Listening is the hard part. Listening is the important part. The hot button is in the prospect's response.
Jeffrey GitomerThe most killer questions in sales: "Mr. Jones, when I say (insert your product, your company, or anything you want an opinion about here) what one word comes to mind?" This is the most powerful question because it not only gives you top of mind awareness (the customer "hot button"), it also tells you their attitude towards it.
Jeffrey Gitomer