The Connection Question

Sales isn’t just about numbers. It’s about people.

For decades, the world of sales has been dominated by scripts, pressure tactics, and strategies designed to push clients toward a decision. The results? A transactional, impersonal process that leaves both clients and salespeople feeling frustrated and disconnected.

But what if there was another way?

The Connection Question introduces a fresh, human-centered approach to sales. It’s a story about transformation, both personal and professional- one that shows how empathy, trust, and curiosity can reshape not only the way we sell but also the way we serve.

You’ll follow a struggling real estate agent who’s on the brink of burnout. Her journey begins with a single question: “Why do people buy?” What follows is a series of lessons- some surprising, some hard-earned- that change her understanding of sales, her clients, and herself.

This isn’t just a story. It’s a guide to what’s possible when we lead with relationships instead of transactions. Along the way, you’ll learn practical tools for building trust, uncovering what clients really want, and delivering solutions that align with their lives.

Rooted in principles drawn from decades of research- Maslow’s Hierarchy of Needs, the VALS framework, and real-world buyer psychology- The Connection Question will challenge you to rethink everything you know about success in sales.

This is more than a book about selling. It’s about becoming the kind of professional people trust, value, and return to again and again.

The future of sales is human. Are you ready to embrace it?

The office buzzed with the sound of ringing phones and muffled conversations. The Real Estate Agent sat at her desk, pretending to review her notes while pushing aside the knot tightening in her stomach. Across the room, her Team Leader was pacing between desks, listening to calls and offering suggestions in a sharp and urgent voice.

“Stay on script, everyone,” she heard her say. “The script works!”

“Of course it does,” the Real Estate Agent thought to herself sarcastically, glancing at the long list of overdue tasks on the screen of her laptop. A list of names. People she was supposed to call. People she didn’t know. People who didn’t want to hear from her today.

She picked up her headset, staring at the screen, willing herself to make the first dial.

She wanted to be good at this. She wanted to believe she could make it work.

Her desk was a cluttered battlefield of sticky notes, client lists, and an old coffee mug she kept meaning to clean. At the top of the pile lay her latest loss: a client she’d been chasing for weeks, who had just sent a curt email saying they’d gone with someone else.

Alex stared at the email for a moment longer, her chest tightening. “Thanks for your time, but we’ve decided to sell our home with another agent,” it read. No explanation, no feedback- just cold, impersonal rejection. She clenched her fists, fighting the urge to smash her keyboard. “Why does this bother me so much?” she thought to herself.

The voice of her Team Leader boomed across the office. Linda had a knack for making herself heard, even above the constant roil of her team's “calling blocks,” which was what Linda called the two hours per day of cold calling she required of her agents. “If you’re not on the phone we’re not making money, people! Let’s go!”

A few of her colleagues nervously picked up their headsets. Alex didn’t budge.

Her phone lit up with a notification, and before even reading the words, she felt her stress level climb towards infinity. Her bank was texting to let her know she’d overdrawn her checking account. Again.

She exhaled slowly, set the phone down, and subconsciously reached for the coffee cup she’d been meaning to clean. She wasn’t thirsty; just searching for anything to distract her from thinking about  how desperate her situation had become. After a strong summer, her market had really slowed down. And now, she was in trouble.

“Oh… this is gross,” she thought, with the mug pressed against her lips. “I should get a fresh one. Maybe it would help clear my head.”

She walked to the break room, passing agents who were trying to lock down appointments with people who hadn’t been able to sell their homes. Many however, just like her, were staring at their screens and trying to muster up the bravery to face another rejection.

Alex poured herself a fresh cup, staring at the steam as it curled into the air. She wasn’t ready to quit. But she needed something to change.

“Smile and dial,” she muttered under her breath, returning to her cubicle. The words tasted bitter.

It wasn’t that Alex thought scripts were inherently bad. They just didn’t feel like her, and she didn’t like being hung up on. But on Linda’s team, she was taught there was no faster way to find transactions than calling withdrawn and expired listings. In fact, this had worked for Linda herself, who had been a very successful agent before starting her team. Alex wanted to be successful too, she reminded herself and refocused on the task at hand.

On the screen of her laptop, dozens of overdue tasks blinked on the screen. She let out a long breath, picked up her headset, and hesitantly clicked the call button. “Is this my life now?”

To her surprise, a voice answered on the line, “Hello?”

“Oh hi, I’m calling about the home you had for sale at 114 Elm-” she began, before the person on the other end of the line interrupted her.

“Are you a real estate agent?” he asked sternly.

“Yes, I am!” Alex answered brightly, already suspecting what was coming.

“I don’t want to talk to any more real estate agents. Don’t call me again.” - and ‘click’ the line went dead.

She swiveled her chair toward the window, staring out at the city skyline. The life she’d imagined when she started in real estate felt miles away. She’d pictured a meaningful career spent helping families find their dream homes.

Instead, she was stuck in a loop of hollow pitches, endless rejection, and the constant weight of Linda’s disapproval. About to place the next call, her cell phone rang. It was her mechanic. With a sigh, she answered.

“Let me guess. Bad news?”

“Afraid so,” the voice on the other end replied. “Your engine is seized.”

The words hit her like a death sentence, leaving her clueless about how she could survive in real estate without a car.

“Still there?” he asked.“Yes,” she stammered. “How much is this going to cost?”

“Actually, I don’t think we should fix it,” he said. “By the time we get in there, who knows what else we’ll find. You’d be better off replacing it with a rebuilt engine or buying something else. I looked it up, and the total for parts and labor will be pretty close to ten grand. What do you want to do?”

“I need to think about it,” Alex groaned, rubbing her temples.

“Okay. I understand. Just call me back and let me know what you want to do, okay?” he said. She ended the call and opened her rideshare app, which was how she had been getting everywhere the past few days. If she was going to be on time for her buyer’s consult, she had to get moving. A few taps later, a car was en route. She gathered her things and hurried downstairs, trying to shove her frustration aside.