How to Listen to Discover w/ Paul Cherry [Episode 341]

Among the many topics that Paul and I discuss are the purpose of listening for discovery, how the fate of a sale can depend on a question, and Paul’s new book, The Closer.

Joining me on this episode of Accelerate! is my guest Paul Cherry. Paul is President of Performance Based Results, LLC, the author of Questions that Sell: The Powerful Process for Discovering What Your Customer Really Wants, and has a new book coming up called, The Closer: Be The Successful Sales Pro, Steal the Lead, Seal the Deal.


After public sector work, Paul moved to Yellow Page sales and called on all types of companies. He then ran training for a business, and finally, he built his own company, 15 years ago.

What is the rationale for discovering your clients’ aspirations?

Paul reveals a case where his probing turned an invitation for a one-hour presentation into a lucrative engagement with the C-suite.

How do you empower yourself and your customer, as a team, to help meet their needs?

What is the objective of engaging the customer in a ‘compare and contrast’ discussion of their history and plans?

How to effectively use open-ended questions.

The best place to keep your phone, laptop or tablet during an introductory meeting.

The key questions that can cut through layers of rationalization to get to the prospect’s true intent.

What is the role of the “killer question”?

Learn how the right questions help turn the prospect’s concern away from price, and towards value.

Paul explains how The Closer helps sales professionals to manage account relationships.

What’s the difference between enabling and empowering?


What’s your most powerful sales attribute?

The ability to listen and understand.

Who is your sales role model?

Wayne Dyer.

What’s one book that every salesperson should read?

How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients, by Jeffrey J. Fox, and Spin Selling, by Neil Rackham.

What music is on your playlist right now?

Music from the 50’s, 60’s, and 70’s.