In the previous chapter, we covered DYKs, and asked you to propose products and services to customers and prospects.

In this chapter, we discuss an extraordinarily powerful question that has customers and prospects tell you what else they need. It's incredibly simple and creates tremendous results.

It's called the reverse did you know question, or rDYK in shorthand.

Here's the question.

You know the crazy thing about that question?

Like all of the other communications in this section, if you ask them, they will tell you!

They'll tell you what they're buying from the competition.

They'll tell you what else they need that they are not getting from you.

Here are some more versions of this question.

How to Plan These

Because the customer is telling us what she needs, there's no product planning or listing here. Just write up the customers you will ask. Do this on the weekly “One‐Page Sales Planner.”

Use the space on the backside of the planner to list the names and companies of the people you will ask this question.

Think about who you might interact with this week—calls that are scheduled or calls you're planning to make or meetings you might have this week, and list the people who you know are buying other products and services elsewhere.

Make your list, and ask people throughout the week. But also, ask people you talk to who are not on this list.

Give yourself the flexibility to ask rDYKs—and also our other communications—to people beyond your plan. Just drop them into conversations. You don't know who is going to call, but you do know a lot more people will call than you have on your list. So remain open to asking them as well.