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How to Ask the Right Question
The Question-Based Selling Guide for In-Home Sales
Most salespeople talk too much. The top performers ask better questions. This guide gives you 202 questions across 6 stages of the sale - from hello to close - plus a Bonus Chapter for cold calls, referrals, follow-ups, and stalled prospects. Includes Self-Coaching sections and the Advanced Hard Moments guide. Every question has a WHY IT WORKS explanation and a FOLLOW THE ANSWER prompt. Notes pages are fully fillable.
Free Bonus Included
Every order includes the Read This First starter guide — a free 16-page fillable PDF to get you ready before you open the book.
Get Chapter 1 free — delivered to your inbox instantly, no strings attached.
Why You Need This Book
The person who asks the questions controls the conversation. Most salespeople talk too much and wonder why they lose. The top performers ask better questions and let the customer talk themselves into the sale. This book gives you the exact questions for every stage of the sale — word-for-word, with scripts for every answer they might give.
Use opening questions that build trust before you mention the product
Ask discovery questions that uncover the emotion behind the decision
Navigate the Commitment Ladder to move every conversation forward
Handle objections with questions instead of arguments
Use silence as a selling tool — and know exactly when to stop talking
Close with questions that make saying yes feel like their idea
The Podcast
How to Ask the Right Question — The Podcast
A 5–7 minute deep-dive into the impact of this book and why it matters. Coming soon.
What's Inside
Table of Contents
Recommended Equipment & Tools
The digital PDF version of this book includes clickable affiliate links to all recommended equipment and tools. When you buy through these links, you support the series at no extra cost to you.
Affiliate disclosure: We may earn a small commission on purchases made through these links, at no extra cost to you. We only recommend tools we genuinely use or believe in.
A Taste of What You'll Learn
Pro Tips
Before your next appointment, write down three questions you will ask in the first ten minutes. Not about the product. About them. What's going on in their life that made them agree to this meeting? That's where the sale starts.
After you ask a discovery question, count to five in your head before you say anything else. Most salespeople fill the silence with more talking. The silence is where the real answer lives.
Don't Be That Person
Don't ask yes/no questions when you don't know which way they'll go. 'Are you happy with your current situation?' is a trap. 'What would you change about your current situation if you could?' is a door. Always ask the door question.
Don't answer your own questions. If you ask 'What's been the biggest frustration?' and they pause, don't jump in with 'Is it the cost? The reliability?' You just handed them an exit. Wait. Let them find the answer. Their answer is worth ten times more than yours.
This is just a sample. The full book contains dozens more Pro Tips and Don't Be That Person moments.
Complete the Series
Every book in this series is a standalone guide — read them in any order.
From the Rest of the Catalogue
What Readers Are Saying
Finally someone explains it simply
Every sales book I have ever read tells me questions are important but none of them actually give me the questions. This book gives me the questions. Stage by stage, word for word. I used three of them in my first appointment after reading it and the conversation went in a completely different direction. A better direction.
Marcus Webb
Brisbane, Australia
The Question Bank alone is worth it
Chapter 12 is the Question Bank and I have it printed and laminated on my desk. Every question I need for every stage of the sale, organised and ready to use. I refer to it before every appointment. The rest of the book explains why each question works which makes it even more useful.
Priya Nair
Bangalore, India
Stopped me from talking myself out of deals
I used to talk too much. I knew it but I could not stop. This book gave me a replacement behaviour. Instead of filling silence with more product information I now ask a question. The customer talks. I listen. The deal moves forward. It sounds simple because it is. I just needed someone to tell me what to ask.
Derek Olson
Minneapolis, USA
The Emotion Map changed everything
Chapter 4 on the Emotion Map is the most valuable thing I have read in my sales career. Understanding that the stated pain point is never the real reason someone buys completely changed how I approach discovery. I now spend twice as long in the dig phase and my close rate has gone up significantly.
Amara Diallo
Dakar, Senegal
Practical and no-nonsense
I appreciated that this book does not waste time on theory. It tells you what to ask and when to ask it. The Australian directness in the writing style is refreshing compared to the overly polished American sales books I usually read. Four stars only because I wanted even more examples for the B2B context.
Sophie Laurent
Lyon, France
The silence chapter is a game changer
Chapter 10 on the silence question is something I have never seen covered properly in any other sales book. The idea that silence is a question in itself and that the first person to speak after a close loses is so simple and so powerful. I have used it three times this week and it worked every time.
Kwame Asante
Kumasi, Ghana