One of the most important sales techniques we teach our new sales reps is how to ask good questions. There are so many reasons why questions are important in the sales process. They help us uncover customers’ needs. They help us learn about the customer’s business. They help customers self-diagnose their issues and how we can help solve them. And a great questioning process can create customer buy-in for a solution before we even suggest it. Simply stated, knowing how to ask questions and follow-up accordingly is one of the most important lessons a salesperson can learn. So why do we so quickly forget that lesson when we move into sales management?