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50 Powerful Sales Questions

Great sales questions help you find out what’s going on in your buyer’s world. They help you connect with buyers, understand their needs, understand what’s important to them, and help them create better futures for themselves.

They help you disrupt buyer thinking and change buyers’ perception of what’s true and what’s possible. They help you drive the sale forward and avoid pitfalls that can derail the sale along the way. 

Great sales questions help you win sales.

Here we share 50 powerful sales questions that'll put you on the path to building rapport , navigating buyer wants, needs, and desires, and ushering sales to the close .

What Are Open-Ended Sales Questions?

An open-ended sales question is a question with no definitive answer, aimed at prompting a longer or more insightful response from a buyer. Open-ended questions can be further divided into broad and specific questions.

Broad open-ended sales questions 

Broad open-ended sales questions get people to open up and start talking. They’re great for helping you find out what's going on in your buyers’ world and are essential to sales success.

Specific open-ended sales questions

Specific open-ended sales questions are more exploratory. Some buyers might not share much information when you ask broad open-ended questions, or they might not know the answers. These questions uncover latent needs the buyer might not even be aware of.

Specific open-ended questions yield one of three answers: an expression of need, no perception of need, or lack of knowledge.

Good open-ended sales questions help you connect with buyers personally, understand what's important to them, reshape their thinking, and create better futures for them. The importance of asking the right questions cannot be overstated. (Hint: you need to ask more than, "What keeps you up at night?")

The idea is to move from general to specific questions, uncovering the buyer’s own perceptions of their needs, helping them to express a broader set of needs, and discovering enough information so you can present ways to improve that drive the buyer’s interest and the desire to act.

What Are Closed-Ended Sales Questions?

Closed-ended sales questions are great for diagnosis. Whether you get a “yes” or a “no” answer, it’s easy to follow up and get the buyer to elaborate. By asking closed-ended questions you can uncover needs that buyers may not yet perceive as a problem, but when you ask so specifically, they sometimes reconsider.

Open-Ended Questions for Sales

Below are 50 sales questions you can use in your sales conversations. The open-ended questions for sales are grouped based on our RAIN Selling framework for leading sales conversations: R apport, A spirations and Afflictions, I mpact, and N ew Reality.

Also included are questions for insight selling that you can use to get buyers to think differently, and questions to help you drive the sales process forward.

One thing you’ll notice about these sales questions: they don't need to be complex. Oftentimes the basics are all you need.

Sales Questions to Develop Rapport

Before buyers will open up to you about their needs and desires, they have to be comfortable with you.

Comfort (and trust) begin with rapport.

Building rapport is sometimes dismissed as a ploy to make a superficial connection with a buyer. You shouldn’t make superficial connections; you should make genuine ones. Genuine rapport sets the table for the rest of the conversation.

7 Open-Ended Sales Questions to Build Rapport 

• What did you do last weekend? Questions about off-work activities give you insight into what matters to your buyer. You’ll learn about kids, pets, hobbies, passion projects, and more. People appreciate it when you ask about these things during subsequent conversations, too.
• What’s going on in your business these days? Asking about business in general seems broad, but buyers will often rattle off a few things that are most important to them, giving you ideas for cross-selling and up-selling later. It also shows buyers that you’re curious and want to know what’s going on beyond your particular sale.
• How have things in your business changed given [insert an industry event]? Industry-impact questions demonstrate your familiarity with and interest in the buyer’s business beyond simply stating, “Yes, we’ve worked in [industry].”
• It was good to hear the short version of your background at the meeting, but since we’re out for lunch, I’d love to get the long version. What’s your story? People love talking about themselves. If you’ve already done the 20,000-foot-overview talk, asking for more details shows you’re truly interested in learning more (but only if you do it genuinely).
• I have to say, I really like the way you don’t just have your values up on the wall like every company, but you have all the comments from your team about what the values mean to them. How did you all come up with that? I’m guessing you learned a lot about your company and team. Thoughts? Knowing your buyer’s leadership style and more about the company’s culture will give you a better idea of how to communicate with the team during the sales process and when you start working with them. It also shows that you’re attentive and genuinely interested in them. This is just an example—the idea is to ask about something that truly intrigues you.
• You mentioned you want to retire in a few years. What are you thinking of doing then? Like the weekend question, a question about the buyer’s future will help you understand what’s important to them and what they’re passionate about when they’re not working. It will help you relate on a personal level and find common ground. After all, people buy from people they like.
• What were you doing before you were at this company? Your buyer’s career path may come in handy because it will give you a sense of where they’ve been and where they’re headed. In some cases, you may discover that a buyer pivoted in their career, which is a great opportunity to ask more questions.

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Sales Questions to Discover Aspirations and Afflictions

Most sales advice suggests that you must first uncover the “problem” or “pain”—afflictions—to sell products and services as solutions to needs.

This advice too often drives sellers to employ find-out-what’s-wrong-and-fix-it thinking.

The sellers most successful at creating opportunities also focus on the positives—the buyer’s goals, aspirations, and possibilities the buyer doesn’t even know exist. You must ask questions that uncover both aspirations and afflictions.

10 Open-Ended Sales Questions to Uncover Aspirations and Afflictions

• If, at the end of this hour, you looked back and thought ‘that was an hour well spent’ what would we have covered? What better way to run a meeting than to make sure you cover exactly what matters to the buyer? Plus, this question gets to aspirations and afflictions for the meeting, which ensures you’re not only focusing on pain points.
• Why isn’t this particular technology/service/product/situation/issue working for you right now? Many buyers are willing to talk to sellers because something they’re doing or using right now isn’t working for them. It’s important to know what you’re up against.
• Many of our clients report problems with A, B, and C. How are these areas affecting you? What do you think about them? This is another great way to establish expertise and industry credibility. It also asks the buyer to think about their challenges in a different way or consider challenges they hadn’t identified previously. The idea is to ask specific open-ended questions that show you know the area well.
• What’s holding you back from reaching your revenue (or profit, or other) goals? Learning about obstacles early in the conversation is imperative. If the buyer believes an obstacle is insurmountable, it’s up to you to show them why it’s not and how to get past it.
• What goals and objectives do you have in general for your business? For this particular area? Finding out about your buyer’s hopes, goals, and aspirations allows you to focus on the positives during your conversations and uncover needs the buyer hadn’t previously considered but should.
• (Assuming they set the meeting) Why did you ask me to talk with you today? You may already know why the buyer set the meeting, but it doesn’t hurt to revisit the question to make sure you’re on the same page. It’s also possible there have been developments since the meeting was set, so it’s useful to see if there are any updates.
• (Assuming you set the meeting) As I mentioned earlier, I’d like to share a few ideas that have helped our clients succeed in the X, Y, and Z areas. Before we get going, by the time we’re done with this meeting, what else might you like to cover? It’s possible the buyer had something else in mind when they accepted the meeting with you beyond your intentions. This is a good way to check in before you start talking to ensure the meeting is as valuable as possible.
• What’s your sense of what needs to happen to improve that/make progress here/change that? Knowing your buyer’s perspective on the situation and how they think it can be addressed will give you an idea of things like company culture, how receptive they’ll be to your ideas, how to frame your solution/service/product, etc.
• What kind of opportunities do you see for improvement in this area? This is a great question to uncover both aspirations and afflictions. By getting the buyer to articulate the opportunities for improvement, they're likely to talk about both the problems they have in this area (afflictions) and their vision for what it could be like (aspirations).
• What have you done in the past to address this issue/try to reach this goal? As you’re formulating your solution, you don’t want to suggest something the buyer has already tried and failed. You either want to build onto what they’re doing or change it altogether, neither of which you can do without this question.

Sales Questions to Demonstrate Impact

You must demonstrate to the buyer how working with you is going to improve their world. What are the personal implications? Business ones? Help the buyer see the impact of your work together.

6 Questions to Make the Impact Case in Sales

• If you could overcome these challenges, what would happen to your company’s financial situation? You need to get the buyer to quantify the impact of working with you. It’s one thing to tell the buyer that, on average, you’re able to save your clients $250,000 in operating costs. It’s another for them to do the calculation themselves and see the impact on their business.
• If you were to make this happen, what would it mean for you personally? The more of a stake the buyer has in seeing the results realized, the more buy-in you’ll get, and the more likely the buyer is to support you internally. Beyond financial impact, you want to help the buyer look good. For example, maybe your project will help the buyer get the promotion they want.
• How would implementing these changes affect your competitiveness in the market? Maybe your project will help the company grow market share, become more profitable than competitors, or be more innovative in their market. Whatever it is, you need your buyer to articulate how working with you will give them a leg up over their competition.
• What won’t happen if you chose not to move forward with this? When urgency to move forward is an issue, ask what won’t happen. The buyer likely already knows what won’t happen, but saying it aloud to you makes it more real. You don’t want to scare the buyer, but creating fuel for action can be helpful.
• How do you think the board of directors would evaluate the success of this initiative? Knowing the metrics by which your work will be judged is the first step to success. By knowing these ahead of time, you’re able to put systems in place to track them from the get-go.
• If you don’t solve [insert the challenge here], what kind of difficulties will you face going forward? Again, looking at the cost of inaction can create fuel for moving forward. This question is also helpful as buyers start trying to piecemeal your product/solution.

Sales Questions to Define New Reality

One of the greatest difficulties in sales is helping the buyer understand exactly what they get when they work with you. You need to paint a compelling before-and-after picture of what you will achieve by working together.

You can only do this when you know what’s truly important to the buyer, which is going to be different for each one.

8 Open-Ended Sales Questions to Reveal a Buyer’s New Reality

• If you were to wave a magic wand to make it 3 years from now and this all works out, how will things be different? Your part of an organization’s 3-year plan is likely a small one, but getting the whole picture will both get your buyer excited about the possibilities and help you see where else you might work together.
• (In early sales discussion) You mentioned you’re not having a good experience with your current provider. If you work with us, what are you hoping will be different? Especially in your efforts to unseat an incumbent, you want to know what’s not working now to formulate a plan to be different/better. This will also give you an indication of the buyer’s expectations.
• (In later sales discussions) Given all we’ve talked about, what do you see as being different if we were to move forward together? This question gets the buyer thinking about change and envisioning the future possibilities.
• What does success look like for you, personally? Having the buyer vocalize how the success of the project would impact their personal life and/or career creates excitement and generates additional buy-in. After all, people buy with their hearts and justify with their heads. You need to appeal to both.
• What does success look like for your business? It’s important to know how buyers are going to evaluate the success of your initiative. In painting your picture of the new reality, you need to clearly define what that end goal looks like for their business, for them personally, for the project, and for your relationship working together. Don’t make assumptions here. Get the buyer to articulate their future state both from a rational and emotional standpoint. This question, and the next few, help buyers articulate this vision.
• What does success look like for this project? Establishing success metrics is important before you start, but you also want to make sure your buyer has realistic expectations for the results you can achieve.
• What does success look like for us working together? Your primary contact is most frequently your Champion—the person who will help you navigate their organization and push the initiative forward. Establishing a strong relationship with them is essential for success.
• If there were no restriction on you—money, effort, political issues, and so on—what would you change? Can you tell me why you say that? A question like this indicates what’s most important to the buyer in this situation and gives you an opportunity to help them get there even with the stated obstacles in the way.

Sales Questions to Generate Insights

Powerful sales questions can also be used to disrupt buyer thinking and to get them thinking differently. We call this insight selling .

Many people think insight selling is about educating buyers through presentations. They’re about half right, but without the other half, they’re missing out on the full impact of insight selling. 

The missing link is asking insightful questions that disrupt buyer thinking. If you can change a buyer’s perception of what’s true and what’s possible, you can influence their agenda for action.

