The 3 Scariest Questions in Sales That Close 75-80% of Deals

The Coaching Equation

Episode Title: The 3 Scariest Questions in Sales That Close 75-80% of Deals

Episode Summary: Ryan Lang and Brook Bishop reveal the three most feared questions in sales that most people avoid—yet these same questions are what separate top closers from everyone else. Learn the permission-based sales framework that builds trust, creates energetic momentum, and allows you to coach prospects to a "yes" rather than pushing them toward a decision. This isn't about manipulation; it's about serving at the highest level.

Key Takeaways:

• (04:05) The coaching frame that gives you permission to ask hard questions: "Does a good coach tell you what you need to hear or what you want to hear?"
• (13:36) The bridge question that transitions from discovery to solution: "If I could show you a way to remedy this today, would you be interested?"
• (27:34) The tie-down close that creates certainty before your offer: "Do you see why so many people get incredible results by leveraging our systems?"
• (19:00) Why identity shifts are crucial in sales—people hold onto stories as neural pathways that must be disrupted through vocalization(
• (31:47) The neuroscience of opening and closing loops in sales conversations to create natural momentum toward a decision
• (35:23) How to build an energetic crescendo that leads prospects to say "this is exactly what I need" instead of feeling pressured

Notable Quotes:

• "We will always do the activities of who we truly believe we are. If you believe you're lazy, guess what? Here you go." - Brook Bishop (19:00)
• "People don't buy because they like you. They buy because they think you understand them." - Ryan Lang (Referenced)
• "Being heard means being held. I cannot tell you how many people on the planet have never had somebody hold space for them." - Brook Bishop (16:16)
• "Don't assume that they want what you have. You must qualify and you've got to get them to vocalize it." - Brook Bishop (21:17)
• "When you do this the right way, you can literally coach people to a yes." - Brook Bishop (38:59)

Resources Mentioned:

• Empire Partners 7-Step Sales Framework - empirepartners.net/script

Stop avoiding these three questions and start implementing them in your sales process. Download the complete 7-step sales framework at empirepartners.net/script—it's 100% free and contains the exact system Ryan and Brook use to close 75-80% of their prospects. Practice these questions this week and watch how they transform your sales conversations from pushy to powerful.

Connect with Empire Partners: Ready to master sales conversations that feel authentic and get results? Subscribe to The Coaching Equation Podcast and grab the free sales script framework. Your prospects are waiting for someone who knows how to ask the right questions—make sure it's you.