So What? Who cares?

So What Who cares

So What? Who cares?

I have a college buddy who has had two heart attacks during his adult life. After each of these, he made the comment, “This has been a real wake-up call.” Unfortunately, though, it doesn’t appear that he is taking the action necessary to change his diet and exercise. (I can’t be too harsh, though, because I can’t say for certain that I would react any differently.)


So, this raises an interesting question. What motivates people to make real change in their life? What motivates your prospects to make tough decisions that lead to change in their business? I would suggest that unless there are very strong compelling reasons for someone to make a change in their life or their business they probably won’t. Think about it. Are you any different?


Someone tries to sell you something. In most cases, unless there are very compelling reasons for you to adopt their solution you are most likely content with things as they are. Unless there is a pile of compelling evidence that rattles your cage, you are likely to keep doing “business as usual”.


Your prospects aren’t any different. However, when your prospects are encouraged to discuss the consequences or the implications/impact of the issues they are facing, then, and only then, will they have a compelling enough reason to make a change. Otherwise, complacency will win the day.


So, how do we ask questions that help the prospective buyer to discuss these consequences? We ask Implication questions.


In order to formulate Implication questions, you need to understand four areas of importance, or Value, that are impacted by problems: Price, Quality, Time, & Service. When someone experiences a problem with a product or service, it will be experienced as a dissatisfaction or failure in one or more of these four areas.


It is important to understand what level of Value the prospective buyer places on each of these areas of importance. This is a moving target so you will need to ask questions like:

  1. What is your primary concern in this situation, the delay in the project or the cost of the delay?
  2. When you experience this problem what is the most significant impact on your business?


This is helpful in formulating Implication questions because Price, Quality, Time & Service give you fertile ground for determining what the impact of the problem is on the prospect. The prospect’s level of dissatisfaction will be directly related to the level of importance he associates with each of these four factors.


If the prospect’s problems don’t create serious consequences that cost him something, he will likely not be motivated to change.


Creating Implication Questions is hard work… If it was easy everyone would do it. The reality, however, is that very few business people or salespeople put in the time and energy to formulate Implication Questions.


I’d like to help you create Implication Questions for your business.


Join me this Thursday, February 15th at 3:00 pm if you want to learn more about asking Implication Questions. This is a free online workshop.


Following the workshop, I will host Open eXchange, which is an “open mike” session where we will discuss how to formulate Implication Questions for your business. This will begin at 4:10 pm and last one hour.


What are the questions you need to be asking to uncover compelling reasons why your prospects need to do business with you?

“Can Asking Great Questions be the Answer?”
Register Here:




Jack Frisby
PH: 317-627-7647



P.S. If you haven’t checked out our online business growth membership platform, click here: www.Optimize.Exchange. We have four courses that are posted now:

1. Seven Essential Disciplines of Business Growth
2. How to Leverage LinkedIn to Get Introduced to Ideal Prospects
3. Top Ten Tips to Optimize your LinkedIn Profile
4. Top Seven Business Growth Strategies for B2B Professional Service Providers

Jack Frisby
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