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What kind of answer does the question “what is most important to you when choosing a product or service” prompt?
It prompts your client to give you criteria to suit their needs.
It prompts your client with skepticism.
It prompts your client to give your product value.
Why does the order of criteria matter?
To keep track of the conversation.
Usually the first thing mentioned is the most important or prevalent item in mind. Put weight on what is mentioned first.
To prioritize how the service or product might be delivered.
Why should you repeat their criteria again and again?
This provides several opportunities for you to redirect the conversation to talk more about your service or product.
This provides several opportunities for the client to clarify exactly what their criteria means to them or to reprioritize in their own words.
This provides several opportunities for you to show off your vocabulary.