A subtle, but effective technique for getting past a sales candidate’s defenses during the interview is to avoid using “why” questions. During an interview, the word “why” can have a slightly accusing tone, especially if the candidate is concerned about revealing his shortcomings. Instead of asking “why,” use “what” or “how” questions. For example, instead of asking the candidate, “Why did you do that?” Try asking: “What caused you to do that?” Or “How did you decide to do that?” Replacing “why” with “what” or “how” is a particularly helpful technique when discussing a sensitive situation or following up after