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Your prospect is asking all the questions, keeping you talking in a reactive mode. The situation quickly becomes akin to a psychiatrist-patient relationship, says Jack Hauber, a sales coach with the Sandler Sales Institute. “The patient ends up doing all the talking and the psychiatrist is 100% in control.”

When the prospect controls the conversation, he or she is more likely to end it with a “We want to think it over,” or “Call us next week sometime.” Similarly, without probing deeper, you may not know what he's really looking for. “You can only answer the content of the questions, not the intent,” Hauber says.

Answer a question with a question. The goal is to reveal and address the prospect's real concerns. “I try to find what's important to the client, what the questions really mean,” says Michael Lerner, a former Hauber client and president of Meridian Homes, Bethesda, Md.

Prospect: “I understand construction prices in this area average $250 to $400 a square foot. Where do you fall in this range?” Lerner: “That's a great question, and I'll answer to the best of my ability. Where do you see yourself in that range?” If the client resists, Lerner responds, “A lot of it depends on what we pick. There are refrigerators that cost $1,000, and refrigerators that cost $10,000. Tell me where you see yourself, and I'll help guide you to the best spot.”

Clients are rarely put off by Lerner's questions, he says. But if t

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