Ever feel like your sales questions are hitting a dead end? You ask, they answer “yes” or “no,” and the conversation goes nowhere.  What if there was a formula to ask questions that get your customers talking and expose their real needs? That's exactly what we'll crack the code on in this video. We'll break down the L.E.T.S. framework, a powerful tool to understand your customers and close more deals. Understanding Open-Ended and Closed-Ended Questions Before diving in, let's talk about question structure. Questions are either open-ended or closed-ended. Open-ended ones are like opening a gate, inviting a flood of thoughts. While closed-ended ones are like hitting a stop sign – you get a simple “yes” or “no.” In sales, we often rely on those quick “yes or no” questions. They're easy, but they limit your understanding of the customer's needs. The key is knowing when to use each type. Imagine you want to know if someone wants a promotion. A closed-ended question might be: “Would you be happy with a promotion?” But an open-ended question like: “What would an ideal career move look like for you?” gets you way more valuable information. Think of open-ended questions as conversation starters that uncover needs, while closed-ended ones help confirm details and move the conversation forward. We'll use both strategically in the L.E.T.S. framework. With that in mind, let’s break down the steps in this effective framework where each new type of question we ask, in this specific order takes us closer to getting the next step of the sales process agreed to and confirmed by the prospect Step #1: Logical Questions The first step is Logical Questions.  Think of these as getting down to business. These questions help you understand the specifics of what your customer wants to achieve. They're like gathering intel – the “what” and “how” of their situation. Here's an example: Let's say you're selling a new marketing tool. A good logical question might be, “Who else on your team would need to be on board to use this new system effectively?”  (Ask engagement question along the way)  This gets you thinking about who else has a say in the decision and how your product fits into their workflow. Logical questions can also be closed-ended to confirm specifics.  For instance, “Do we need to get the marketing director involved to make a decision on this tool?”   (Ask engagement question along the way)   See how that clarifies things? These logical questions set the stage for the next step, which is all about emotions. We'll dig into that in a minute, but for now, focus on getting those clear, fact-based questions out there. They'll help you understand the customer's situation and pave the way for a more emotional connection. Step #2: Emotional Questions Alright salespeople, got those logical questions down? Now let's add some feeling to the mix!  We're moving on to Emotional Questions. These questions dig into the “why” behind the customer's needs.  We talked about the “what” and “how” with logical questions, but here we want to understand what motivates them to solve this problem. Imagine you're selling a project management tool. A great emotional question might be: “If this new system helped streamline your projects, what would that mean for you?”   This gets them thinking beyond just the features and focuses on the positive impact it could have on their work life. Sometimes, people might not quite see the emotional benefit. That's where close-ended emotional questions come in.  For example, “Would getting this project management system finally eliminate some of the stress you feel managing deadlines?