8 Powerful Questions for Insight Selling Success

• Why? (Why is that your strategy? Why do you say that? Why do A vs. B?) By asking why, you're asking buyers to justify something. If they can do so convincingly, good for them! But oftentimes they can’t. This opens an opportunity for you to help.
• How? (How do you see this panning out? How do you think you need to proceed so this becomes a part of the culture? How might you avoid the common challenges like X, Y, and Z?) “How” questions help the buyer start thinking about the new reality. Sometimes they have strong reasoning for why to do something, but they don’t have a strong plan for how to get it done. When you help buyers think about the how, it helps them avoid problems and develop plans that will make everything work better. How questions can be very powerful for generating insight.
• What have you tried that hasn’t worked? This question will help you understand buyers' thinking and help you see the gaps between what they know won’t work and what you know will.
• Have you considered A, B, C, etc.? If not, why not? You may find out they did, but didn't approach it right, or didn’t know about a new advancement in the area. Maybe they didn’t know better options existed. You can bring them to the table.
• If I said I believe you might have under-invested to achieve this outcome in the past, what would you say? When many buyers try to do something the first time, they look to cheaper options. Then those cheaper options fail. This kind of question can push buyers out of their comfort zones. They might say, “Well, what should I have done?” Or, “The ROI wasn’t worth spending more.” Most answers give you opportunity to bring insight to the table.
• What do you think is possible? What’s possible for action? What’s possible for solution choices? Whatever you find here gives you the chance to alter the buyer’s perception.
• How do you know that? Here you are testing the buyer’s assumptions. This can be tricky, but thinking critically together helps to broaden their perspective and consider other possibilities.
• What do you think is missing? Once you open the buyer’s mind to other possibilities, questions like this may spark additional ideas or considerations.

Closed-Ended Sales Questions for Diagnosis

Much sales advice tells you to avoid using closed-ended questions. Closed-ended questions have a time and place and can be very powerful.

Closed-ended questions can be great for diagnosis and ruling things out. After any closed-ended question, use one of the follow-up questions to get the buyer to continue talking.

4 Closed-Ended Sales Questions to Refine Your Solution

• Would you say all your customer service reps are using the technology to its full ability? This question is all about finding holes in the buyer’s operational processes and isn’t limited to reps and tech. Replace with “project managers” and “building materials” and you have a different conversation with a different buyer.
• Should your team be doing more of X? Like many of the questions in this area, if they say yes, you can explore this further. If they say no, you can do the same. Push the buyer with questions that get them to question their initial response.
• Do you think you’re doing all you can in [insert area]? Maybe they are. Maybe they aren’t. But this question coupled with a follow-up question will challenge them to deeply consider their efforts.
• Do you think [insert area] is a problem for you? If they say yes, you can explore. If they say no, same thing. You can push them with questions that get them to question their initial response. As the expert, you’ve seen what problems other companies in their space have. This question both establishes you as knowledgeable about their industry and exposes potential pitfalls.

Follow-Up Sales Questions for Elaboration

Follow-up questions provide a power boost to your sales questioning.

These three open-ended questions alone can instantly uncover a remarkable amount of valuable information.

3 Open-Ended Sales Questions to Keep Buyers Talking

• How so? Understanding the buyer’s perception of a situation will not only give you further insight into how to address it, but also a glimpse of the buyer’s thought process.
• Can you tell me a little more about that? Whether you don’t understand, want to know more, or think there’s an opportunity in this area, digging a little deeper will give you the clarity you need.
• Why? Yes, this is listed twice (see #32). Asking “why” a few more times can open the door for new insights as you get to the underlying cause of the problem. This allows you to create a better, more durable solution.

Process, Page, and Perception Sales Questions

There are four kinds of sales questions: problem and possibility, process, perception, and page. We’ve already covered problem and possibility. To win sales, you also need to know what the buying process is, what the buyer’s perceptions are, and whether you’re on the same page.

4 Questions for Buyer Alignment

• (Process Question) If we get to a point where we move forward together, who on your side would need to be involved to make sure we can get this project underway? If your contact isn’t a decision maker, or is only one of a team, this is where you find out who the other players are and work on getting in front of them.
• (Page Question) We just covered X, Y, and Z over the last 15 minutes. To summarize the key points [insert summary here]. Did I capture the essence right or am I missing anything? This is a good practice for any meeting to ensure everyone is on the same page but is especially important in sales to confirm you understand the buyer’s situation correctly.
• (Perception Question) Just checking in as we’ve been working on this for a few weeks now. How are you feeling about how things are going? Are we on the right track? While you may think things are going smoothly, the buyer may have a different idea of how things are going right or wrong. Asking this regularly allows you to stay on the right track or course correct if necessary.
• (Perception Question) Is there anything not sitting well with you? With our process, our offering, how we’re interacting...anything that gives you pause about moving forward? Again, this will give you an idea of the buyer’s perception of how things are going, but also may uncover hidden objections.

The Best Sales Conversations Balance Advocacy & Inquiry

Sometimes all you need is to ask one question and the buyer will share all the information you need to help them. More often, you need to make several lines of inquiry. Don’t overdo it, though. You don’t want to make your buyers feel as if they're on the witness stand.

Don’t forget that the most powerful sales conversations tend to balance inquiry (asking questions) with advocacy (talking, educating, giving advice).

Coupled with strong advocacy, the 50 sales questions shared here will help you connect with buyers, uncover needs and opportunities, communicate the impact, and demonstrate your value by pushing back and getting buyers to think in new ways.

These are all essential elements to winning sales consistently.

Tools to Lead Buyer Conversations

Share new ideas, challenge buyer assumptions, and build value with the resources in this free toolkit.

Topics: Sales Conversations

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23 Foolproof Sales Presentation Tips to Help You Close More Deals

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To see what Databox can do for you, including how it helps you track and visualize your performance data in real-time, check out our home page. Click here .

Are you intimidated by sales presentations and not sure how to best prepare for them?

Should you talk formally or informally? Should you talk about your product, or not talk about your product at all? What are the best practices to ensure every sales presentation results in, well, sales?

You’re not alone. 

Nearly 57% of B2B prospects and customers feel that their sales teams are not prepared for the first meeting.

While sales presentations can seem intimidating the first few times you participate in them, once you get the hang of them and create an efficient, thorough process, you’ll be able to glide through them a lot easier and a lot more successfully.

In this guide, we’re going to discuss,

• What is a sales presentation?
• 6 types of sales pitches and presentations.
• What should be included in a sales presentation?
• 23 sales presentations tips to help you close more deals

So let’s dive right in.

What is a Sales Presentation?

A sales presentation is similar to an in-depth sales pitch where companies promote a product\service they’re trying to sell to potential clients.

However, it’s usually more complicated and comprehensive than a regular sales pitch. There are multiple PowerPoint presentations involved , meetings, and lots of prior prep time to ensure you’re hitting all the right persuasion notes. 

Related : 12 Most Helpful Sales Report Templates for Teams

6 Types of Sales Pitches and Presentations

Contrary to popular opinion, a full sales presentation is not always necessary or even appropriate. Different situations call for different types of sales presentations and different approaches to selling your product\service.

There are several important sales presentations and pitches that all sales representatives and companies should be well versed in. Let’s take a closer look.

• The one-word pitch
• The social media pitch
• The elevator pitch
• A full-blown sales presentation
• Written sales presentations

Related : 42 Free Sales Dashboard Templates For Tracking & Improving Sales Performance

The One Word Pitch 

Can you boil down your brand’s value proposition to one word? Just like Google’s one word is ‘Search’ and Barack Obama’s was ‘Hope’, what’s your brand’s one-word pitch?

The Social Media Pitch

Sales reps using social selling are 50% more likely to meet or exceed their sales quota. 

With over 3.5 billion social media users worldwide, companies need to have a concrete, pithy sales pitch for their social media profiles. One that not only instantly tells your social media followers and potential customers what your brand is all about but can also withstand the test of ever-changing algorithms. 

An elevator pitch is a quick speech that instantly tells your potential clients what your brand’s all about and what solutions you offer.

It works especially well when you’re not formally trying to close deals, such as during networking events and similar functions. It can also be used during cold calls. 

A Full-Blown Sales Presentation

A full sales presentation usually happens in a meeting room with 1 or several clients and includes PowerPoint presentations slides , sales decks, handouts, and a fully prepped team. It also requires a value-heavy pitch, solutions your company is offering, and so on. 

Written Sales Presentations

68% of B2B businesses use landing pages to garner a new sales lead for future conversion. 

Written sales presentations, like landing pages, are getting really popular in this digital-first world. A high-converting written sales presentation usually starts with addressing the problem and presenting its solution, and outlining the benefits of the brand’s product\service. And the best sales pages have several complimentary graphics accompanying the text, as well. 

Webinars are sales presentations conducted via the internet. Usually conducted in real-time, it gives interested prospects the opportunity to get their questions answered on the spot, and similarly, it helps brands persuade prospects to convert.

What Should Be Included In a Sales Presentation?

An effective sales presentation should focus more on the benefits and solutions it offers, instead of its product\service’s features. 

After all, 88% of executive buyers want a conversation, not a presentation

Your sales presentations should also consist of:

• Testimonials from previous clients and customers
• Data, like graphs, charts, quotes, backing up your claims
• Customized content targeted to your prospective client
• A call to action, which usually includes next steps for the clients

Related : SMART Sales Goal Examples from 30+ Sales Professionals

23 Sales Presentation Tips to Help You Close More Deals

Now we’re on the most exciting part – tips and tricks to close more sales deals. To help you ace your next sales presentations, we asked 42 sales pro their best sales presentation tips. 

And here’s what they said.

Express your interest in working together

• Give hard copies of the sales presentation 

Leverage stories

Encourage questions, highlight case studies, make data a part of your presentation, outline your value proposition, follow up with your prospect, prepare yourself and your team, highlight client’s goals.

• Incorporate videos

Drive the no’s

• Don’t hard sell

Prime your prospects before selling

Solve your prospects problems, wear your confidence.

• Personalize it for your client

Know their competitors

Keep it succinct.

• Make it conversational
• Sell your brand, not your product

Demonstrate your product\service

End with a clear cta.

Related : The 37 Sales KPIs Every Sales Leader Should Be Measuring

PRO TIP: How to Set SMART Goals for Your Sales Team’s Performance

To decide which goals meet the SMART criteria, sales managers need to look at sales analytics for their teams and monitor sales KPIs, for example:

• Average Time to Close Deal
• New Deals Amount
• Number of Customers
• Average Revenue per New Customer

Based on these metrics, and in light of other revenue-based and activity-based goals, you can identify and set desired goals for future performance, but how to get this information?

Now you can benefit from the experience of our sales experts, who have put together a great Databox template showing an overview of your sales team’s performance. It’s simple to implement and start using as a standalone dashboard or in sales reports, and best of all, it’s free!

You can easily set it up in just a few clicks – no coding required.

To set up this Sales Analytics Overview Dashboard , follow these 3 simple steps:

Step 1: Get the template 

Step 2: Connect your HubSpot account with Databox. 

Step 3: Watch your dashboard populate in seconds.

“Too often we just assume that, of course, the leads or prospects we’re reaching out to, or following up with, know that of course, we want their business. 

We don’t explicitly tell them, though, and that can be a very powerful thing to do. Something as simple as: ‘I’m really hoping to have the opportunity to work with you ,’ can make a big difference. It’s worked for me!” Explains Linda Pophal of Strategic Communications .

Give hard copies of the sales presentation

Dustin Singer of Dustin Buys Houses shares, “One of our most effective sales presentation techniques for increasing conversions is on top of giving an excellent presentation, we leave the client with a print presentation. This presentation goes into detail about who we are, what we do, how we can help them, the steps and process of working with us, and what next steps would be if they decide to work with us. 

This also includes their offer price, and terms and details of the proposed contract along with all of our contact information. It allows us to leave our sales presentation with them, so if they don’t convert over the initial meeting, we impress them with important information for the client to refer to as we work them through the sales funnel. 

We’ve received feedback about how our print presentations presented us as more professional than our competitors, and they felt more comfortable with working with us because of it.”

