To truly understand a buyer's needs, you need to ask a lot of questions. Detailed questions. Strategic questions. And then, you need to listen. Listen MUCH MORE than you speak. The result: You'll be armed with the information you need to direct you on the path to closing a deal.

Argires Snacks' George Argires is a case in point. For years, he was having trouble landing deals at ECRM Sessions. After connecting with Emily Anne Page of Start to Sold for some coaching, he realized he was spending too much time pitching and not enough time getting to know what was really important for the buyer.

He didn't ask enough solid questions.

Together, George and Emily worked on developing a curated list of specific questions that he asked during an ECRM meeting. In fact, he spent 80 percent of his time asking questions and LISTENING. Armed with this information, he developed a plan to address the buyer's specific needs, which he shared in his follow-ups, and landed the deal.

His products will be on the shelves this fall.

In this interview, recorded on location at ECRM's Snack Session in Dallas, George and Emily share how the right questions in a buyer meeting can make the difference in whether or not you land a deal, and why this strategy matters to buyers.