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Socratic Method vs Socratic Doctrine: Why Most Salespeople Are Doing It Wrong
Look, I'm gonna be brutally honest with you. Most people talking about "Socratic selling" have no idea what they're actually doing. They think asking questions makes them Socrates. It doesn't. You're just annoying.
Here's the truth bomb: there's a massive difference between the Socratic method and Socratic doctrine. And if you don't understand this, you're leaving millions on the table.
The Doctrine vs The Method
Socratic doctrine is philosophy—it's about finding absolute truth through questioning. Cool for ancient Greece. Useless for closing deals.
The Socratic method? That's the framework. The how. And in sales, it's about leading prospects to their own painful realizations so they sell themselves.
But here's where everyone screws up: they ask random questions with no strategic intent. That's not Socratic selling. That's just being lazy.
How to Actually Apply This
Every question you ask should have one purpose: amplify pain or clarify desire. That's it.
Bad question: "What challenges are you facing?"
Hormozy question: "What's this problem costing you per month in lost revenue?" Then: "How long has this been happening?" Then: "So you're telling me you've lost $X over Y months doing nothing?"
See what I did? I'm not asking to gather information. I'm asking to make them feel the cost of inaction.
The Real Framework
Question one: Identify the wound. Question two: Pour salt in it. Question three: Make them realize they're bleeding out. Question four: Show them the bandage costs less than the blood loss.
Stop asking questions to be polite. Ask questions to create urgency. That's the method. Everything else is doctrine—and doctrine doesn't pay your bills.