3. As always some great points on the Psychology of selling – Thanks Dave

    I’m going to share them with my team at this week’s sales meeting

  4. Fab post Dave! The drill down technique nails down the true motivating factor. Keep this idea in mind to tailor your product to the individual’s needs.

  5. Terry Bahat says:

    Thanks Dave…. great post indeed..especially the point re. words having meaning and are attached to certain feelings a prospect has.

    Material to remember and use. Already awaiting to learn more on embedded commands.

  6. Cathy says:

    Wonderful insight! I am currently revamping my propective client questions. Well, these are going to go on the top of the list!!!

    Thanks so much Dave!

  7. I’ve been a hypnotherapist and NLP’er for over 15 years. I regularly sell information products, classes, and live training for $8,000 or more per sale. Selling is selling is selling but I don’t ever think I’d use this method because it is missing several important steps. Good questions. Useful process. Good to gather intel. YES. This method seems more useful when talking over a dinner with a potential mate, however. Not a client. There are definitely waaayyyyyyy better questions to be asking, IMO.

    • Mike Stodola Admin says:

      You’re right on…this isn’t a complete sales system at all but one meant for the masses. You’re probably quite advanced and have a great process down. Unfortunately most sales people have NO process and wing each interaction, so this is there for some basic framework. I’m guessing even in your advanced selling techniques, somehow you get the answers to these questions and it helps the sales process.

  8. ARtin says:

    The 3 questions strategy looks fine. Got my sales people using questions similar to these – however they have a hard time getting people to open up. Like Bill A says “I think I’d be annoyed if I were on the receiving end of all these questions”

    Dave, not sure if what you’re talking is academic that looks good when you read it, but then it does not work!?

    If it does, can you share a couple of real life examples when it worked for you? Of course the more realistic the examples with all the conversation that happened the more believable it is. Otherwise like the example with Bob, it is just a scenario that anyone could write to illustrate the point – it does not seem that in real life this happens as you illustrated.

    • Mike Stodola Admin says:

      A in my response to Bill, it really depends how you ask and when you ask. If they don’t have any credibility or authority built up and just ask all three one after another, you’re right, people can actually be turned off by this. But if they demonstrate their expertise and how answering these questions will ultimately help them, then most people are glad to respond. Does that make sense?

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