As a sales professional, you know the importance of asking questions. But if you‘re only asking the same two or three types of questions on every call, you‘re leaving money on the table.
If you want to have productive conversations that uncover key information, build trust, and propel deals forward, you need to ask a diverse mix of questions throughout the sales process.
According to sales expert Deb Calvert, most reps rely on just four basic question types:
- Fact-gathering questions
- Thought-provoking questions
- Goal-assessment questions
- Priority questions
While these are certainly important, they only scratch the surface. Top-performing reps have a much larger questioning toolkit—one that allows them to steer conversations with poise, gather essential intel with ease, and become indispensable partners to their prospects.
Ready to upgrade your question-asking abilities and close more deals than ever? Below, we‘ll dive into the 10 types of sales questions every rep should have in their arsenal, complete with examples and tips for implementing each one.
1. Rapport-Building Questions
Think of rapport-building questions as the foundation of a solid sales relationship. Just like you wouldn‘t build a house without first pouring a strong concrete base, you shouldn‘t launch into your pitch without first establishing a human connection.
Rapport-building questions are casual, friendly inquiries into the prospect‘s work, interests, or background. The goal is to put the prospect at ease, find common ground, and set a positive tone for the rest of the conversation.
Examples:
- "I see you recently celebrated 5 years at [Company]. What‘s kept you there for so long?"
- "I noticed you live in Denver. Do you ski or snowboard? I was just there on a retreat and the slopes were incredible."
- "Congrats on your recent promotion to sales manager! How is your new role going so far?"
PRO TIP: Check the prospect‘s LinkedIn profile, company website, and social media accounts to find fodder for rapport-building questions. Mentioning something specific you learned through research shows you‘ve done your homework.
2. Fact-Gathering Questions
Once you‘ve built rapport, it‘s time to start learning about the prospect‘s current situation. Fact-gathering questions are designed to obtain basic yet essential information about the prospect‘s company, role, team structure, challenges, and objectives.
While you may be able to find some of these details through independent research, you‘ll often need to ask directly to get the full picture. Plus, having the prospect share facts in their own words gives you a sense of what‘s most important to them.
Examples:
- "How many employees does your company have and how fast are you growing?"
- "What are your primary responsibilities as the head of marketing?"
- "What tools and systems does your team currently use to manage your sales pipeline?"
PRO TIP: Come prepared with 4-5 key fact-gathering questions, but be ready to dive deeper based on the prospect‘s responses. If they mention a particularly juicy detail, don‘t be afraid to go "off-script" and probe further.
3. Goal-Assessment Questions
Now that you understand the prospect‘s current state, it‘s time to learn about their desired future state. Goal-assessment questions are all about uncovering the prospect‘s objectives on an individual, team, and company level.
Only once you have crystal clarity on what they want to achieve can you position your product or service as the perfect solution. So don‘t rush through this part—really take the time to understand their goals inside and out.
Examples:
- "What are your top 3 priorities for this quarter/year?"
- "What would a successful implementation of this new strategy look like to you?"
- "How does hitting your sales target impact the company‘s overall growth plans?"
PRO TIP: Tailor your goal-assessment questions to the specific person you‘re talking to. A sales rep will have different goals than a CMO or CEO. By speaking directly to your contact‘s personal objectives, you‘ll show that you understand what matters to them.
4. Priority Questions
Most prospects have a laundry list of goals, KPIs, and problems to solve. Priority questions help you determine which ones are most critical so you don‘t waste time focusing on the wrong things.
Think of it like this: Imagine you have a big list of household chores to do. Priority questions are like asking yourself, "If I could only complete ONE of these today, which would make the biggest impact?" You‘re looking for the prospect‘s "North Star"—the guiding goal or challenge that takes precedence over everything else.
Examples:
- "Of all the goals you mentioned, which would make the biggest difference for your business if you achieved it?"
- "What would happen if you didn‘t solve [challenge] within the next 6 months?"
- "On a scale of 1-10, how important is [objective] compared to the other priorities on your plate?"
PRO TIP: Listen for cues that signal importance as the prospect talks about their goals. Do they get animated and sit up straighter when discussing a particular objective? Make a note of the specific words and phrases they use – you can echo these back later to show you were paying attention.
5. Thought-Provoking Questions
The ultimate job of a sales rep isn‘t just to parrot information – it‘s to add value to the prospect‘s world by sharing new ideas, insights, and perspectives. Thought-provoking questions allow you to do just that by challenging the prospect to examine their situation in a new light.
