Nicolas Cole explains how salespeople can ask uncomfortable questions that expose what clients don't actually understand about their own needs. When a client says "I don't like newsletters" or "one video will answer all questions," they're revealing a knowledge gap. That admission becomes a teaching moment where you can position your expertise as the solution.
Clients don't know why they want what they want. You have to ask questions that force them to admit, oh, I actually don't know what I'm talking about. So when someone says, I don't like newsletters, they're just saying, I don't know how to do it well. If a client says, oh, someone just needs to watch one video and they won't have any more questions, you need to go, oh, so you don't have a sales process? Do you see how if I ask that question, now the client is in a pickle? Because if they say, no, we don't have a sales process, then it's like, there's another thing I can educate them on. And if they say, no, we do have a sales process, then you're like, I thought you just told me that the person didn't have any more questions. So you have to be comfortable asking them questions where they admit to you, wait a second, I don't have as much clarity around this as I thought.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