You can also turn that hard copy into an engagement exercise for your prospects. 

As Jeff Brandeis of Brandeis Training Solutions explains, “When presenting remotely, we typically provide a PDF that has incomplete sentences. We encourage people to fill in the blanks. People remember things when they write things down. Providing them a template to fill in separates our presentation from others.”

“Tell a story. No one wants to listen to stats on every slide. And your prospects can see right through your ‘visualize success’ ideas.

Instead, include a narrative with characters, setting, and plot. Make sure your prospects can empathize with the character. THEY need to be the hero—not you.” Says TJ Kelly of FreeDrumlineBeats.com .

Bradley Keys of PatchMD explains why stories work so well. “Stories give us an emotional connection, and it will be more effective if it is relatable to their situation. Share stories about how your products worked successfully for your clients. It is one of the leading sales strategies to help you improve your presentation and close deals. Statistics are useful, but make sure that it is not overwhelming – they are easily forgotten. Learn to play emotions when presenting as it helps to become more personal.” Shares Keys.

Nathan Binford of MarketChorus explains the benefits of using The Challenger Sale, a sales presentation methodology based on selling through constructive tension. 

“Learn and use a sales presentation methodology like The Challenger Sale to craft a compelling narrative every time you build a pitch. I’m a big fan of The Challenger Sale specifically because it forces you to ‘walk in your prospect’s shoes’ and emphasizes the importance of shocking your audience out of status quo thinking and into a receptive state.” Says Binford.

Luke Smith of We Buy Property In Kentucky recommends, “After your presentation, allow questions to be asked. As the customer or client gets the answers that meet their needs (for us – they layout terms they need for us to buy their house), I will say, “It sounds like we have a rough outline for a deal. What would you like to happen now?”

More often than not, they ask me about signing a contract to get everything started. This has allowed me to close numerous deals without the awkward transition to the close. The buyer is closing me rather than me pulling them to the closing table.”

The best way to encourage questions is by adopting the 60-second rule.

“To be more effective during a sales presentation, you must consider this — the 60-second rule. It’s simple; all you have to do is NEVER speak without entertaining questions or interruption for more than a minute.

Ditch your monologue and stop bombarding your audience with information. If you have been talking for more than 60 seconds without any interruption, it is most likely that your audience is no longer interested.

Keep in mind to engage with your audience throughout your presentation. Try to incorporate open-ended questions within your presentation to keep it conversational.

It’s easy to keep talking but always pay close attention to when to stop. By following this tip, you will increase your chances of securing deals.” Explains Dan Nolan of Camping Console .

“Drown your prospect in successful case studies for businesses like theirs. That’s my number one sales presentation tactic. It should be so obvious that you’ve done the work before, you’ve transformed situations from bad to great, and you’re certain you can do the same for them if they buy. 

For example, if you’re a B2B sales organization with a software company on the call, show them three case studies of the work you’ve done for other software companies. By doing you, their confidence rises and the doubt. that so often stops a sale, goes away.” Shares Brian Robben of Robben Media .

Brandon Amoroso of electrIQ marketing shares his experience of closing sales deals by highlighting success stories. Amoroso says, “Demonstrating our success rate at the end of a presentation through different case studies has helped our company demonstrate our knowledge in the marketing field.

We showcase studies that resemble the potential client and show them some of the ways we will carry out duties if they choose to partner with us. In doing this, we reassure them that they will be diligent with our time, communicate with them constantly, and work towards getting similar or greater results than those shown in the case study.”

Catriona Jasica of Top Vouchers Code agrees and believes success stories are essential to closing deals. 

“It takes real skills for the salespeople to be efficient enough and close a deal through their presentation. One of them is sticking to your success stories.

Sharing the statistics is surely vital to show your company’s growth, but your attendees are most likely to forget those figures. What will stick to their minds are the success stories you share in the presentation.

Let them know about your product and how it has worked wonders for your company and helped it flourish. Think of a compelling story, present it, and build an emotional connection with the clients. This undoubtedly helps you outstandingly to close the deal in the end.” Says Jasica.

Growth Hackers ’ Jonathan Aufray agrees and adds, “To increase your probability of closing a deal, you want to show your prospect how your solution helped similar people/companies in their industry. Showing them a case study on what you implemented, achieved, and accomplished for another client is definitely one of the best sales presentation techniques out there.”

David Garcia of ScoutLogic believes data is as important as success stories to seal the deal. “The most effective sales presentation technique that increases your chances of closing a deal is a quantitative analysis demonstrating the economic benefits of your solution. If you are running an enterprise sales cycle, by that point, you should understand the client’s pain points, the client’s personal win, and should be able to articulate the unique economic value only your solution will bring.” 

Trenton Erker of Clarity Online advises sales presenters to “Know the numbers in your industry and theirs. It’s compelling, authoritative, and adds to your charisma, your product/service, your company, your industry, everything. People trust industry authorities. They’ll also know you care.”

Susanne Pope of Whiterock Locators agrees with the two and says, “Including succinct and relevant data to drive your point across is one of the most effective presentation techniques that will increase your probability of closing a deal.

Anyone can make bold claims, but having the data to back up those claims will drive the nail in the coffin, so to speak. It’s also important that the data you’re presenting is clearly communicated in its relevance to the goods/services you’re pitching.

If you have data that the audience cannot make sense of, your odds of closing lessen. You also want to ensure you don’t overload your audience with data. The most critical data sets will do, but always be prepared to present more data should someone in the audience ask for it.”

Greg Taft, a Realtor , shares, “I would say the one item that gets me the most traction both from my pitch books from my private equity career and in my listing presentations to clients selling their homes is a strong value proposition.

The value proposition needs to be tangible and measurable. It is hard to put a number on intellectual property or intangible assets, but you have to. As an example, you can talk to a home seller about selling their home, but why are you the right agent for them?

You have to show that you are better than average, whether that be your homes are selling for more than they are worth, or your full marketing package is selling homes x days faster, etc. If you are just average, they will just shop for the cheapest rather than the most value.”

“Fundamentals win championships, and the same goes for sales professionals when they’re working to gain a new client. If there was one piece of advice I’d bestow upon someone new to the sales profession, it would be to follow up with your prospect . 

48% of salespeople never follow up with a prospect. Only 25% of salespeople make a second contact. Those alarming numbers, especially considering that 80% of sales are made between the fifth to twelfth contact. So if there was one technique that will increase your close rate on a macro scale, it would have to be to follow up with your prospect.” Explains Evan Donahue of JMJ Phillip .

Related : 36 Practical Tips for Writing A Great Sales Follow Up Email

When asked the most important sales presentation tip that helps close more deals, Nathan Bliss of Kinsta says,

“Prepare. There is no replacement for being prepared to go into a discovery or demo call. Know all that you can about that potential customer and their business. Make some assumptions about what you think might be important to them based on your experience, but test those assumptions with effective questioning while you are on the call.”

“I always state the potential client’s goals before I go into anything. They’ve told me what they want to achieve in a pre-call, but I reiterate that in my words, while I also hint at how we’ll get there by way of our services. Then I ask them, ‘Are we in agreement?’

If we don’t establish that agreement before I start the rest of the presentation, we can run into many swings and misses during the rest of the presentation.

That question helps me understand that my pitch is spot on, or tells me if I need to pivot some of my discussion points or commentary that are coming in the next several slides.” Shares Tracy Beach of Portent .

Incorporate videos 

“One unique and effective technique I use to help me close more deals is creating asynchronous video content, also known as recorded video, video messages, screen shares, or video voicemail.

By using a free screen-share or recording tool like Vidyard, you can turn your bland ol’ slide presentation into an interactive video that explains all the details that the recipient needs to hear.

Instead of the old methods of sharing PDF’s and hoping your customer champion will sell your pitch internally (which can become a risky game of telephone), instead, turn that PDF or presentation into an interactive video and send it via email (or any other channel) to your recipient.

This ensures that your message is heard the way you intended it to be heard. It also gives the recipient a simple way to float the video around to the decision-makers within their organization so they can get buy-in to push deals across the line. Think about using asynchronous videos to explain proposals, quotes, customer stories, demos, etc. Video works!” Says Jacob Fernandes of Vidyard .

Deepak Shukla of Pearl Lemon Sales agrees and adds, “A growing trend in sales and marketing is Explanation Videos. Expounding on your product’s value in a down-to-earth, relatable way helps build personal connections with potential clients.

It also prevents user bounce rates and increases your SEO ranking – meaning your client finds you easier and is more likely to stay on your page. All of these things contribute to vastly improving your chances of closing that sale!”

“I have found asking questions to drive the ‘No’ instead of the ‘Yes’ leads to more sales. By asking questions, the prospect has to answer ‘No’ opens up the door to get the ‘Yes’ at the close.

The ‘No’ questions are designed to get the prospect to tell you where they are coming up short or items they are missing. Asking these questions and actually listening will give you the upper hand when going through your sales conversation by letting you know their pain points without asking the standard ‘Yes’ questions.

So switch the way you direct your conversations from the ‘Yes’ questions to the ‘No’ questions, and you will see more success at the closing.” Explains Eric Bergman of Serendipit Consulting

Don’t hard-sell

Boxroom Office ’s Neil Roach believes that hard selling never works in a sales presentation. 

Roach says, “People know when they’re being sold to. Instead, your focus should be on solving whatever problem that person has and the most affordable way for them.

Far too many salespeople are trained to go in hard and basically talk the prospect into submission.

That approach shows a lack of finesse and a real lack of understanding of human psychology. Basically, it’s the path to most resistance, by its very nature.

The salespeople I’ve trained always focus on what the customer needs but rarely what the customer wants. If, for example, a customer wants a $1,000 smartphone, you should ask them what they need it for? If it’s “…just for calls and texts,” guide them to something more affordable.

That will cause one of two outcomes.

• 1. The customer will either buy the $1,000 phone on the spot because they know you’re not trying to strongarm them.
• 2. They’ll buy the cheaper phone, but tell everyone they meet how helpful you were and didn’t try to push the sale on them.

Either way, your business, and your reputation, and your sales figures will benefit.”

Lauren Shroll of Outside The Box opines, “When you work from specific questions and comments that put pressure on that meeting to convert, your leads who are not specifically in that small percentage of users ready to convert at the time of the call, are going to be turned off to a conversation that is already primed for someone who wants to buy.

Your ideal sales conversation should prime the user to buy, both at the time of the call and in future retargeting, by including invitations.

This means that you are inviting the user to share their concerns, preview the product, opt-in to email updates, and effectively gear the user to feel that it’s a perfect fit for their specific needs.

This is the case even if they are converting in the next 12-24 months. Your conversation should aim to make the user feel that they are comfortable making a purchase decision, but not necessarily focused on the present moment.”

And did this strategy work for her? 

Shroll shares her experience and adds, “Using this approach has helped massively with one of the software companies I work alongside.

Even in the midst of a pandemic, we have enrolled three major clients in a program that equated to several hundred users.

The reason? We primed the sales call toward “continuing the conversation” to fit our leads at any stage of their buying journey.

A conversation that started as a sales call twelve months ago turned into a neatly closed deal in the most uncertain of times to achieve an amazing return on investment.

If you do include a quote in your story, please let me know when it’s published so that I can promote it across social media channels.”

“The most effective sales presentations that help us close deals all follow one formula: Educate the prospect on a pain that they have, leverage data that is unique to them to support the pain point, then solve the problem.

If you are using a sales deck, it should follow this framework without talking about your own product until the solution section.

If you are doing a live demo, you should break this same approach into sections based on the solution you are providing.

And every solution should first be teed up by education, specific pain for the client, then solution.

Following the formula in every presentation is the key to closing.” Says Zach Rego of Unstack .

Samantha Kohn of AutoVerify recommends taking a customer-in approach in your sales presentations. “You can increase your probability of closing a deal by taking a customer-in approach (rather than a product-out approach) in your sales presentations.

