Funnel structure

The Funnel structure

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1. Motivate the customer to answer your questions (not just a reason why you are about to ask them)
2. Broad open questions
3. Progressive open questions
4. Closed questions
5. Summary, sweeper + checking question

Conclusions

1. Our questions need to be driven by our sales propositions
2. Funnels needs to be planned upwards and executed downwards
3. Each funnel needs to be explored to an optimum level
4. The value of our propositions may be in a combination of the funnels
5. We need to drill for the emotional wants as well as the logical needs