Questions are one of the most important tools your team can use to understand customers, address objections, and guide the sales process.
The best sales questions to ask help uncover buyers’ pain points, priorities, and decision processes. Probing for answers improves the chances of aligning with the buyer and providing a solution that meets the buyer’s need.
But many sales professionals don’t pay enough attention to this crucial skill—and some sales training programs overlook sales questions altogether. Here are eight important types of sales questions and ways to ask them effectively.
8 Types of Engaging Sales Questions
Sales Question #1: Open-Ended
Open-ended questions encourage more detailed and thoughtful responses from customers than closed-ended questions, which can be answered with a simple “yes” or “no.” Open-ended questions typically start with words like “what,” “how,” “why,” “can,” or “describe.”
- Can you tell me more about that?
- What would it feel like to solve the problem once and for all?
Sales Question #2: Problem Resolution
These sales questions aim to uncover the specific challenges or issues faced by the customer and to explore potential solutions to address those problems.
- How would you describe the problem you’re trying to solve?
- Is there anything else about the situation that worries or frustrates you?
Sales Question #3: Urgency
These questions focus on intensifying or highlighting the pain points or negative consequences associated with the customer’s current situation, aiming to create a sense of urgency or dissatisfaction that motivates them to seek a solution.
- What is your timeline for solving these challenges?
- If there is a current supplier, why are you considering an alternative?
Sales Question #4: Outcome Based
These questions help the salesperson understand the customer’s desired outcome and the emotional benefits they seek from a solution, enabling the salesperson to tailor their pitch and emphasize how their offering can fulfill those needs.
- What challenges have you faced in trying to solve this issue?
- What additional information will you need to make a decision?
Sales Question #5: Needs Based
These questions delve into the customer’s needs, preferences, and priorities, allowing the salesperson to align their product or service features with the specific requirements of the customer.
- What prompted you to call/take this meeting?
- What changes in the competitive landscape are impacting your business?
Sales Question #6: Feature-Benefit
These questions explore the features of the product or service and link them directly to the benefits and advantages they offer, helping the salesperson demonstrate how the features address the customer’s needs.
- What are the must-have criteria for a solution?
- What has worked/not worked for you in the past when making similar purchases?
Sales Question #7: Objection Testing
These questions reveal potential objections or concerns the customer might have, and they also test the validity of those objections—allowing the salesperson to address them effectively and provide reassurance or clarification.
- How much does the problem cost you and your company?
- What will happen if the budget isn’t enough to fully fund the solution?
Sales Question #8: Objective
These questions help identify the customer’s ultimate goal or objective, often uncovering a specific pain point or desired outcome that serves as the primary driver for their decision-making process.
- What would an ideal solution look like for you?
- What are your top business priorities right now?
Effective Sales Questioning Techniques
Virtually anyone can learn a string of questions. That’s the science of sales. The art comes from knowing how to ask questions in a way that lets the seller maintain control of the sales process and get the information they need while the customer feels as though they’re in charge.
By using the strategies below, your sellers can create a balanced dynamic where the customer feels empowered and in control while they gather the necessary information and guide the buying process toward a mutually beneficial outcome.
1. Establish Rapport and Active Listening
Begin by building rapport with the customer to create a comfortable and open environment. Actively listen to their responses and show genuine interest in their perspective.
2. Use Open-Ended Sales Questions
Open-ended questions encourage the customer to provide detailed responses and share their thoughts, needs, and preferences. They also give the customer a sense of control over the direction of the conversation.
3. Focus on Their Agenda
Instead of solely focusing on your own agenda, prioritize the customer’s objectives. By aligning your questions with their priorities, you signal their needs are paramount and you’re invested in their success.
4. Provide Context and Guidance
While giving the customer a sense of control, you can still guide the conversation by providing context and direction when necessary. Offer insights, share relevant information, and steer the discussion toward topics that are important for both the customer and your sales objectives. This helps you maintain control of the buying process without appearing overbearing.
5. Use Transitional Questions
These questions help you move the conversation forward while still allowing the customer to feel involved and in control. Transitional questions can also redirect the discussion toward areas that require exploration.
6. Share Expertise and Insights
Share relevant information, industry trends, or success stories that provide added value to the customer. By positioning yourself as a knowledgeable resource and a consultant, not just a seller, you maintain a level of control while enhancing the customer’s perception of your credibility.
7. Summarize and Confirm Understanding
Throughout the sales conversation, summarize key points and insights to ensure mutual understanding. Confirming your understanding shows respect for the customer’s perspective while also allowing you to maintain control by guiding the conversation with confidence back to essential aspects or clarifying any misconceptions.
Sales Training for Effective Selling Questions
Your sellers’ success in asking sales questions depends on their ability to uncover key information while allowing prospects to feel like they’re leading the process. This is especially important in today’s selling environment, in which customers have more information than ever before.
The strategic use of questions allows sellers to move sales interactions forward and generate better results. Find out how to train your team to ask better sales questions with our IMPACT Selling® training program.