Instead of starting by explaining how great your product is, consider beginning with a discussion of the pain-points your customers are trying to solve.”

Osiris Parikh of Lilius says one of the most important sales techniques is to tailor solutions to the needs of a prospective client. Parikh explains, “Asking questions and showing genuine interest in helping them, rather than seeming like a robot reading from a script, allows for greater rapport and ultimately better solutions aligned to their situation. The chances of a sale only increase from there.”

Lynell Ross of Education Advocates agrees with them and gives some practical tips. “Stress how your product or service will make your customer’s life easier.

Most customers are stressed out and have a million things on their plate. Just as important as the money they’ll save by going with you or the upgrade in quality they’ll achieve is the ease with which they’ll do it.

Even if not relevant to your product or service’s substantive qualities, stress the importance of how your company or service will remove work and time from the customer’s plate, streamline their processes, and make them more efficient.

Reference the type of lift similarly positioned customers have experienced, and use data for that where available.”

“When presenting pitches to potential clients, confidence is everything because you are what you’re selling. How you handle yourself is as important as the presentation itself.” Says Jolene Caufield of Healthy Howard .

And the best way to do that is by showing your stuff. 

Adam Smartschan of Altitude Marketing explains, “Do your research and present it in an attractive fashion. The more you show you know your stuff, the more a prospect will be willing to work with you.

Don’t just tell them their competitors are doing it better. Show them what their competitors are doing, and explain why – then tell them how you’ll help them win.”

Richard Latimer of Veritas Homebuyers explains what works best for him in sales presentations. “The best presentation technique that I employ frequently is physical cues. This includes my posture, use of hands, eye contact, and tone of voice.

Having an upright yet relaxed posture helps make your counterpart feel at ease, using your hands helps illustrate your meanings, eye contact promotes trust, and your tone of voice should guide your counterpart through the presentation.” Shares Latimer.

Paige Arnof-Fenn of Mavens & Moguls also shares her experience and says, “Before a sales pitch I always take a few deep breaths and remind myself I know this topic well, I try to make eye contact with at least a few people in the room as I speak and share stories from my experience to make my points.

I also try to smile a lot. That usually helps me relax and get started, and once I start talking, I am usually good to go.

I have presented successfully virtually, too, via video, online, and phone. With social distancing video presentations are a popular reality now and should be treated just as important as face to face meetings.”

Personalize it for the client

“One important tip is to personalize your sales presentation for your customer.

Most presentations are all about the company presenting them, which is quite backward since the prospect really doesn’t care about you (sorry). They care about their business and their own goals.

In some cases, your audience will connect the dots between the solution you offer and the problems they have, but it’s much more effective to do your research ahead of time and connect those dots between your customer’s unique problem and your proposed solution inside of the presentation.” Recommends Spencer Smith of IRC Sales Solutions .

Syed Irfan Ajmal who is a Growth Marketing Consultant at Physicians Thrive , says personalization of any sales presentation is actually easier than it looks. 

He shared a sales presentation example that helped him to win a 5-figure marketing contract. He shares the following:

• “1. Provide a forecast (traffic, leads, revenue) based on existing keyword rankings data of the client.

This visual example shows how the client stands to earn $49K to $99K per month by applying only 2 simple SEO/Content-Marketing strategies. 

• 2. Provide a comparison (in simple tabular format) of the client with the top 3-5 of their key competitors.
• 3. Provide specific content ideas (personalized for the client’s niche) that they can employ to attract more backlinks.

This visual example shows the specific ideas meant for a company working in the Household Industry. ”

Knowing your client’s competitors, what’s working for them and what’s not can easily make or break your sales pitch. 

Lenny Liebmann says, “I do research on my prospective client’s competitors. I make sure to include a passing reference to one or more of those competitors in my press. That way, the client gets the sense that I really understand their market and their challenges — as opposed to just peddling them something based on some sort of questionably universal value proposition.”

Digital Debut ’s Deniz Doganay also recommends keeping a close eye on your prospect’s competitors. “Actually, take the time to look at leading competitors of your potential client and point out the things they are doing well and what you plan to do to best them. Be very transparent in your company processes and policies as well, so the client knows exactly what to expect when entering an agreement with you.” Advises Doganay.

Mike Charles of Lookout Lofts believes short and to-the-point presentations are always better. “The 9-minute rule! Keeping your presentation to 9 minutes or less is a great rule of thumb to follow for keeping your audience engaged. If you are using slides, do not spend more than 2-3 minutes on each slide. This number is based on research that has shown audiences start to lose their attention around minute 11.”

Make it conversational 

Edwin Rubio of Vapor Empire says, “The more conversational of a pitch, the less of a sales presentation it will feel like. Everything will come more naturally by having an open dialogue because you are building the trust and rapport that many need to feel engaged and comfortable with making a purchase.” 

Melanie Musson of CarInsuranceCompanies.net agrees with Rubio and adds, “Think about the presentation as a conversation. Keep the client engaged and actively involved in the dialogue. If you do the presentation as a monologue, you’ll risk losing their attention.”

Sell your brand, not just the product

“I could write paragraphs about this. I witnessed first-hand how a sales process when well executed, will allow you to position a very normal product as the best in class. It’s all in selling on the brand and the solution.

Presentations that focus on the features and what features will do to you are losing presentations, in my opinion.

In our internal training process, we have a whole day about ‘Establishing Mastery’. Sales peeps and engineers have to establish mastery right after positioning the brand. You position the brand by talking about your internal values, how you run your business, what your vision is. And yes, this is no BS cause what you’re doing here is establishing trust with the company in front of you that you will be able to solve any problem that arises just because you are running a good business.

And that’s the key; customers should be buying the brand and not the product. First-hand. Now, of course, your product should be a real, reliable, and sustainable product that lives up to the expectations.

Once trust in the brand is established, then you dive into establishing mastery by showcasing that you know the ins and outs of the industry you are solving problems for, you understand actual use cases.

Always pull examples about current clients you have that are similar to the prospects you’re speaking to. This helps with social proofing as well as indicating to the prospect that you’ve been there, done that.” Explains Bob Sabra of Hovi .

Quincy Smith of Mira advises businesses always to show how their product\service works during a presentation to close more deals. 

“I’ve had great success by demonstrating the tools we use to complete whatever project it is we’re pitching. For example, when we show clients SEO tools and how we actually have search data on what terms they could be targeting, most of them have no idea that type of information was out there!

Experience and reputation will get you pretty far, but if you can give a little over-the-shoulder look at how you will perform your job, then you can really stand out!” Says Smith.

Alexandra Zamolo of Beekeeper believes the same and adds, “It’s always best to showcase exactly how the product or software will actually work in the exact manner in which the potential customer intends to make use of it. While most examples are great to illustrate features, a demo with more customization to the user’s exact needs will always provide better results.”

And don’t waste all your hard work by not having a clear, targeted Call to Action at the end of your presentation. 

“Every presentation or post should end with a ‘Call to Action’. The action could be anything from scheduling a meeting to submitting a query/feedback or anything else you feel is appropriate. It is important because, after the sales presentation, people are influenced. So before giving them some more time to think, it is better to involve them in some action!” Explains Adam Rowles of Inbound Marketing Agency .

Wrapping up

Sales presentations are an essential part of scaling your business. There’s no escaping them. So embrace them and try to incorporate all these tips into your next sales presentations.

As Mudassir Ahmed of Blogging Explained sums up all of them and says, “Spend less time talking about your company profile. And talk about R.O.I, how your prospect will see a return on their investment with your deal. But don’t go way deeper, awakening their logical nerves by which critical debates could happen.

Give a glimpse and value touch by adding your customers’ success stories or even case studies. You make sure to get the prospect to see himself/herself in your story and talk about the value they would get. That’s probably called human-centric marketing, where you invoke prospects’ senses with an emotion.

It also helps budget-hesitant prospects to get clear insights about their investment and ROI and make a positive decision about the deal.

Do your research and be ready to impress the prospect with this factor. The key is to be conversational rather than presentational.”

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Sales presentations: templates, examples and ideas on how to present like a pro

A good sales presentation is more than a simple pitch, a demo or a list of facts and figures. Done well, at the right time in your sales process , it’s a tool for getting your prospects’ attention, drumming up excitement and moving prospects toward a buying decision.

In this guide, you’ll learn how to use the power of storytelling to drive decision-making and close more deals. We’ll also cover the fundamental elements of an effective sales presentation strategy, what to include in your sales decks and practical ideas on how to deliver them.

What is a sales presentation?

A sales presentation is a live meeting where your team showcases your product or service and why it’s the best option for your prospect.

Although the terminology differs from company to company, a sales presentation is not always the same as a sales pitch.

A sales pitch is what your sales professionals do all day long, on the phone, over Zoom or in person with clients.

A sales presentation (although it’s still a sales pitch) is a point-in-time event that usually happens when your sales team is trying to close a more lucrative deal. It’s not a simple phone call, as it often involves a meeting and a demo.

Because you’re likely presenting to a group of senior decision-makers and executives, sales presentations require ample prep time and coordination across multiple team members.

Key takeaways from this sales presentations article

Deliver effective presentations: Make your sales presentations compelling with storytelling, effective slide decks, tailored content and strong delivery techniques. Benefits of great presentations: Sales presentations grab attention, excite prospects and drive decision-making, helping close more deals by showcasing your product’s value. Pipedrive’s tools, including customizable sales dashboards and Smart Docs , help you create professional, tailored presentations that enhance your sales strategy. Try Pipedrive free for 14 days .

How (and why) to use storytelling in your sales presentation

Use stories in your presentations to help people remember and relate to your brand.

Statistics, facts and figures can help when you’re trying to persuade a prospect to become a customer, but they’re more impactful if you can frame them with a memorable story.

For example, tell a story about a customer who faced the same challenges as your prospect and supplement it with powerful data, they are more likely to listen and want to know more.

Human beings have a deep relationship with storytelling. Stories move, teach and, in a sales context, persuade audiences.

Chip Heath, a Stanford professor and the co-author of Made to Stick , demonstrates the importance of storytelling by doing an exercise with his students. He divides them into groups and asks them to deliver a one-minute persuasive pitch based on data he’s just shown them.

After the pitches are delivered, he asks the class to jot down everything they remember about them. Although most students use stats rather than stories, 63% remember the stories, while only 5% remember an individual data point .

The stickiness of stories makes them a useful tool for developing a sales presentation outline. They help prospects understand and remember the key points of the presentation and your product.

Thomas Dredge Sales Manager, Particular Audience

Start with a problem (and a deadline)

Your presentation is about the solution you’re offering your prospects, but it shouldn’t start with that solution.

Instead, lead with the problem your solution was designed to solve.

“ Value selling is key,” says Bradley Davies, business development at Cognism . “It is important to understand your buyer and tailor their journey to what you can do for them.

“First, you need to understand what is motivating them to have a discussion, which allows you to identify their pains and present how your offering solves their pains. Everything presented to a prospect should be based on the value for them specifically.”

You might choose to tell a story that positions your product as the hero, helping the customer vanquish a villain: their pain point.

Your story should be tailored to the pain points of the prospects in the room. For example, a change to their business, industry or the technology they use.

“If an element of your offering is not relevant, then don't distract them from the important features. It will keep them engaged and help to build their user story,” adds Bradley.

Recommended reading

Digging deep to determine customer pain points and make the sale

Create a sense of urgency around your product: It’s a solution to their problem, but if they don’t act now, they could miss an opportunity. Tell a story about what might happen if your prospect doesn’t change, framing the consequences of inaction.

Focus on outcomes

You’ve outlined the problem and, if you’re doing your job, your audience is nodding along. Now it’s time to start talking about the solution.

However, that doesn’t mean you should launch into the features and benefits of your product just yet.

