The magic question

Try this question with a prospect in a first meeting:

"We're having coffee three years from now. You’re really happy with the progress that you’ve made. What's happened to make you so happy?"

I learned this gem from Blair Enns (who credits Dan Sullivan) and it's been transformative in the way that I do new business.

When you ask this question, it immediately takes you away from the client's immediate and often tactical need: a video, a website, a PR campaign.

The magic question always uncovers valuable information about where they really want to be and the obstacles in the way of them achieving their big ambition. This sets you up to think much more strategically about how you can deliver real value over the longer term.

Tip: Start incorporating this question into your sales calls and see what happens. It might feel unfamiliar at first, but you'll love the insights that you uncover. These insights will help you offer solutions that are far more impactful and valuable than the immediate problem.