Who? What? Why?

We're now going to asked pointed and deliberate questions.  They vary by industry and trade, but it's all the same formula.  We're going to ask people the questions that will tell us what they like, what they don't like, and where in their lives our product can fit them.  Even if they don't want to.

We're going to go through a process of bringing out from them what's important to them (so we can sell that to them), we're going to find out what they dislike (so we can avoid trying to sell that to them), and we're going to bring them to a place in their brain that is comfortable and emotional.  People buy emotionally.  Emotional people buy more than stoic or analytical people.

Spend all the time you want trying to refute that fact.

It is important not to give any information during this step.  No selling while you're discovering.  It's a fatal flaw.  If you're selling you're not listening, you'll have plenty of time 

to sell later during your presentation.  It is essential that you are gathering the information

(ammunition) you will need later to close this deal.  If you ask the appropriate questions that are germane to your product or service, you'll get everything you need to pitch that prospective client hard and strong.  Failing to ask the right questions will just leave you pitching your heart out to someone who is convinced you're just out to sell them something.  Which is very impersonal and nobody wants to be sold anything.