Rather than presenting your product, a good sales presentation draws a picture of what life could look like for a customer once they start doing things differently. How will their workload or productivity improve? What will they be able to do with additional time and resources? How will they reduce spending and increase revenue?

From there, introduce your solution and the features that can make this brave new world possible. Do this in a few ways:

Position your features against the old way of doing things

Present those features as “superpowers” that will solve your prospect’s problems

Compare those features to competitors’ features

Quantify the value your features bring vs. the cost of doing nothing

Use a combination of some or all of the above

Creating a winning sales presentation slide deck

Most sales presentations include a slide deck to deliver facts, case studies and statistics that convey the value of your solution.

Create your sales pitch deck in an application like PowerPoint or Google slides to ensure your presentation is visible to everyone in the room (or in a virtual setting).

The best sales decks have a few key elements:

A great cover image or opening slide. Like the story you open your presentation with, your cover slide should grab your audience’s attention.

Data and key points . Charts, graphs, infographics, quotes and other information back up your presentation. Your slides should support your presentation by visualizing data, not repeating what you’re saying. You can get metrics from third-party sources or (if appropriate) from your own sales dashboard .

Testimonials and case studies from other customers. Quotes and success stories from or information about other customers, preferably in the same industry as your prospects, will act as social proof and go a long way to backing up your claims.

Competitive context. In all likelihood, your product isn’t the only one a potential customer is evaluating. Savvy sales professionals take the opportunity to proactively communicate how their product stacks up to their competitors’ and anticipate objections.

Customized content. While it might seem tempting to use the same content for every presentation, you should personalize your presentation for each meeting. You might want to use your prospect’s brand colors, find data specific to their market or industry, or reference an earlier exchange. You can find ready-to-use customizable sales decks through a graphic design app, such as Canva.

A glimpse into next steps. Give your prospects an understanding of what new customer onboarding looks like with a slide that includes a direct call to action offering next steps. For some companies, the training and customer support experience can be a value proposition in and of itself.

A note about text in your sales deck : Keep the slides simple and light on text. Your prospects don’t want to look at a wall of words to read. According to data from Venngage , 84% of presenters use visual data in their presentations – and for good reason: You don’t want to overwhelm your audience with text as they listen to you, look at your sales deck and watch the demo.

When you do include text, ensure you use a font (and font size) that can be easily read by everyone sitting in on your presentation.

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What else to bring to your sales presentation

Now that we’ve discussed the story elements of a sales presentation and your slide deck, what else should you bring to the meeting?

Most sales presentations are in-person affairs and include visual elements like a sales deck, handouts or even an in-person demonstration of the physical product. Here are a few things to think about including in your pitch.

13 examples of sales collateral you need to drive revenue

The product.

Nothing sells a product like seeing it in action.

Take Scrub Daddy, a sponge that changes shape depending on the heat of the water. When Aaron Krause, Scrub Daddy’s founder and inventor, presented the product on Shark Tank in 2012 , he demonstrated the sponge cleaning dirty kitchenware and greasy countertops. He also used bowls of water and two 10-pound weights to show the sponge’s amazing morphic abilities.

The tactic paid off: Scrub Daddy partnered with Lori Greiner for $200,000, in return for 20% equity in the business and is now considered one of Shark Tank’s most successful products.

Not all products are easy to demo, so you may have to improvise.

With a physical product, think of the perfect environment for a demo. What would show the product at its best?

With a digital product, make sure you have the technology on hand to show what your product can do (and check beforehand that the tech works). If it’s a mobile app, have your prospects download it. If it’s a platform, consider producing recorded or interactive product demos that can be embedded in your sales presentation.

For items that are too big to be brought in or which are location-specific, you may have to rely on a video as part of the presentation.

7 steps to putting together a brilliant sales demo

Leave behinds.

Depending on the nature of your solution, you may want to have materials you can leave with the prospects in the room.

This can be as simple as contact information or sales literature you pass out at the end of the presentation. It can also be something that’s part of the presentation, like a QR code that allows them to download the demo on their phones. Whatever format you choose, make sure the material is concise and to the point.

Tailoring your sales presentation to speak to your audience

Once you develop a strong sales deck template, it’s tempting to use it over and over with your target audience. Remember, personalization is essential in sales.

During lead generation , prospecting and sales calls, you know that prospects are more interested in buying if your pitches are tailored to them. It’s the same with your sales presentations, especially if you have an unusual prospect.

Let’s say your product is a CRM that’s normally used by sales organizations, but a human resources department is interested in using it to create a recruiting pipeline.

You wouldn’t use a sales deck with sales-related examples to sell it during the presentation.

Instead, you’d research talent acquisition challenges, ask your product department to create a template or a demo aimed at recruiting and build your sales deck accordingly.

Different industries have unique challenges and opportunities. It’s your responsibility to tailor your value proposition and key bullet points accordingly.

“To craft the perfect sales presentation pitch,” advises Danny Hayward, Sales Manager at Unruly , “ensure you take care of these three things:

Ask the right questions beforehand to understand the needs of the client, especially their flaws

Learn your product inside and out

Rehearse, rehearse and rehearse again

Danny Hayward Sales Manager, Unruly

How to nail your sales presentation delivery

Here are a few tried and true sales presentation techniques to make sure you close the deal.

Whether you’re presenting solo or as part of a team, it’s important to plan in advance. Follow these sales presentation tips for preparation.

Practice, practice, practice . You’ll need to get the timing right, especially if your presentation has a lot of moving parts. Go through it to make sure your timing works, so that you can nail the meeting itself.

Make sure everything works . You don’t want to go into a meeting with a faulty PowerPoint presentation or a broken sample – or find out there is no whiteboard when one is integral to your demonstration. Do your best to make sure everything goes to plan.

Decide on everyone’s roles . This one is just for those presenting as a team. Will different sales reps speak through each section? Will one rep talk while the others handle the sales deck and demo? Decide who will do and say what ahead of time.

Know your attendees. Make sure you know who from the prospect company will be in the meeting, their titles and the roles they each play in the buying process. Conducting light social media research can also clue you into attendees’ past experiences or alma maters (information that can fuel pre-presentation small talk and forge closer connections with your audience).

Practice confident body language

Presentations usually happen in person, which is why you need to practice strong body language. You want to look relaxed and confident (even if you’re shaking in your shoes).

Here are some ways you can improve your body language:

Eye contact . Make and maintain eye contact, even in virtual meetings. This shows people you’re interested in them and invested in what they have to say.

Stand up straight . Pull your shoulders back and straighten your spine; fixing your posture is an easy way to convey confidence. You’ll also feel better if you’re not hunched over.

Chin up. It’s hard when you’re in front of people, but don’t look at the floor or your shoes. Face straight ahead and make eye contact (or look at the back wall rather than the floor.)

Have a firm handshake. Some people judge others by their handshakes. Offer a firm handshake to make a good first impression.

Engage your audience

Presentations can span 30 to 60 minutes or more, so you need to be able to hold your prospects’ attention. There are a number of ways to keep everyone interested:

1. Understand your audience’s attention span

The beginning and the end of your presentation are the most memorable, so that’s where you want to use your strongest material.

Rather than leading with your product’s features, use the first few minutes of a presentation to briefly introduce yourself, and share the compelling story we mentioned earlier. If your demo itself is compelling, lead with that.

Then talk about product features and pricing. Your prospects might have already researched it or can look it up afterward, so it’s fine that it’s occupying real estate in the middle of the presentation.

Lastly, finish strong. Return to your story, sharing how your product solved an important problem. Close with confidence, and open the floor for questions.

2. Be funny

Humor can be tricky, so if you’re not comfortable making jokes, don’t force it. If, however, humor is part of your brand voice and you think it will be well-received by your audience, go for it. Humor can be a good way to connect with prospects, make your presentation memorable and relax everyone in the room.

3. Use a little showmanship

The best thing about a sales presentation is that it lets you show off your product. Unlike a pitch, a presentation lets you pull out the stops, make a splash and showcase your solution.

Use this to your advantage and be as memorable as you possibly can.

Sophie Cameron Business Development Representative, CAKE

What to do after the sales presentation to close the deal

The sales cycle isn’t over when the sales presentation ends. Here are some tips on how to wrap up loose ends and close the deal.

Take questions

Encourage questions to show prospects you care about their experience.

Sometimes prospects may want a question answered right in the middle of a presentation. Interactivity is a great sign of engagement. If that happens, stop the presentation and take their questions head-on to show you’re listening and validate their thoughts.

Other times they may sit silently waiting for you to give them all the information they need.

In either case, proactively ask for questions once you’ve ended your presentation. Encourage them to share their concerns. This is a consultative selling approach that works to build a relationship with your prospects.

By the end of your sales pitch, your prospect should be ready to come along with you and start your business relationship.

Outline the next steps of the process. The first could be offering a trial of your product, scheduling a follow-up meeting or sending over a proposal.

Whatever the steps, make sure they’re clearly defined. If you don’t hear from the prospect soon after the proposal, check back in with a follow-up email or call.

How to write a response-worthy follow-up email (with 15 templates)

Great sales presentation examples (and why they worked)

Here are some sales pitch examples you can use to inform your next sales presentation; these examples range from great sales decks to presentations and we’ll explain why they worked so well.

The successful demo

Stephen Conway of vegan chocolate brand Pure Heavenly opened his elevator pitch on the UK’s Dragons’ Den in 2019 by handing out samples of his chocolate. The product, paired with Stephen’s story about wanting to create an allergen-free treat that his young daughters could enjoy, led to three offers.

Why it worked: Conway knew the strength of his product and packaged it in a personal story, betting (correctly) that it would sell itself.

The data-driven presentation

Lunchbox is a restaurant technology company that specializes in online ordering, customer loyalty and guest engagement software. The sales deck the company used to raise its $50 million Series B in 2022 relied on bold visuals and graphs to illustrate its market opportunity, ARR history and competitive differentiators.

Why it worked: The deck tells two stories, one about the company itself and another about the way consumer dining habits have changed in the wake of COVID-19. Lunchbox used data to show how it met the industry’s new pain points for both itself and other companies.

Sales data: How to analyze sales data and a sample Excel spreadsheet

The presenters with overwhelming confidence

When Brian and Michael Speciale went on Shark Tank in 2017 to pitch their product, The Original Comfy, they had very little – no numbers or inventory, just a prototype of a big fleece blanket/hoodie and video of that hoodie being worn everywhere from the couch to the beach. What they did have was a good product and confidence in that product. Their presentation earned them an offer of $50,000 for 30% from Barbara Corcoran.

Why it worked: Corcoran says she bought in because the Speciale brothers had a good idea, the guts to present it and knew they had to strike while the iron was hot. While you probably should be more prepared for your own sales presentation, the Original Comfy story shows just how important confidence is in a sales presentation.

Begin your sales presentation by capturing your audience’s attention and establishing a solid foundation for the rest of your presentation. Here are some steps to consider:

Greet and introduce yourself

Establish rapport

State the purpose and agenda

Address the pain points

Present a compelling hook

Outline the benefits

Establish credibility

Set expectations

Remember to maintain a confident and enthusiastic demeanor throughout your presentation.

The ideal length of a sales presentation can vary depending on factors such as the complexity of the product or service, the audience’s attention span and the context in which the presentation is being delivered. However, keeping a sales presentation concise, focused and within the timeframe is generally recommended.

The conclusion of a sales presentation is a significant opportunity to leave a lasting impression and inspire action from your audience. Here are a few steps you should take to end your presentation effectively.

Include a call to action

Summarize key points

Showcase success stories

Open the floor to questions

Offer additional resources

Here’s an example of how to end your presentation:

“To quickly recap, we’ve covered these key points today: [Summarize the main features and benefits briefly].

“Now, let’s revisit our success stories. Our clients, like [Client A] and [Client B], achieved [mention their specific results]. These successes demonstrate how our product/service can deliver tangible benefits for your business.

“I’d be happy to address any questions or concerns you may have. Please feel free to ask about anything related to our offering, implementation process or pricing.

