Understanding the reason behind a client's question is crucial because it allows you to better address their needs and concerns. It helps in providing a more tailored response and ensures that you are on the same page with the client. It also prevents misunderstandings and miscommunications, and can lead to more effective problem-solving.

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"Never make statements, always ask questions – preferably questions you know the answer to. This leads clients to draw their own conclusions and sell themselves, as opposed to being sold. Even when you're asked a question and you're unsure why they asked, it's better to clarify by saying, 'That's an interesting question; why is that important to you?' rather than diving in and flubbing the whole process."

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Sales Review

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