The DOMINATE Framework: How to Read Someone’s Mind in 8 Minutes

Sales is not just about closing deals; it’s about understanding human behavior, reading between the lines, and ethically guiding prospects to make decisions that serve them. That’s why I created the DOMINATE framework—an 8-step questioning process that allows you to understand someone’s mindset, limiting beliefs, desires, and motivations within 8 minutes.

This method helps you avoid talking too much, chasing deals, or going for the close before fully understanding your prospect. Think of it as an X-ray for the mind—helping you see everything inside before making a move.

Watch a live session I did about this subject: https://www.youtube.com/watch?v=u5mNZ2TgQO8&t=2s 

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The Science Behind It: Authority & Decision-Making

Before diving into the framework, let’s talk about why this works. A famous social experiment revealed that people, under the influence of a perceived authority, would inflict lethal harm on others just because they were told to. The authority figure—dressed in a white lab coat—gave orders, and almost everyone complied, even when they believed they were killing someone.

This experiment proves a simple truth: certainty and confidence override moral hesitation. If you come into a sales conversation with the right authority, certainty, and questioning, you can ethically lead people to make strong, confident decisions without pressure or sleazy tactics.

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Breaking Down the DOMINATE Framework

Each letter in DOMINATE represents a key step in the questioning process:

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1. Doubt – Identify Their Self-Doubt

Your first job is to get them to admit they need help and can’t do it on their own.

• Questions to ask:
  
  • “What’s stopping you from fixing this on your own?”
  • “Have you tried other solutions? What went wrong?”
  • “If you could already do this, why are we on the call?”

If they don’t doubt their ability to succeed alone, they won’t buy. You need to expose the gap between where they are and where they want to be.

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2. Outcome – Define Their Dream Scenario

Once they admit they need help, get them to emotionally attach to their desired outcome.

• Questions to ask:
  
  • “In a dream scenario, where do you see yourself in 6-12 months?”
  • “What does success look like to you?”
  • “If you hit your goal, how would life change?”

This helps them visualize the transformation—not just the numbers, but the feelings, freedom, and impact it will bring.

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3. Money – Clarify the Investment & ROI

Can they afford it? Is the transformation worth the cost?

• Questions to ask:
  
  • “If you don’t fix this now, what’s the long-term cost?”
  • “If you wait, how much time and money will you lose?”
  • “What’s the return if you solve this problem?”

You’re not convincing them—it’s Socratic dialogue. Let them explain to themselves why this is a smart financial move.

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4. Investment Justification – Make the Cost of Inaction Clear

At this point, they should believe in the outcome and see the ROI, but their brain still hesitates. Now, you get them to justify moving forward.

• Questions to ask:
  
  • “What happens if you don’t take action today?”
  • “If you don’t fix this, where will you be in a year?”
  • “What’s at stake if you delay?”

Now, they see the pain of waiting, which creates natural urgency.

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5. Now – Remove Procrastination & Create Urgency

• Questions to ask:
  
  • “Why haven’t you done this sooner?”
  • “What’s changed that makes you want to fix this now?”
  • “What happens if you put this off another month?”

You don’t push urgency onto them—you guide them to create urgency within themselves.

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6. Authority – Build Trust & Establish Leadership

They must trust you before they buy. You establish authority through questioning.

• Questions to ask:
  
  • “Have you ever had a coach or mentor hold you accountable?”
  • “What’s missing for you to be fully confident in fixing this?”
  • “If I gave you the roadmap and resources, are you ready to commit?”

People don’t buy from brands; they buy from people they trust. Your certainty, confidence, and ability to challenge them make you the leader they follow.

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7. Tension – Challenge Them to Take Action

No one makes life-changing decisions without tension. You need to push them out of their comfort zone.

• Questions to ask:
  
  • “If you don’t do this now, what’s your plan?”
  • “What’s stopping you from committing today?”
  • “Are you willing to stay stuck, or are you ready to level up?”

This is where you flip the power dynamic. They need to convince you that they’re serious—not the other way around.

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8. Execution – Get the Verbal Commitment

If you’ve done everything right, they already know they want to buy. Now, it’s time to lock it in.

• Questions to ask:
  
  • “Are you ready to get started?”
  • “If we move forward, are you 100% committed?”
  • “What’s the first step we need to take together?”

If you don’t get them to verbalize their commitment, hesitation will creep back in.

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Why This Works

• People buy when they believe they’re making a smart, logical choice.
• People fear loss more than they desire gain.
• People follow confidence and certainty.
• People avoid discomfort—so you must challenge them to act.

The DOMINATE framework ensures you check every box in a natural, fluid way—without sounding robotic, desperate, or pushy.

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Final Thoughts: The Power of Mind Reading in Sales

Reading someone’s mind isn’t about manipulation—it’s about understanding them better than they understand themselves. Most salespeople screw up because they talk too much, push too early, or fail to establish authority.

Use this framework, control the conversation, and make the prospect feel deeply understood. When you do that, closing the sale becomes the natural next step—not a high-pressure moment.

Try this out on your next sales call and watch how quickly your close rate skyrockets.

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Let’s talk: Which part of DOMINATE are you going to implement first? Drop a comment and let me know.