“Before we finish, I’d like to encourage you to take the next step. Schedule a demo, request a trial or start a conversation with our team. Don’t miss the opportunity to experience the advantages firsthand.

“Lastly, we have additional resources available, such as case studies and whitepapers, to provide you with more insights. Feel free to reach out to our team for any further assistance.

“Thank you all for your time and consideration today.”

Final thoughts

It can be tempting to play it safe with a sales presentation by keeping it to a sales deck and a speech – but a sales presentation should be a show-stopper.

The best sales presentation tells your customer’s story, validates with data, offers a demo and more. It’s a major undertaking that shows the strength of your product. Done well, it keeps your prospects engaged and will make them want to do business with you.

Show customers how your product can push their business forward (or better yet, how your product can make them the superhero) and you’ll have a winning sales presentation that sparks your customer’s interest and drives revenue.

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21 Powerful Open-Ended Questions for Sales

Powerful questions are a critical tool every sales professional must be using. Here are 21 open-ended questions for sales to use on your next call.

Asking great questions is an essential skill every successful sales professional must master. That’s because when you ask open-ended questions, you transform the sales call. Your focus moves away from your solution to the buyer’s problems, goals, and concerns. As a result, your customer feels listened to, while you learn key insights about what’s important to the buyer.

Asking open-ended or consultative sales questions also helps create buying urgency. Most of us resist change, as it makes our lives less certain and more complex. So, we need a significant motivation to even think about changing. Great sales questions prompt the buyer to understand better the full impact of solving or not solving a problem. As the magnitude of the problem increases, so does the urgency to solve it.

Below are 21 great open-ended questions you can use on your sales calls.

What’s Going on in Your Buyer’s World

Early in the sales conversation, you want to ask questions to better understand the buyer’s current situation, organization, and business direction. Examples include:

• What is the current situation?
• How are you currently doing it?
• What are your objectives or goals?
• What plans do you have in place?

These questions also help you set the groundwork for uncovering the buyer’s problems (see below). But be careful. Asking too many questions that focus on factual information may make your buyer feel like you’re interrogating them. A good rule of thumb is to avoid asking any question that you could have otherwise answered through good pre-call planning .

Other important questions to ask include qualification questions budgets, authority, timing and fit.

Uncover the Pain

Buyer problems are the ultimate drivers of any sales opportunity, so it’s essential that you identify your buyer’s pain points. The following questions ask for subjective information about perceptions, opinions, and feelings.

• What problems do you have with…?
• Why is that important?
• Which of these problems is having the biggest impact on your business?
• How does that affect you directly?
• What are barriers standing in the way of achieving these goals?

These questions also help the buyer identify gaps between their current and ideal situations.

Is this a Serious Problem?

Identifying a problem sometimes isn’t enough for a buyer to act. That’s because buyers often choose to live with problems, or maybe they have other more pressing priorities. These questions compel the buyer to consider how a problem impacts their business in ways they previously didn’t think about.

• What will happen if that continues?
• Why is it important to solve this problem?
• How does that impact…?
• What business challenge does this problem create?

It is also inherently more persuasive for the buyer to tell you about the seriousness of the problem rather than for you to tell the buyer about it.

The Ideal Solution

Once the buyer realizes they are going to have to solve the problem (it’s too big to ignore), you should then ask your buyer questions about how they want to address the problem.

• How do you (or your CTO/CFO/CRO/CMO/CEO) define success?
• What are your requirements?
• What other options are you considering?
• What’s important to you when partnering with a vendor?

These questions will help you gain valuable insights that you can use later in your sales presentation.

Benefits of Solving the Problem

Now that the buyer has thought about the ideal solution, you’ll want to help the buyer consider all the good things that will happen once the problem is solved.

• What would happen if you could [solve the problem]?
• What would it mean to your bottom line?
• What aspects of this solution will have the biggest payback?
• How would this solution help other areas of your business?

These questions help your buyer think through the arguments in favor of your solution, which is important as the buyer tries to persuade other stakeholders in his or her organization to move forward.

This is not an exhaustive list, nor should it be used as a checklist, but rather as a guide. Realistically, you’ll never have enough time during a normal sales conversation to ask all of these open-ended questions. It’s up to you to develop your own questions or custom tailor the above questions to fit your unique sales situation.

Written by David Jacoby

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• November 9, 2021

55 Open-Ended Sales Questions to Qualify and Close More Leads

Sales Prospecting

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Open-ended questions are essential to success in sales. Why? Because they allow reps to get inside the head of their prospects and build rapport with them, while uncovering their pain points, establishing their needs, and clearly articulating the value of an offering.

In this article, we’ll outline the difference between open and closed sales questions, talk about how to use them in your business, share examples, and highlight critical mistakes to avoid.

What Are Open-Ended Sales Questions?

An open-ended sales question is a probing query that helps sales reps better understand their prospects. They can be used at any time during the consultative sales process , from initial conversations with a potential customer up until the close of a deal.

A few characteristics of open-ended sales questions include:

• They are conversational.
• They usually involve the Five W’s : Who, What, When, Where and Why, as well as How. (Some people call these the Six Ws—even though “How” doesn’t start with W).
• They don’t have a set pattern, meaning there is no formula or structure to them.
• They usually require thought before someone answers.
• They are naturally subjective, not objective. That is to say, they’re often more about personal feelings, than set-in-stone facts and figures.

When used in sales calls, open-ended questions enable sales reps to create dialogue with prospects and learn important information about them that can help close a deal.

Open-Ended vs. Close-Ended Sales Questions

Close-ended sales questions aim to uncover important information about prospects—just like their open-ended counterparts. The main difference is that close ended sales questions lead to specific answers, like a yes or no, or a multiple-choice option.

Because of this, open-ended questions allow the control of a conversation flow between sales rep and prospect, while close-ended questions keep reps in the driver seats at all times.

Here’s a quick example:

You could ask a prospect, “Do you have any other questions that I can answer for you today?” which is a close-ended question because the answer is either yes or no. Or, you can ask, “What other questions can I answer for you today?” which opens the door to dialogue.

Why Sales Teams Should Ask Open-Ended Sales Questions

Now that we know what open-ended sales questions are, let’s talk about why you should ask them. Here are three important reasons to ask your prospects open-ended questions:

Engage Prospects

Open-ended sales questions encourage prospects to talk about things they care about. It’s easier to engage in conversations that we find interesting and meaningful.

Once a prospect is engaged, you’ll find that building rapport with them, learning their pain points, and closing a deal is a much simpler process. This is because your conversation will feel like a true dialogue, not a sleazy sales pitch.

Discover Pain Points

Engaged prospects talk more, which will give you plenty of opportunities to discover their true pain points. You can then use this understanding to frame your company’s products and/or services in the appropriate ways and increase your chances of closing.

For example, if, after asking an open-ended sales question, a prospect says, “Our current software is just so hard to use,” you can talk about how intuitive your solution is.

Build Trust

Finally, open-ended sales questions build trust because they demonstrate to prospects that you actually care about their thoughts and opinions. You’re basically inviting them to tell you everything about a specific topic—the good, the bad, and the ugly.

When a prospect feels like they can tell you exactly what they’re looking for in a product, any concerns they have, etc., they’ll naturally start to trust and open up to you.

55 Examples Of Open-Ended Sales Questions (By Category)

In this section, you’ll find 55 examples of open-ended questions in sales, separated into 10 different categories based on when they’re best used.

Remember, as Sam Parker, sales trainer and author of Just Sell.com says, you are asking the prospect to answer the question. You want to hear what they have to say, meaning no leading, no prompting, and no interrupting .

Rapport Building Questions

When working to build a relationship with the potential customer and establish a personal connection, use Rapport Building Questions.

As Xactly.com explains, rapport-building requires you to really get to know your prospects. Without this level of intimacy, you can’t consult the account. You have to know what they want and need so you can position your product or service as the perfect solution.

• What needs to happen today to make this appointment worth your time?
• What motivated you to take this call with me?
• How do you evaluate vendors in this [Area/Field/Industry]?
• What concerns do you have about making changes in this area?
• What part of your [Process/Product/Service] do you enjoy the most?
• What have I not covered that you would like to know more about?
• How’s business? Have there been any changes since we last spoke?

Qualifying Questions

It’s important to evaluate new leads and determine where they are in the buying process. Qualifying questions help determine a prospect’s interest level, what they think of your sales approach so far, and what your next move should be to close the deal.

• When do you think you might assess your solutions in [Your Industry/Category]?
• What do you think about our offer so far?
• How should we move forward after today?
• Do you have any questions about our product that I haven’t answered yet?
• What’s your budget look like for this [Project/Product/Service]?
• What’s changed since the last time we spoke about this?

Needs-Based or Pain-Based Questions

When you want to learn more about the challenges your prospects face, try Needs-Based Questions, aka Pain-Based Questions. Just be cognizant of the pains your offering solves. In other words, don’t ask about areas that your product or service doesn’t address.

Each of the following open-ended sales questions aims to uncover important details about a prospect’s current system and why it isn’t working for them.

• Why isn’t your particular solution and/or process working for you?
• What’s preventing you from hitting your goals?
• What are some challenges you’re looking to solve?
• What improvements are you looking to make in your department?
• Have you tried to resolve this problem before? What happened?

Impact or Benefit-Driven Questions

Wanting to learn the best way to close a potential customer? Ask them Impact or Benefit-driven questions to discover the product features your prospects find most intriguing. Then, use their answers to these sales questions to inform your approach.

To prepare, review the features and benefits of your product or service so you can ask good open-ended questions to potential customers.

• How important would you say [Feature] is to your [Industry/Process/Business]?
• How much time do you spend [Performing a Specific Task]?
• How would you spend the extra 30-60 minutes a day if you didn’t have to [Task]?
• If this problem remains unsolved, how will it affect your business in the future?
• How do you think you could avoid issues like A, B, and C?

New Future or New Reality Questions

These kinds of questions help prospects visualize what it will feel like to achieve their goals using your company’s products and/or services. As such, they’re quite powerful.

• How do you think changing this area would improve your day-to-day process?
• What would you like to achieve in the next year by making this change?
• If time and money were no object and you had full authority to do whatever you wanted, what would you change about your current system?
• If you were to describe your situation in three years, what would you want to be different from what you have today?
• If you could go back in time, what would you change about your business?

Objection-Based Questions

Objection-based questions are designed to uncover objections before they derail your sales process. Or, at the very least, give you the details you need to disqualify leads and move on.

• The common objection is, “I need to discuss this with my supervisor,” so the question would be: “Who else is involved in making these types of decisions?”
• The common objection is, “I can’t afford this right now,” so the question would be: “What budget do you have allocated for something like this?”
• The common objection is, “I’m not interested in your product or service right now,” so the question would be: “When are you interested in learning how I can save you X% with this product/service?”
• What concerns, if any, do you have so far?
• What else would you like to talk about?
• What would stop you from making a change today?

Buyer History Questions

Buyer-History Questions help to uncover prospects’ past experiences and purchasing habits. They’ll also help you understand the state of a prospect’s relationship with their current provider, which can have significant implications for your sales process.

• What has your past purchase experience with [Product/Service] been like?
• When was the last time you evaluated something like this?
• Why weren’t you satisfied with your previous vendor?
• How would you describe the level of service you receive from your current provider?
• What measures have you taken to fix your problems with your current solution?

Clarifying Questions

What if a prospect doesn’t give you enough information on a specific topic? Try asking open-ended questions that help clarify their thoughts and opinions. These are great for directing sales conversations, while allowing prospects to maintain control.

• Can you tell me more about that?
• What do you mean when you say [X]?
• Would you be able to give me an example of that?
• Can you give me more information on [X]
• How did that affect your team?

