Learning objectives :

• Choose and alternate between "Push" (assertiveness) and "Pull" (active listening) approaches depending on the client's behavior and the stage of the conversation
• Ask questions thoughtfully to explore explicit needs and bring unspoken ones to light
• Identifying subtle cues and rephrasing them effectively to build alignment
  ‍

Course :

Session 1: Push or Pull
Even before asking questions, every salesperson oscillates between two approaches: PUSH (the expert who offers a perspective, challenges the client, and asserts their viewpoint) and PULL (the listener who explores without an agenda and allows the unspoken to emerge). Participants learn about the Push/Pull framework and its four switching signals, then practice choosing the right approach in a real-life scenario. The goal: to resist the urge to pitch and lay the groundwork for a genuine conversation.

Case Study : When dealing with a prospect who states right off the bat that they are satisfied with their current provider and only have 20 minutes, identify the right approach and resist the urge to pitch too early

Sequence 2: Asking Questions with Purpose
Participants follow a three-step process: Discover (open-ended and experiential questions to map the client’s reality), Explore (questions that open up new avenues), and Converge (questions that help the client prioritize on their own). For each stage, they draw on a bank of 10 powerful questions designed to reveal the implicit.

Practical example : When a client provides vague feedback on the results of a pilot project, ask the right questions to identify the real obstacle and help them reach a decision

Session 3: Truly Listening
Asking questions isn’t enough if you don’t hear what the words aren’t saying. Participants learn to identify the 5 subtle cues (modifiers, generalizations, lack of a specific subject, hesitations, and overly positive statements lacking detail) and master 3 powerful listening techniques: The 8 Seconds (maintaining silence to let the unspoken emerge), the Echo Word (repeating a client’s key word to invite them to elaborate), and the Mirror (reflecting content and emotion to build trust). The session concludes with a role-play scenario involving a risky renewal.

Case Study : The client doesn’t voice all their concerns at once; the participants use all the tools they’ve learned to understand what’s really going on before taking a position on anything