Multiplier Mindset® with Dan Sullivan · 2026-02-25 · 9 min
In this episode, Dan Sullivan shares how one powerful question can transform any sales conversation. Instead of pitching, you invite prospects to imagine their bigger future and talk themselves into working with you. Learn how The R-Factor Question® builds instant trust, filters out wrong-fit clients, and makes every sales call about them, not you. Here’s some of what you’ll learn in this episode: How to use one question to turn any sales conversation into a deep, future-focused discussion. Which types of businesses and professions can most effectively use The R-Factor Question. What it means - and what to do next - when someone refuses to answer The R-Factor Question. Show Notes: A great sales conversation starts long before you speak, with a trusted referral that pre-sells your credibility and lowers resistance. The R-Factor Question instantly signals that the conversation is going to be about the prospect’s future, not your offer or your agenda. When you ask someone to imagine their life three years from now and describe what progress would make them happy, you shift them into possibility thinking.
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