Closing Questions

The best open-ended sales questions will help you take prospects from new leads to paying customers—but only if you ask the right ones at the right times. Here are a few questions that will help you “seal the deal” and earn the commission bonus you’ve been eyeing:

• What’s your timeline for making a purchase?
• Who else are you comparing us against?
• What would it look like if our products helped you overcome your challenges?
• If we make a deal, what would it mean for you personally?
• What else can I do to help you finalize your decision?
• When can we get started?

Open-Ended Questions to Ask After Closing

You know the saying, every ending is a new beginning.

A closed deal is really just the beginning of your company’s relationship with a new customer. That’s why it’s important to ask engaging sales questions after closing to ensure customers are enjoying their experience and want to continue doing business with you.

• What caused you to reach out to us?
• How can we help you get started with [Product/service]?
• Now that you’re a customer, what can we do to make sure your experience is perfect?
• What questions do you have about the onboarding process?

Tips to Ask Better Open-Ended Sales Questions

Once you’ve prepared your sales discovery questions for each stage of your prospect meeting, you should think about how to ask open-ended questions in sales.

Everything from the order in which you ask your questions to the various ways you transition from one to the next should be considered so that your flow seems natural and your prospects never feel like your conversations are overly structured.

Sales professionals who have trained use a series of needs-based questions to uncover the prospect’s pain.

Similar to a traditional funnel, the pain questions start broad; i.e., “What are some things you would like to change about your current system/provider/product line?” They then move to more specific questions like, “Can you give me an example?”

Invert the funnel. Funnels are broad at the base and build up to a point. When asking open-ended questions for sales, invert the funnel by asking board queries first, then working your way down to more specific ones.

For example, ask a simple, non-threatening question to start such as, “What should I know about your business? Then look for areas to explore in greater detail based on the response you receive, using pointed questions to reveal important details.

Exude curiosity. It’s important to show sincere interest during the open-ended questioning process. Think about how you can help your prospects rather than the sales commission they represent. Nobody wants to interact with sleazy sales reps.

If you can make your sales calls about your prospects instead of about you, your company, or even the products and services you sell, you’ll have more success.

Shut your mouth. One of the best things you can do on a sales call is listen.

Let your prospects speak about the things on their minds. Ask questions that give you a deeper understanding of their circumstances. Then adjust your approach to address their wants, needs, and concerns. Doing so will form a bond between you and potential customers.

As leadership guru Michael Hyatt says, “you will often find that people volunteer amazing amounts of information that you would have never obtained any other way.”

Keep it personal. Preparation is vital to a successful sales call. However, over-preparedness can be extremely dangerous because it can make your exchanges feel impersonal and robotic, like you’re reading from a script.

Work hard to make your conversations feel personal. That way you can build rapport with potential customers and gain their trust.

This isn’t an invitation to not prepare for your sales calls. Instead, it’s a warning to not let your preparation distract you from your goal: to get to know your prospects so that you can sell them products and/or services that will make their lives better.

5 Mistakes Reps Make When Asking Open-Ended Sales Questions:

1. Answering your own questions. While it may feel natural to suggest certain answers to the questions you ask prospects, doing so isn’t advised. This is because your suggestions can alter what a prospect was planning to share with you.

Instead, ask your questions and then zip your lip. That way you learn exactly what’s on your prospects mind, without it being colored by your own input.

2. Forgetting to listen to the client. Similar to answering your own questions, forgetting to listen to the potential customer defeats the purpose of asking open-ended questions.

3. Interrogating clients. Rapid fire questions that dig a little deeper than a person wants feel more like an interrogation than a conversation, which is not going to help you build rapport.

Be sure to ask enough follow up questions to gain a better understanding of your leads, but not so many that people wonder if they should have a lawyer present.

4. Asking too many “why” questions. “Why” is one of the Five Ws, however it can be tricky to ask a “why” question without sounding accusatory. As Arden Coaching points out, “Why did you do that?” is more pointed than “What did you use as the basis for your actions?”

You can ask why, of course. But be careful about how many times you ask it and the tone you use when asking, so as not to offend your prospects.

5. Jumping straight to a solution. Remember, this part of the sales process is all about building relationships , not pitching your product or services.

If you notice that your prospect has a problem that your product or service can help with, resist the temptation to share information about it immediately. Instead, save it for the appropriate time. Remember, good sales come to those who wait.

Ready. Set. Question.

Asking consultative selling questions will give you the chance to listen to your prospects and build relationships with them. Once done, you’ll be in a much better position to close deals because you’ll understand their pain points and can adjust your sales approach to suit.

Just remember, the way you ask your open-ended sales questions matters. Ask them correctly and you’ll harvest new qualified opportunities for your business, while optimizing your sales funnel and improving team efficiency. Win!

Perhaps most importantly, however, open-ended sales questions allow you to prioritize your prospects to optimize your sales funnel for efficiency and success.

Questions or comments? Contact  SPOTIO  at  [email protected]  or comment below.

SPOTIO is the #1 field sales engagement platform designed specifically for outside sales managers and reps to optimize their field sales efforts.

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Saltis, Sam. “87 Open-Ended Sales Questions Every Digital Agency Should Ask in Every Buying Cycle.” www.coredna.com. 6 November 2018. Web. 15 November 2018. < https://www.coredna.com/blogs/open-ended-sales-questions#>.

“Open-ended Questions Require and Answer Beyond “yes” or “no”!” richardson.com. Web. 16 November 2018. < https://www.richardson.com/sales-resources/open-ended-sales-questions/>.

Rose, Lisa. “Open-Ended Questions for Sales: How to Get Your Prospect Talking.” Brooksgroup.com. Web. 15 November 2018. < https://brooksgroup.com/sales-training-blog/open-ended-sales-questions-how-get-your-prospect-talking>

Parker, Sam. “Top 30 Open-Ended Questions.” www.justsell.com. Web. 16 November 2018. Web. < https://www.justsell.com/top-30-open-ended-questions/>

Schultz, Mike. “21 Powerful, Open-Ended Sales Questions.” www.rainsalestraining.com. Web. 16 November 2018. < https://www.rainsalestraining.com/blog/21-powerful-open-ended-sales-questions>.

Scott, Jordan. “24 Open-Ended Sales Questions Your Reps Should Be Asking.” Xactlycorp.com. Web. 26 February 2018. Web. 16 November 2018. < https://www.xactlycorp.com/blog/importance-open-ended-sales-questions/>.

Alessandra, Tony. “15 Tips For Asking More Effective Sales Questions.” Blog. Hubspot.com. Web. 16 November 2018. < https://blog.hubspot.com/sales/10-tips-ask-sales-questions-si>.

Hyatt, Michael. “7 Suggestions for Asking More Powerful Questions.” Michaelhyatt.com. Web. 16 November 2018. < https://michaelhyatt.com/asking-more-powerful-questions/>.

Perry, MA, PCC, Maren. “How (and Why) to ask open-ended questions.” Ardencoaching.com. Web. 16 November 2018. < https://ardencoaching.com/how-and-why-to-ask-open-ended-questions/>.

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30 Killer B2B Sales Questions to Close More Deals

In sales, it’s more about the questions you ask than about the answers you give. The right sales questions enable you to practice the most powerful skill in any sales conversation: listening .

Questions help you control the conversation's direction and engage your prospect in a more relevant and powerful way. But what are the right sales questions for your team's sales strategy ? Great sales professionals know that the same types of questions apply no matter what you’re selling, although there will certainly be nuances based on your prospect’s needs.

This article includes key types of sales questions to use throughout the sales process to help you build rapport and close the sale.

We’ll look at proven sales questions that build trust with decision-makers, follow-up questions that reinforce that you have been listening and understanding the customer’s needs, and conversation triggers that indicate what question to ask during a specific phase of the sales cycle.

Let’s get started!

First: Why Open-Ended Sales Questions are Always Better Than Close-Ended Questions

Asking the right questions is critical for you and your sales team’s success, so it’s essential to define the two general types of questions you’ll use during your sales calls.

Close-ended questions are questions that have a very brief answer, such as “Yes,” “No,” “Red,” “Blue,” or “Monthly.” Good salespeople know that the only time to use a close-ended question is to close a deal or to confirm their understanding. For example, “Is Tuesday between 2 and 3 p.m. a good time to meet to sign the final contract?”

Open-ended sales questions are the ones salespeople should use almost all the time! You can tell a good question by the response you get. The prospect’s response will range from a sentence to a short story.

For example, a sales rep selling a network security device won’t ask, “Have you had many security issues?” because the answer is yes or no. They’ll instead ask, “Can you share what your top IT security needs are?” This allows the customer to share information that will help you tailor your solution to their needs.

B2B Sales Qualification Questions

Your best customers (and potential customers) are the ones that are worth pursuing, but how do you know if it’s a good fit? The answer is qualification questions , and they’re a critical first step in ensuring you’re not wasting your time with someone who isn’t the decision-maker, doesn’t need your product/service, or is nowhere near ready to make a buying decision.

You know when you’ve wasted time on a dead-end lead, and leaving the prospect feeling the same way could hurt future dealings.

‎Before your call, you should always research the prospect on social media, LinkedIn, and their company website/social channels to ensure the person you’re calling is ideal. Once that’s done, begin your conversation with the following questions.

Psst! Want to up your B2B game? Our insights on the B2B Sales Funnel can guide you.

1. How did you hear about us?

Why did you pick up the phone? Why didn’t you hang up already? I’m sure you’ve hung up on many people who cold-called you, so why are you still on the line with me? Why did you open my email or respond to it? What exactly about my email sparked your interest?

This question helps you understand the prospect’s thought process and which lead-generation tool successfully gained a new prospect. Learning this information will help you establish another way to connect with the lead, especially if they learned from a colleague, were referred by a current customer, or saw your brand at a trade show or conference.

Why is this a killer sales question?

• Allows you to understand what makes them interested in your solution
• Reminds them why they are interested in this and why they are spending time with you

Ask this question early in the conversation. The answer will guide your approach to the conversation, tell you which angle to use when conveying the benefits of your product, and which questions to ask to keep them engaged. It’s a shortcut to gaining fundamental insights into their wants and needs so you have a more targeted conversation.

2. Was there a compelling event that caused you to reach out to us?

Since you reached out now, what triggered your outreach? What’s happened at your company that indicates that now is the time to look at solutions?

Trish Bertuzzi from The Bridge Group shared this great question in the comments section, so we decided to include it here.

Why is this a great sales question?

• Gives you information about pain points the prospect is trying to overcome
• Provides an introduction to the prospect’s problem-solving process

The question helps you to gauge the prospect's sense of urgency . Be sure to use it during your initial discovery call. People don’t randomly call for new product/service vendors on a whim, so something caused them to pick up the phone, send an email, or fill out an interest form.

Want to turn your discovery meetings into impactful conversations? Our article, " Sales Discovery Meeting Blueprint : 7 Steps to Enhance Client Relationships," has the inside scoop.

3. What are your must-haves, should-haves, and could-haves?

What’s a dealbreaker? What’s a nice-to-have? What’s an absolute requirement, and what would be a nice addition?

Early on in the sales process, you qualify your prospect to understand their wants and needs, the challenges they face, and the objectives they want to achieve.

The next step is to help your prospect prioritize . Otherwise, you’ll end up with a long wishlist without knowing which items on the list are crucial.

Why is this a useful question for salespeople to ask?

• Helps you align your offering with the prospect’s top priorities

Separating the must-haves from the could-haves protects you against wasting time on deals that never materialize. You might feel you're on track because you hit 24 out of the 27 wants and needs you elicited. But if all of your 24 hits are nice-to-haves, you may miss a must-have that could break the deal.

4. Have you ever used a product/service like ours before? If so, what happened?

What vendors are you currently using for the products/services we offer? What do you like about their product, and what do you wish was better? Do you have other products or services that you would consider changing vendors for?

During your sales calls, you will learn the ideal customer’s current solutions, the products they use, and all about your competitors and how good (or bad) they are. You’ll be able to respond with “I hear that a lot.” or “That sounds familiar.”

