So, if you want to find out what your client really wants, dreams, fears, and motivates them to do, then you need to ask the right questionsthat can interest themand translate their interest into action. The tried and true toolkit provided by Paul Cherry, the author of this book, who has worked in sales for over 20 years and coaches over 5,000 sales professionals every year, will help you with this. Although his methods are presented in relation to simulated situations in various business sectors, they are suitable for use in other areas of human activity.