EN 
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“Chirp chirp chirp chirp…”
– The sound of crickets in an empty room
Because he’d heard prospects ask certain questions repeatedly, he chose to incorporate the answers into his demo “script.”
The result was not what he expected! The more questions that he addressed in advance, the less successful his demos were.
Before making this change, his audiences were engaged as they asked their questions. But now prospects were quiet and seemed uninterested. By pre-answering questions, he had turned his demos into monologues, removing the possibility for a two-way, bidirectional conversation.
Moral: Encourage a real conversation by letting your prospect ask their questions!
Resources:
The Elegant Art of Managing Questions and Time
And see the stories in “Suspending Disbelief” for more engaging lessons learned!