Three Key Discovery Questions

Ask any three colleagues from work what color they prefer for a car  and why and you will likely get three different answers.  Even if they choose the same color, they will likely have a different  reason for their color choice.  Ask a group of your friends what two traits they consider most important in a spouse or potential spouse (or date) and then to rank those two traits first and second and you will likely get an unexpected mix of responses.  You know these folks well and yet their answers are likely to surprise you.  Why is that and what is the implication for selling and presenting, particularly to folks you don’t know as well? 
Don’t Assume. Ask.
As similar as people are, they are also wildly different in their experiences, perceptions, and preferences. In selling and presenting, the more we know about how they think, the more likely the success