The Funnel structure
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- Motivate the customer to answer your questions (not just a reason why you are about to ask them)
- Broad open questions
- Progressive open questions
- Closed questions
- Summary, sweeper + checking question
Conclusions
- Our questions need to be driven by our sales propositions
- Funnels needs to be planned upwards and executed downwards
- Each funnel needs to be explored to an optimum level
- The value of our propositions may be in a combination of the funnels
- We need to drill for the emotional wants as well as the logical needs