This Golden Question process in marketing is like Jeopardy. You know the answer you want to hear (In the example above it would be : “We’re seeking certification”), all you need is the question, the answer to which tells you – in this client’s words – how each benefit applies to this client at this time.

There are many instances where you literally will be able to ask these questions.ÂIn some cases, like a formal presentation to a panel, you may have to frame your “pitch” as a Q/A where you supply both the question and the answer.ÂBy the time you get to that stage, you should have done enough homework to know what the client’ s answers would be if you literally asked the questions, you’re just required to organize the information as a monologue (like a PowerPoint) rather than a dialogue (like an interview).

Notice that all of the benefits include the word "if."ÂWhen an aspect of the client's need bears no relationship to a benefit that you provide, that feature drops out of the interview process.ÂThe last thing that you want, or that the client wants, is for you to explain how you can respond to a need he or she doesn’t have.ÂIf an aspect of a client’s need points away from one of your strengths, the interview moves on to another question.

There are conflicting philosophies about questioning prospects.ÂOne theory is that people feel questions with pat answers are manipulative. (“If I could show you a way to save money on your site work, would you be interested?)ÂThis theory is true.ÂAnother theory is that you should never ask a question that you don’t know the answer to.ÂThis theory is also true.ÂHow can you serve both of these theories?ÂThe resolution of this paradox is to understand fully the range of answers to the questions you develop, but ask them without knowing exactly what part of the range this client will be at.ÂIn that case, you’ll know how to proceed with any answer in the range and, at the same time, you’ll be honestly asking about the client’s situation.

Here are some more examples of benefits and questions.

This Golden Question process in marketing is like Jeopardy. You know the answer you want to hear (In the example above it would be : “We’re seeking certification”), all you need is the question, the answer to which tells you – in this client’s words – how each benefit applies to this client at this time.

There are many instances where you literally will be able to ask these questions.ÂIn some cases, like a formal presentation to a panel, you may have to frame your “pitch” as a Q/A where you supply both the question and the answer.ÂBy the time you get to that stage, you should have done enough homework to know what the client’ s answers would be if you literally asked the questions, you’re just required to organize the information as a monologue (like a PowerPoint) rather than a dialogue (like an interview).

Notice that all of the benefits include the word "if."ÂWhen an aspect of the client's need bears no relationship to a benefit that you provide, that feature drops out of the interview process.ÂThe last thing that you want, or that the client wants, is for you to explain how you can respond to a need he or she doesn’t have.ÂIf an aspect of a client’s need points away from one of your strengths, the interview moves on to another question.

There are conflicting philosophies about questioning prospects.ÂOne theory is that people feel questions with pat answers are manipulative. (“If I could show you a way to save money on your site work, would you be interested?)ÂThis theory is true.ÂAnother theory is that you should never ask a question that you don’t know the answer to.ÂThis theory is also true.ÂHow can you serve both of these theories?ÂThe resolution of this paradox is to understand fully the range of answers to the questions you develop, but ask them without knowing exactly what part of the range this client will be at.ÂIn that case, you’ll know how to proceed with any answer in the range and, at the same time, you’ll be honestly asking about the client’s situation.

Here are some more examples of benefits and questions.