Weekend Reading: “Ask More” by Frank Sesno

For the 112th episode of The Marketing Book Podcast, I interviewed Frank Sesno, author of “Ask More: The Power of Questions to Open Doors, Uncover Solutions, and Spark Change.”

You may already know Frank Sesno. He is a former CNN anchor, White House correspondent, and Washington bureau chief. He has interviewed numerous world leaders, including five U.S. presidents.

With a background like that, Frank Sesno is very qualified to write a book about the power of questions to inspire change and make an impact.

The author explains…

This book shows you what you get when you ask for it. In each chapter I explore a different type of question, driven by its own approach and listening skills. By the end of the book, you’ll be able to recognize what to ask and when, what you should listen for, and what you can expect as the outcome.

Ask any successful sales professional about “educating with questions” and they’ll tell you how effective that approach is. But more important than the question is the listening that follows.

Questions are our way to connect with other human beings. I believe that inquiry, not imitation, is the sincerest form of flattery. Ask a good question and you convey interest. Slow down, listen closely, and ask more and you engage at a deeper level. You show that you care. You generate trust.

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.