Sell to the “er” and watch how people suddenly go from disinterest to engaged conversations that lead to sales. For example, if a prospect tells you…

…I’m happy, ask, “What would make you happier?”

…My current vendor is fast, ask, “How would you benefit if we could do it faster?

…I’m getting good service, ask, “What would make it gooder?”

Of course, there is no such word as “gooder,” so you’d say “better” instead! The point is that your prospect was not thinking about the possibility of happier, faster, or better. Your job is to get them thinking thoughts they have not yet thought. Do that and watch more dead-ends turn in to green lights, all because you asked the right question that creates new possibilities.