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Selling a product or service can be a complex process, and it requires a deep understanding of the customer's needs, goals, and pain points. One of the most effective ways to build that understanding is by asking the right questions.
By asking the right questions, you can uncover critical information about the customer's needs and preferences, and use that information to tailor your sales pitch to their specific situation.
In this blog post, we'll explore some of the most effective questions to ask a customer in sales, whether you're selling a product or service, and whether you're in the early stages of the sales process or trying to close a deal.
These questions can help you build rapport with your customers, understand their needs, and ultimately increase your chances of making a sale.
What is a probing sales question?
Imagine if every prospect handed you a cheat sheet with exactly what they need. That would make selling a breeze, right? While that’s not how it works, you can still uncover valuable insights—if you ask the right questions.
Probing sales questions dig deeper than basic discovery questions. They help reveal concerns or motivations that a prospect may not share upfront. These questions allow you to understand their needs, tailor your pitch, and ultimately increase your chances of closing the deal.
The key? Keep asking “why” and listen more than you speak. Instead of steering the conversation, let the prospect guide you to the best sales approach.
Start strong with engaging questions
Begin with open-ended questions that spark conversation. Some sales engagement questions, for example, are:
- “How did you hear about us?”
- “What made you say yes to this meeting?”
Why they work: These sales engagement questions provide insight into what caught the prospect’s attention. Understanding their motivation helps you highlight the most relevant features of your product and customize your pitch.
Identify your competition
Knowing who else they’re considering gives you a competitive edge. Ask:
- “What other companies are you comparing us with?”
Why it works: This question sounds natural rather than confrontational. It helps you position your product as the best solution by emphasizing where competitors fall short.
Find the decision-maker
A great demo means nothing if you’re not talking to the right person. To pinpoint key decision-makers, ask:
- “Who will use the product?”
- “Who needs to approve the final purchase?”
Why they work: Identifying the decision-maker early prevents wasted efforts. It also helps you gauge how complex the approval process will be and plan accordingly.
Uncover pain points
People buy solutions to their problems. Discover what’s frustrating them by asking:
- “What’s frustrating about your current process?”
Why it works: This question helps prospects open up about their challenges. Following up with “Can you elaborate on that?” leads to a deeper discussion, helping you frame your product as the best solution.
Address obstacles early
Every deal has potential roadblocks. Get ahead of them by asking:
- “Why do you think this challenge hasn’t been solved yet?”
- “Is there anything that could stop this deal from going through?”
Why they work: These good sales questions to ask customers prevent last-minute surprises. If budget or internal approvals are an issue, you’ll know in advance and can strategize accordingly.
Determine urgency and priorities
A prospect’s timeline can tell you how serious they are. Ask:
- “What would give you the most relief or value right now?”
- “What features feel most urgent at this moment?”
Why they work: Urgency drives decision-making. Understanding what they need immediately lets you focus on key selling points and speed up the sales process.
Qualify your prospects early
To avoid wasting time on bad fits, ask:
- “What other products do you currently use that must integrate with ours?”
- “What does your budget look like for fixing this problem?”
Why they work: These questions help you assess whether the prospect is a good match for your product. Talking about value before price ensures the conversation stays focused on benefits first.
Fast-track the close
After you’ve addressed concerns and demonstrated value, seal the deal by asking:
- “What steps do we need to take to make this happen?”
Why it works: This direct question reveals their buying intent. If they hesitate, probe further to understand any remaining concerns. If they’re ready, move forward with closing.
Clarify expectations for the meeting
Set the tone early by asking:
- “What are you looking to get out of this call?”
- “What would make this meeting worthwhile for you?”
Why they work: These best sales questions to ask customers show that you’re focused on their needs, not just your pitch. It also helps guide the conversation in a way that benefits both sides.
Understand the buying process
Every company has its own way of making purchases. Uncover their process by asking:
- “When are you looking to have a solution in place?”
- “Can you walk me through your timeline for buying a product like this?”
Why they work: This helps you set realistic expectations and determine if they’re serious buyers. If they haven’t thought about their timeline, they may not be ready to commit.
Avoid past mistakes
Help prospects avoid repeating previous failures by asking:
- “What challenges have you faced when trying to solve this problem before?”
- “What’s gone wrong in your previous attempts to deal with this?”
Why they work: Understanding past roadblocks allows you to offer solutions that truly address their concerns, making it easier to close the deal.
Gauge their willingness to change
Even if a prospect acknowledges a problem, they may not be ready to act. Determine their urgency by asking:
- “How long have you been thinking about this?”
Why it works: If they’ve been dealing with the issue for years without taking action, they may need extra motivation to commit. Dig deeper to understand why now is the right time for them to make a change.
