Sometimes during a presentation, prospects have trouble understanding how the bells and whistles of your solution will improve their lives. During this time you need to bring home in concrete terms the value your solution or product can offer. By asking “what would you do if”, you challenge the buyer to take virtual ownership for a moment and reflect on its impact on their day. By getting them to talk in these terms you create ownership language. When they speak back about how it will improve their lives, the deal has advanced and will soon close.
What would you do if this one question improved your sales ten fold? What would you do?
The Tao Te Ching of Sales 