When you ask a thought-provoking question, you shift from an order-taker to a trusted advisor. You demonstrate that you can bring a fresh point of view to the table, not just rehash things the prospect already knows.
Examples:
- "I know you currently do [process] in-house. Have you considered outsourcing or automating it? Many of our clients have seen great results from that."
- "Your main competitor, [Company], recently implemented [cutting-edge strategy]. Do you think that will impact your market share at all?"
- "I‘ve noticed [interesting trend] happening in your industry. How do you think that will affect your business in the next 1-2 years?"
PRO TIP: Use thought-provoking questions sparingly. These are meant to get the prospect thinking, not to stump them. If you ask too many "deep" questions in a row, the prospect may start to feel interrogated or overwhelmed. Aim for 2-3 max per conversation.
6. Hypothetical Questions
Hypothetical questions invite the prospect to imagine a scenario that doesn‘t exist today. When used strategically, these questions can be incredibly powerful tools for demonstrating your product‘s value and creating urgency.
There are two main types of hypothetical sales questions:
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Positive hypotheticals paint an attractive picture of what the future could look like if the prospect buys your product or service. These are designed to get them excited about the potential benefits and ROI.
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Negative hypotheticals highlight the risks or downsides of not taking action. They create a "fear of missing out" and emphasize the cost of staying with the status quo.
Examples:
- "Let‘s fast forward 6 months. If you implement our software and start seeing results within the first few weeks, what would that mean for your team/company?"
- "Imagine it‘s the end of next quarter. You managed to increase sales by 25%, but your competitor grew by 40% because they invested in new technology. How would your CEO react?"
- "If your current system caused you to lose a major client or miss an important deadline, what would the fallout be – both for the company and for your own career?"
PRO TIP: Be thoughtful about when you use hypotheticals. Positive ones work well in the beginning stages of the sales process when you‘re trying to generate excitement and buy-in. Negative ones are better reserved for later, when you need to overcome objections or spur a prospect to action.
7. Value-Based Questions
B2B buyers today are savvier than ever. They can smell an ordinary sales pitch from a mile away, and they‘re not interested in features and benefits. What they really care about is value.
Value-based questions steer the conversation away from cost and towards worth. They prompt the prospect to think about the tangible impact your offering will have on their business, not just the price tag.
The key to crafting value-based questions is to connect your product‘s benefits to the metrics the prospect cares about most, like revenue, cost savings, productivity, customer retention, market share, etc.
Examples:
- "If our platform helped you close deals 30% faster, how would that impact your company‘s bottom line?"
- "You mentioned that the average cost per lead is a major KPI for your marketing team. If you could reduce that cost by 20% while also increasing lead quality, what would that mean for your campaign ROI?"
- "If every sales rep on your team could spend 10 fewer hours per week on admin work and 10 more hours selling, how would that impact quota attainment?"
PRO TIP: Get specific with value-based questions by using real numbers and data. If you have customer case studies or ROI calculators, reference those to show the prospect what results they can expect. The more credible data you can share, the more compelling your value proposition will be.
8. Clarifying Questions
Have you ever left a sales meeting thinking you and the prospect were in perfect agreement, only to have them go radio silent or express major doubts a week later? Chances are, there was a miscommunication or misalignment somewhere along the way.
Clarifying questions are designed to prevent these "if only I had known" moments. They ensure that you and the prospect are on the same page every step of the way so you can keep the deal moving smoothly.
The best time to ask a clarifying question is right after the prospect shares an important piece of information. Paraphrase what you heard and check that your understanding is correct.
Examples:
- "Let me make sure I have this right. Your biggest priority is X, and you need to implement a solution within the next Y weeks. Did I miss anything?"
- "It sounds like you‘re happy with your current provider except for Z capability. Is that accurate, or are there other factors making you consider a switch?"
- "So what you‘re saying is, you tried A and B but haven‘t gotten the results you need – is that correct?"
PRO TIP: Pay close attention to the prospect‘s words, tone, and body language when you ask clarifying questions. If they hesitate or look unsure, take that as a cue to probe further. Sometimes you have to clarify your clarifying questions!
9. Objection-Surfacing Questions
Objections are a natural part of any sale – but reps often make the mistake of waiting for prospects to raise them unprompted. The problem with this approach is that many buyers, not wanting to seem rude, won‘t bring up their doubts until it‘s too late.
Objection-surfacing questions allow you to proactively uncover concerns and hesitations early on, when you still have time to address them. Think of these like an early warning system for your deal.