60+ questions you need to ask to your customers in sales
We have created a list of must-ask questions that you must go through once.
General questions to ask a customer in sales
- What prompted you to look for this product/service?
- What are your specific needs and requirements for this product/service?
- Have you used a similar product/service before? If so, what did you like/dislike about it?
- What are the most important factors for you when choosing a product/service like this?
- How do you plan to use this product/service?
- What is your budget for this product/service?
- When do you need this product/service by?
- How do you currently handle this need without this product/service?
- Who else will be involved in the decision-making process?
- Is there anything else you'd like to know about the product/service or our company?
Questions to ask a customer in sales when selling a product
- What problem are you looking to solve with this product?
- How important is this problem to you and your business?
- How does your current solution or process compare to what this product can offer?
- What features or capabilities are most important to you in a product like this?
- Have you considered any other products or solutions to solve this problem? If so, what did you like or dislike about them?
- What are your concerns or potential roadblocks when it comes to implementing this product?
- What are your desired outcomes or goals with implementing this product?
- How do you plan to measure success with this product?
- Who are the key stakeholders involved in the decision-making process for this purchase?
- What are your timelines for making a decision and implementing this product?
- Can you share any budget constraints or limitations that we should be aware of?
- What other products or services do you currently use that could potentially integrate with this product?
- How does this product align with your overall business strategy and goals?
- What level of support or training will your team need to successfully implement and use this product?
- Is there anything else you'd like to know about the product or our company before making a decision?
Sales engagement questions to build rapport
- What inspired you to start your business?
- How do you typically research new products or services?
- What challenges are you currently facing in your industry?
- How do you prefer to communicate—phone, email, or in person?
- What would make this sales process easier for you?
Questions to understand customer pain points
- What’s the biggest frustration with your current solution?
- What has prevented you from solving this issue before?
- Have you experienced any losses due to this challenge?
- If you could change one thing about your current setup, what would it be?
- How much time does this issue cost you or your team each week?
Questions to encourage decision-making
- What are the main concerns preventing you from moving forward?
- If budget wasn’t a constraint, would you move ahead with this solution?
- What does your ideal vendor partnership look like?
- What specific results do you expect in the first three months?
- Is there anything I can do to help you finalize your decision?
10 open-ended questions to ask a customer in sales
- Can you tell me more about your business and what you do?
- How have you handled this problem in the past?
- What would be the ideal solution for you?
- Can you walk me through your decision-making process for purchasing a product like this?
- What factors are most important to you when evaluating a product?
- How would you describe your ideal outcome for this product?
- Can you share any challenges or concerns you have with implementing this product?
- How do you envision this product fitting into your overall business strategy?
- What other products or services are you currently using that could potentially integrate with this product?
- How do you see this product improving or benefiting your business in the long term?
10 close-ended questions to ask a customer in sales
Here are 10 close-ended questions to ask a customer in sales:
- Would you like more information about the features and capabilities of this product?
- Do you have a specific budget in mind for this product?
- Is this product a priority for your business right now?
- Have you previously used a similar product?
- Is there a specific timeline for when you need to implement this product?
- Is this the first time you're hearing about this product?
- Would you like to proceed with a demo of the product?
- Is there a specific point person or department responsible for making purchasing decisions?
- Can you confirm that the product specifications meet your requirements?
- Do you have any questions or concerns before moving forward with this product?
10 questions to ask a customer in sales to close deals immediately
While there is no magic set of questions to close deals immediately, here are 10 questions that can help you move toward a decision and potentially close a sale:
- Based on what we've discussed, do you feel this product can meet your needs?
- Is there any additional information you need before making a decision?
- Would you like to move forward with a trial or demo of the product?
- Do you have any hesitations or concerns that we can address?
- Can you confirm your budget and timeline for this purchase?
- Would you like us to provide any additional resources or materials to help you make a decision?
- Is there anything holding you back from making a decision today?
- Can we schedule a follow-up call or meeting to discuss next steps?
- Would you like us to provide a quote or proposal for the product?
- What would it take for you to make a decision and move forward with this purchase today?
Key takeaways
Asking the right questions is crucial to successful selling, and can help you understand the customer's needs, build rapport, and close more deals. By using a combination of open-ended and close-ended questions, you can gather valuable information about the customer's goals, preferences, and pain points, and use that information to tailor your sales pitch to their specific situation.
Whether you're in the early stages of the sales process or trying to close a deal, these questions can help you build a strong relationship with your customers and increase your chances of making a sale.
Remember, the key to successful selling is not just about pitching your product or service, but also about building a relationship of trust and understanding with your customers.
So the next time you're on a sales call or meeting with a potential customer, try using some of these questions to build rapport and create a personalized sales experience.
