One of the biggest temptations in sales is the urge to talk too much. Once you really know your product or service, it’s easy to dump product knowledge on the client. But one of the most interesting principles we’ve covered in class is that the best sales professionals intentionally act like “dummies”. Early in a sales career, people often ask the best questions. It’s not because of their intelligence, but because they don’t yet assume they know what matters. Over time, experience can actually become a liability if it starts to lead to assumptions. Rule #17 reminds people in sales that effective sales is really about effective information gathering, not information dumping. There’s a surprising amount of power in asking simple, obvious questions. These “dummy questions” slow the conversation down and put the focus back on the prospect. They help build bonding and rapport and open space for the other person to explain what they actually think, feel, and care about. Most importantly, they protect us from one of the biggest dangers in sales, assuming too much. This becomes especially clear when a prospect says something like, “I’ve looked at your competitors, and their prices are much better.” The natural reaction is to defend your price or list off features. But the better move is to stay curious. Asking questions like, “What do you think about that?” or “Is that a deal-breaker for you?” invites honest and often reveals the real why. Being professional in sales doesn’t mean sounding polished or impressive. Sometimes it means intentionally stepping back, asking obvious questions, and letting the other person talk. In the end, the goal isn’t to sound smart, it’s to understand enough to help the client. These habits will build trust, reveal deeper needs, reduce resistance, and ultimately create a better outcome for both sides of the sale.
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Luke, this is a really good post on Rule #17. It is very important to know when to talk and not to talk too much, even if you know absolutely everything about the product. An information overload could lead to confusion, and ultimately not a good experience for the buyer. Information gathering is so crucial, and not just dumping a bunch of information out. Dummy questions are very good to use, and it helps gather honest answers to where your buyer stands in your conversation. Building a connection and genuinely wanting to be a good salesperson takes building rapport and not assuming your prospects’ answers without digging into their pain and needs. Good job on this post, Luke.
I like how you explained how important staying curious is in these sales conversations. Whenever people feel threatened or like they could be “losing” in the sale, their immediate response is to defend themselves and try and get back the prospect’s favor, but staying calm and focused on finding a good fit for both parties is the most important thing. Whenever you stay curious and ask important questions, it allows for the prospect to feel like you are genuinely interested in what their opinions are.