The great writer Theodore Sturgeon created a symbol he saidrepresented the heart of all human progress. It was a capitalletter “Q” with an arrow passing through it, pointing to the right.It stood for “ask the next question.”  He explained itthrough examples like people long ago who would point to birds inthe sky and would ask, “why can't humans fly?”  In thiscase, asking the next question, and the next question after that,eventually resulted in airplanes, helicopters, blimps, hot airballoons, and so on.

In the world of selling benefits, there are multiple reasons toask the next question. 

When approaching a potential new customer, the first questionmight be, “Do you have a benefits broker?” (The answer is almostalways yes.)  It's then natural to ask who the broker is.The follow up question might be, “How satisfied are you with theservice you're receiving?” This often leads to an opportunity forfurther discussion, and the conversion of a prospect into aclient.

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