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By: John G. Miller Author of the QBQ

Do you know that I ask a lot of questions? 🙂

And there’s nothing wrong with that, since I’m all salesperson and this is still true: Telling ain’t selling!

The essence of effective selling, of course, is asking. And I don’t mean asking for the order—though that’s critical—I mean asking questions.

First, a story:

In 1989, as a 31-year-old sales guy offering management training in the Twin Cities of Minnesota, I invited a Minneapolis Star Tribune newspaper SVP to my office to explore his team’s training needs. As this fiftysomething, gray-haired exec stood at my flip chart diagraming his organizational structure so I could “probe for need”—I probed …

I don’t remember my question, but I’ll never forget his swift and intense reaction to a question I posed. He turned from the flip chart with great speed and swung his right arm toward me in dramatic fashion, pointed directly at my face, and exclaimed, “Now that is an outstanding question!”

Though I was seated at a conference table and only 5’ 6”—I felt ten feet tall!

My stature had risen in his eyes not because of something I had told him, but because of something I had asked him.

Yes, the question I asked that day helped me move the selling process forward, but let me be clear: The power and value of a good question has nothing to do with being a professional salesperson.

Asking questions is a skill required by people in all roles, job functions, and professions.

Why exactly do we ask questions? Well, here are 15 reasons to do so!

  1. To acquire knowledge
  2. To eliminate confusion
  3. To cause someone else to feel special/important
  4. To guide a conversation in the direction we want it to go
  5. To demonstrate humility to another
  6. To enable a person to discover answers for themselves
  7. To gain empathy through better understanding another’s view
  8. To influence/alter someone else’s opinion/view
  9. To begin a relationship
  10. To strengthen a relationship
  11. To humbly show we have knowledge on a specific topic
  12. To stimulate creativity and idea generation
  13. To gain a person’s attention
  14. To solve a problem
  15. To reach agreement or to “agree to disagree” with clarity

So, there they are … 15 reasons to ask questions.

But wait!  To understand why we DO ask questions, it’s good to explore the reasons why we DO NOT ask questions. Here are six:

  1. To find a culprit
  2. To embarrass and shame
  3. To appear superior
  4. To create fear
  5. To manipulate
  6. To play the victim.


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