Ask Questions That Matter: Unlocking Client Needs with Curiosity

Sales success isn’t just about pitching your product—it’s about understanding your client. When I was building a business with a network marketing company, I learned quickly that people don’t care what you’re selling until they know you care about them. And to demonstrate that you care, you must understand what is important to them.

The best way to do that? Use genuine curiosity. Curiosity is defined by the Merriam-Webster dictionary as, “the desire to know.”  If you want to know something, you ask questions. And when a sale is on the line, it’s important to ask meaningful questions. A well-crafted question does more than gather information; it shows genuine interest, builds trust, and uncovers the needs and motivations that drive decisions.

The Framework

Here is a five-step structure to guide your sales conversations and take your questioning skills to the next level. Approach the conversation with genuine curiosity, and you’ll uncover what truly matters to your client while positioning yourself as their trusted partner. This framework will help you ask better questions, build stronger connections, and close more deals.

1. Start Broad

Begin the conversation with open-ended, exploratory questions that encourage your client to share freely. These broad questions help you understand their priorities and build a natural rapport. Resist the urge to dive into specifics too soon—this is your chance to get the bigger picture.

·       Examples:

• “What’s something your team is currently working toward?”

• “What motivated you to explore this solution now?”

• “What’s most important to you when choosing a venue for an offsite like this?”

• “How do you envision the finished project fitting into your needs or lifestyle?”

2. Dig Deeper with Contextual Questions

Once you’ve established a baseline, ask follow-up questions to uncover context and priorities. This is where you start to understand the why behind their answers.

• Examples:

  • “Can you tell me more about what’s driving that challenge?”

  • “How has this impacted your team or customers?”

  • “Are there any specific activities/features/materials you’d like to incorporate?”

3. Identify the Pain Points

Every sale solves a problem. To position yourself effectively, you need to understand what’s truly at stake. Ask targeted questions that help the client articulate their pain points.

• Examples:

  • “What’s been the biggest frustration around this issue?”

  • “What would happen if this challenge continues?”

  • “What’s made it difficult to find the right venue for this event/contractor for this job so far?”

4. Connect with Possibilities

Now that you’ve identified the challenges, shift the conversation toward solutions. Use questions to highlight the value and outcomes your product or service could deliver.

• Examples:

  • “If you could solve this challenge, what would success look like for you?”

  • “What would it mean for your business to achieve [specific goal]?”

  • “How would having a dedicated coordinator simplify the planning process for you?”

  • “What would make this process feel easy and seamless for you?”

5. Close with Collaboration

Wrap up by reinforcing that you’re here to partner with them, not just sell to them. Questions at this stage should clarify the next steps while demonstrating your commitment to their success.

• Examples:

  • “What’s the most helpful next step for us to take together?”

  • “Is there anyone else on your team who should be involved in this conversation?”

  • “How can I make this process easier for you and your team moving forward?”

Unlocking the Door to Trust

As a sales and leadership curiosity keynote speaker, I’ve witnessed how curiosity transforms professional relationships. When you ask questions that matter, you’re not just collecting information—you’re building a connection. Clients will feel your genuine interest in their success, which sets you apart from others who are only focused on closing the deal. By leading with curiosity and focusing on meaningful questions, you’ll unlock valuable insights, build trust, and ultimately create sales relationships that stand the test of time.