The Ask Formula is a series of surveys (or questions) designed to determine what a customer wants, along with customized sales language based on those answers to get that customer to buy. Think of it like a funnel. A funnel is a tube or pipe that is wide at the top and narrow at the bottom, used for guiding liquid or powder into a small opening. A survey (or question) funnel operates the same way. You start by asking big wide questions at first, and then those questions narrow, and narrow more, as you ask your customers simple, more precise questions about their situation; until you have enough information to speak to their specific wants, needs, and desires.
People don’t know what they want.
People are really good at telling you what it is they don’t want.