Questions and Imagination!

I receive Jeffrey Gitomer's Caffeine Jolt newsletter every week in my email. This week there were two items in Jeffrey's latest article that I thought were very good to pass along. They concern answering questions effectively and using your imagination to connect with potential customers. 
Read the entire article here. 

ON QUESTIONS:
When someone asks you a question, ask yourself, “Why are they asking this, and what does this mean in terms of this person moving toward a purchase?”

There's a motive behind every question a prospect asks. And that motive is the sales driver. In reality they're thinking to themselves, if this function works, I can increase my sales. That's the motive, not the function.

For example, they may ask you, “Can this function take place?” If you answer, “Yes,” then you've gone right past sale. If you answer yes and then ask, “What will this function lead to?” or “What makes this function important to you?” you will then uncover the real buying motive. In sales this is known as the hot button. The reality is, it's your money.

ON IMAGINATION AND WOW!:
Salespeople are missing huge opportunities for engagement and opportunities to gain response from customers by not being imaginative or creative in their communications.

• Show me a sales script, and I'll show you a boring message.
• Show me a slide deck prepared by marketing, and I'll show you a boring message.
• Show me an email prepared by a salesperson, and I'll show you a boring message.

Where’s the value? Show me the value. Where's the WOW? Show me the WOW! If you show me WOW and value, I will respond, I will engage, I will connect, and I will buy.