The key is to make the prospect feel safe sharing their honest thoughts. Frame the question in a casual, non-judgmental way and emphasize that you welcome their feedback.
Examples:
- "We‘ve covered a lot of information today. What concerns, if any, do you have about our solution at this point?"
- "On a scale of 1-10, how confident are you that our product can meet your needs? What would make you a 10?"
- "Based on our conversations so far, is there anything that would prevent you from moving forward with us?"
PRO TIP: Don‘t shy away from asking about objections multiple times throughout the sales process. Prospect‘s concerns can change as they learn more about your offering. Make a habit of checking in often so you can handle objections as they arise.
10. Commitment Questions
How often does this happen: You have a great sales conversation, you and the prospect seem to be vibing, but when you go to schedule next steps…crickets. They suddenly go MIA or have to "loop in other stakeholders" before making a decision.
If this scenario sounds painfully familiar, you need to ask more commitment questions. These are questions that gauge the prospect‘s readiness to take the next step – whether that‘s another call, a demo, a proposal, or a signed contract.
Commitment questions can be closed-ended (yes/no) or open-ended. What‘s most important is that they compel the prospect to make a clear choice about moving forward.
Examples:
- "Are you ready to schedule a demo for your team next week?"
- "Based on what we‘ve discussed, do you feel confident this is the right solution for your business?"
- "If we can agree to X terms, are you prepared to sign the contract by [date]?"
- "What needs to happen on your end to get approval for this purchase?"
PRO TIP: Use commitment questions as an opportunity to uncover the prospect‘s decision-making process and criteria. The more you understand about how they‘ll evaluate your product and who else will be involved, the better you can tailor your approach.
The Benefits of Asking a Diverse Mix of Sales Questions
Phew, that was a lot of information! Let‘s recap the key benefits of incorporating these 10 types of questions into your sales process:
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You‘ll gather higher-quality information. By asking questions that go beyond surface-level facts, you‘ll gain a deeper understanding of the prospect‘s needs, goals, and challenges. This intel will help you craft a more compelling, personalized pitch.
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You‘ll build stronger relationships. Questions show the prospect that you‘re not just interested in making a sale – you‘re invested in their success. When you take the time to understand their world and add value to their business, you‘ll foster trust and credibility.
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You‘ll keep deals moving. Prospects often go dark because they don‘t feel a sense of urgency or commitment. By asking the right questions at the right time, you can keep the conversation focused and action-oriented. No more stalled deals or endless follow-ups!
Statistics on the Power of Questioning in Sales
Still not convinced that questioning is a critical sales skill? Check out these eye-opening stats:
- Top performing sales reps ask an average of 14-16 targeted questions per prospect meeting, while average performers ask 6-8. (Source: Pace Productivity)
- Salespeople who ask questions and genuinely listen to the answers are perceived as 35% more trustworthy than those who don‘t. (Source: HubSpot)
- 93% of B2B buyers say they‘re more likely to buy from a salesperson who demonstrates deep knowledge of their business and industry. (Source: CSO Insights) Asking insightful questions is key to gaining this knowledge.
- Over 60% of buyers say the sales reps they deal with are not prepared with relevant questions. (Source: SiriusDecisions) By bringing thoughtful questions to every interaction, you‘ll instantly stand out from the competition.
- Prospects are 40% more likely to buy from a rep who listens to their needs than one who just pushes their agenda. (Source: HubSpot) Questions are the ultimate active listening tool – they prove you care about understanding the prospect‘s world.
The data doesn‘t lie: Questioning is a superpower that can transform your sales results. But like any skill, it takes practice to master.
Putting Your New Questioning Skills Into Action
As you can see, not all sales questions are created equal. To have conversations that generate real pipeline and revenue, you need to prepare a diverse mix of questions that cover all the key bases: building rapport, gathering facts, uncovering goals, handling objections, demonstrating value, and securing commitment.
Start by picking 1-2 question types you want to focus on and brainstorm a list of specific questions to ask in your next few sales interactions. Pay attention to how the prospect reacts and whether the questions lead to meaningful discussion.
Over time, you‘ll get more and more comfortable expanding your questioning repertoire until it becomes second nature. And when that happens, don‘t be surprised if your close rates and commission checks start to skyrocket.
Remember: Discovery is not an interrogation. The best sales questions flow naturally like a conversation between two trusted partners. Your role is to facilitate a productive dialogue, not grill the prospect on the witness stand.
So lead with curiosity, listen intently, and watch as the quality of your sales conversations soar. Your prospects (and your quota!) will thank you.