July 25, 2025

Should I still have The Why Conversation if the answers are obvious?

One common question people ask about The Why Conversation is:

“Should I still have The Why Conversation if the answers are obvious?”

Yes. Yes you should.

Why?

Because you want the EXACT WORDS the buyer uses to answer the questions so you can put them in the project proposal.

Using their own words will be dramatically more persuasive than “accurate but generic” language that you would come up with on your own.

For example...

Imagine there’s a new government regulation that your potential client has to comply with.

You know this.

They know this.

It’s the whole reason they are talking to you about a potential project in the first place.

So, it might feel awkward to ask the “Why this?” questions because you’re afraid they’ll say something like:

"Duh, it’s a regulatory requirement!"

But if they did say that, you could ask:

“Yeah, but are they enforcing it on jobs like you do?"

Or:

“Sure, but paying the penalty on 1 in 10 jobs is way cheaper than hiring me.”

Or:

“Don’t you think the regulations will get rolled back when the new administration is voted in next year?”

See what I mean?

There’s ALWAYS a question you can ask to get closer to what’s going on in the prospect’s head.

And knowing what’s going on in the prospect’s head will seriously increase your chances of closing the deal.

Yours,

—J