[laughs]

... is by asking what he calls calibrated questions, right? They're questions that are just being asked very strategically to extract information from your prospects, right? We're gonna talk about sales here, right? From your prospect from the other side, you're trying to find out everything that's most important to them, and then you're thinking about it essentially as like you're busy building what they want, what they need, right? You're like you're in the FBI or you're Sherlock Holmes with your magnifying glass trying to uncover every clue that you can, every piece of the puzzle to ultimately be able to provide them the solution with that evidence book.

Here it is.

I've uncovered this, right? By asking, "Where do you wanna go today? Why are we even here?" Right? I'm not assuming that I know anything.

The very beginning of the call, typically always I like to start with, "Where would you like to start?" Right? "What are you hoping that we're gonna accomplish today?" And then they go, right? And then as they start to talk, and I rephrase back to them exactly what they have said, I typically will ask a curiosity-based question from what they're busy saying.

It's like, "Interesting.

Okay, so you're saying you need XYZ," right? "When did you first start to think about that solution or that problem," right? Like, "How did it come about?" And then they talk again, right? And now you're listening.

How does kinder selling actually compete in a world where aggressive closers are the ones winning the deals?