Turn Up The Heat

If he had a long enough lever and a place to put the fulcrum, the Greek mathematician Archimedes said, he could move the world. "Leverage questions" offer that kind of power to salespeople. These are open-ended questions designed to uncover the hot-button emotional issues that actually drive a customer's buying decision. What key benefits do buyers want to gain by making the purchase, either for their companies or, more critically, for themselves?