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_{How do you know a measurable answer from an immeasurable one? Measurable answers let you and customers quantify their stated goals; immeasurable answers do not. The way for you to receive measurable answers is to motivate customers to progress through their three-tier response levels.}

_{These levels consist of vague, clearer, and measurable. Customers' responses usually stop at vague because your questions stop there. Hope springs eternal—and like most salespeople, you want to sell something—so you look for any glimmer of hope. Typically, if a salesperson feels a customer's initial vague responses might provide opportunities for sales, he or she stops seeking more details. In essence, salespeople mistakenly encourage customers to stop at vague responses, except on matters of funding, deadlines, and decision-making details.}

_{Salespeople tend to equate the absence of a concrete no response to the presence of a vague yes. They do not want to jeopardize these opportunities by finding out more specifics that might not be favorable to a successful sale. They use the strategy of "If I do not bring it up, maybe they will not bring it up." Typically, they do not find out about an unattainable goal or filter until the umpteenth call, after everyone has wasted time and money.}

_{Remind yourself of the golden rule of soaring sales and booming productivity: Sales opportunities are not created equally. Measurable answers help you choose the opportunities where your unique strengths or strongest features connect to the customers' goals. While vague and clearer answers provide you with some successes, measurable answers provide you with many successes.}

_{Customers will provide measurable answers if the right questions are asked, but they do not usually volunteer them. All you need to do is ask the right questions, gather those measurable goals and filters, weigh their impact on providing value-packed solutions, and reap the rewards.}