Why is this a killer question in the sales process?

• Allows you to reference pain points other customers have cited about a competitor
• Provides an idea of transition time and expenses you should account for in price quoting
• Allows you to showcase your ability to work with complementary software and services

You’ll also be able to make notes in your CRM system about current practices so that when you discuss the time frame for implementation, you can refer to any data conversion or product (re)cycling.

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5. What do you feel is a reasonable timeline to have a solution in place?

What is your anticipated launch date for new solutions? What is your implementation timeframe?

You need to know whether or not it’s possible to provide your product within the prospect’s ideal timeframe. Knowing their timeline and the capabilities of your organization, you’ll be able to spot trouble early on and set reasonable expectations.

Why is this a killer question?

• Anticipate feasibility and discuss rush fees up-front

You’ll also be able to discuss any timeline concerns with your implementation team early on.

6. Is anyone else that we need to involve in the discussion?

Are you the sole decision-maker here or do we need to involve additional people? Should we loop your IT director, training manager, or any other colleagues who will be part of the roll-out?

This is the last question in our section on qualifying questions, and it’s an important one. Unless you’re talking to the company’s CEO, there’s always someone at the company who can overrule your contact. Get an idea of the key figures at the company from their company LinkedIn page, corporate website, or social media channels.

• Ensures you don’t spend time selling to the wrong person

This question helps plan your conversations with other contacts at the prospect’s company so you can build rapport.

For more insights into effective sales qualification and the role of specific questioning techniques, explore our comprehensive article on the BANT (Budget, Authority, Need, Timing) framework , a critical tool for sales professionals.

Open-Ended Sales Questions to Build Rapport

Many great business relationships are built on just that—relationships. The most effective way to build relationships with your prospects is to engage them in conversation.

Allowing your prospects to speak and be listened to is the foundation of rapport building, often because the customer may not be actively listened to by people outside their company that understand what is going on in their field. You provide that consultative , friendly ear by asking the right questions early in the relationship. These questions can help!

7. I saw the [big company update] on your social media. How’s that going?

What are your thoughts on the pending acquisition of Competitor X? What are you looking forward to most if they end up hiring the new engineers I saw advertised on your company’s social media page?

You must do your homework before meeting with a prospect. Successful salespeople have done enough research to know as much about a company as can be known from its website, social media channels (especially LinkedIn), and marketplace reputation.

• Provides your prospect with the understanding that you’ve done your research

This question builds early rapport so you can connect with your prospect over current happenings at their company.

8. What do you think about the latest [industry-specific trend]?

What do you think your business practices will look like after [this trend] becomes the new big thing? How are you implementing the new changes?

This is a great question for moving the conversation along when it gets stuck. It refreshes everyone’s line of thinking about the present and future trends, so it is very helpful when someone gets stuck on a “way we’ve always done it” line of dialogue.

• Refocuses conversation on present/future and not the past
• Builds trust by showing that the sales rep is knowledgeable about industry trends

This question helps build trust because it shows you’re not just some sales rep who doesn’t understand the industry; you’re well-informed and have industry expertise.

9. Many of our clients tell us [this]. How do you think that applies to you?

How have you worked to solve the pain points that our other clients have overcome with our solution? They tell us their biggest challenge is [this]. What are some of yours?

You want to assure your prospective clients that you have experience addressing their biggest pain points with ease in a low-stress, highly consultative way. This also allows you to update your notes with insights based on their response.

• Puts prospects at ease while reinforcing your expertise

10. What about you? What kind of goals do you have right now?

Now that we’ve covered your company, what will you personally be celebrating in six months? Sounds like a lot of exciting changes but also a lot of stress. Any big plans or personal goals over the coming months to keep sane?

Building rapport isn’t just about connecting on business; it’s about building a personal connection with your contact. In most cases, you won’t become best pals with a lead, but you also need to establish a little more than a business-only conversation, or you risk being inauthentic. You may even reach out to the contact on LinkedIn to connect more directly.

Why is this an insightful sales question?

• Establishes a more personal connection and builds trust with your contact

By building a personal connection, you can also create a foundation for ongoing outreach if the contact moves to another company.

Want more qualification questions? Get our mega list of B2B qualification questions:

Discovery Questions to Gather Insight During the Sales Process

Now that you’ve built some rapport with the prospect, using open-ended discovery questions helps you assemble all of the information you need to construct a killer presentation and proposal . Using the following questions, paint a picture for your client of how the next steps in the sales process go together.

11. How has your business changed (or adapted) since a specific event?

COVID-19 really did change everything. How did your business adapt during the peak of the pandemic? How has it changed since then? How have you adapted since Microsoft stopped supporting Windows 8.1? With gas prices the way they are, how have your shipping and transit practices changed?

Here, we’re talking about a specific event that is not company-created but rather a widely known consideration for the marketplace or the specific industry.

• Positions you as knowledgeable in your industry
• Gives you important clues about how the business will adapt to change during a potential new product/service introduction.

12. What's your decision-making process like?

How are you making buying decisions in your organization? How are you going to evaluate whether we are the right solution or not?

This question helps you understand how they arrive at a decision. If you understand the process, you can influence it, move it forward, control it, and manage it. You can also compare the prospect’s process to other customer’s experiences.

• Allows you to anticipate prospect needs

13. Who are all the stakeholders involved in this deal?

Not just from now until the buying decision, but also after the purchase. Who are all the stakeholders involved and affected by this deal from now to the time of closing and five years beyond, when you’re already a customer?

You want to know all the stakeholders because if you don’t know who the players are, you can’t play the game.

It’s not just about closing the deal; it’s also about turning every closed deal into a success story.

Is the prospect’s IT department involved in the process? Will the legal department need to approve contracts? Who has control over finances? Who are the end-users of your product within the company? Knowing these things before that last sprint will help you prepare so the deal goes smoothly over the finish line.

• Involves more contacts at the prospect’s company, allowing you to build more connections

This also allows you to identify, through LinkedIn and company website research, potential areas you can include in your sales pitch or talk tracks .

14. What’s the company’s biggest goal for the next six months?

If all goes well, what will you be celebrating in six months? What strategic goal in the next six months that you’re working on? In six months, what goals do you hope to achieve?

Frequently, you won’t be talking to someone who is always forward-focused. Day-to-day issues and short-term goals often cause people to lose sight of the long-term strategy. By asking open-ended sales questions like this one, you move them out of their short-term thinking and set them up to discuss the long-term benefits of your product/service.

• Refocuses the conversation on long-term benefits/goals

This also provides you with more context about the company and possible future sales opportunities.

15. How do you see your business growing and your needs changing over the next one or two years?

Let’s assume you’re making a buying decision now and becoming our customer. Over this year and next year, how do you see your business grow, and how do you see your needs change?

This question allows you to anticipate what it will take to grow this relationship. Selling doesn’t end when a prospect turns into a customer. Closing the deal is just the beginning of the next stage in the sales process : retention.

• Allows you to set up reminders for check-ins based on customer-provided triggers
• Allows you to show your genuine excitement for their growth

Ask yourself: how can I double, triple, or quadruple the business with this customer within the next 12 months? You want to know if there are huge opportunities around the corner with this prospect so you can make sure to work with them to make it happen.

16. What’s holding you back from achieving your goals right now?

As we move through this process, what resources could we provide to help you achieve your goals? What roadblocks do you keep running into as you work to achieve your goals?

Asking your prospect questions about roadblocks is a great way to get them thinking about how their current solution is not meeting their needs, and how yours can. It allows you to describe and demonstrate how your product/service can alleviate their pain points.

Why is this a good sales question?

• Provides a list of pain points you can address to help move prospects to customers

17. What are the pathways to tear down or bypass those barriers?

When we worked with another client who had similar challenges, we were able to help by doing this. Do you think that would work for you? What does that look like moving forward?

After you address how your solution can solve some of the issues the prospect identified, you’ll want to act as a consultant as they think through how your product/service will solve all their biggest challenges. Summarize these steps in writing and create a brief plan that they can self-monitor. They’ll thank you and see even more added value in your company.

• Creates a deliverable for the client and positions you as an expert consultant.

18. What have you tried before?

We know that finding the right solution can be a lot of trial and error. What kinds of things have you tried before and how have they worked? What about your processes needs fine-tuning to make sure things always run smoothly?

When people call us to discuss our CRM solution, they’ve often tried self-hosted solutions, competitor products, and even a wide array of poorly organized Excel files. For your industry, we imagine the same. Even a company providing paper products sometimes sends someone to the local warehouse store when toilet paper supplies run low. What process does your product/service optimize?

• Helps establish that your way is the better way
• Provides an opportunity to show savings of time and resources

Sales Questions to Prove Your Product’s Capability

You're in a good place at this point in the sales process. Your prospect is qualified, you’ve gathered enough basic information to understand their problems and how your solution can fit in, and you’ve developed a working relationship that allows your prospect to trust what you have to say.

Now’s the time to investigate any doubts your prospect may have about your product or service and prove your product is the ideal solution.

19. What are other products/solutions you’re currently using that our software has to integrate with?

Which other software solutions will our software have to play together with? Will our product need to integrate with other things you’re using today?

You want to understand their stack and the environment in which your solution will have to operate.

All too often, sales reps invest weeks or months into a deal, only to discover there’s an impossible-to-fulfill, must-have integration. All the time and effort invested into the deal are lost; this is why it’s crucial to ask this question early on in the sales process.

Even at Close, this occasionally happened. Fortunately, we've now got plenty of ready-made integrations to make Close play nice with most cloud platforms our customers want, and there's always the Close API for custom solutions.

• Provides a list for you/your implementation team to review when quoting a price
• Allows you to learn about other solutions that yours can either replace or complement—another benefit to share with a prospect!

20. What kind of support/service/help do you need to become insanely successful?

Do you want us to train every person on your team? Do you want us to show up at your office? Do you want us to create a step-by-step guide especially for your users? Do you want us to create a specific customization for your company? What kind of relationship would you want to have with us after you become a customer?

Some prospects want to just use the software and be left alone. Some prospects will want a more involved and collaborative relationship.

Both of these are fine; just know their expectations so that you can ensure they get the experience they want.

• Informs your sales process about whether or not to add training or support to your sales pitch

21. Who else are you comparing us with?

What is the current solution you’re using to address this challenge or achieve this objective? Why are you considering a change? What sparked your interest in us? Who else are you evaluating? What are all the available solutions you’re considering?

Every prospect has alternatives to choose from if they don’t buy your solution. And it’s not just competing vendors.

Often, the alternative they’re choosing is either developing an in-house solution or deciding not to change anything at all.

If you know the options your prospect is considering, you can understand the playing field and know how to position yourself most favorably. You can set the frame for the deal so that you emerge as the most viable option.

This knowledge becomes even more powerful if you have the answers to question #X (which is about understanding their must-haves, should-haves, and could-haves).

• Gives you the ability to point out why your solution is better
• If the sale doesn’t go through (it happens!), you’ll be able to track which competitor you lost the bid to so you can become more knowledgeable about how to compete in the future.

22. How are you currently using [2-3 innovative product tools]?

Most of our clients use a, b, and c. What kind of solutions are you using? How do solutions like a, b, or c integrate into your process?

Many prospects will be using multiple vendors to do what your product can in one package. This is an opportunity to point that out and discuss conversion strategy.

It is also a way for you to describe how your solution will integrate with existing systems.

In the case that your system does not integrate flawlessly with what they are using, it’s a feature request you can relay to your development team.

Why is this a useful question?

• Provides an example of how your product adds value
• Shows that you have worked with customers who have similar system conversion needs

23. What other features are you looking for in your final solution?

If you had a magic wand and could wave it and the perfect system was in place today, what features would it have and why?

This helps your client brainstorm, sometimes for the first time, all of their ideal features. You can have a list of your product’s features ready to check off all the ways your solution is the perfect fit for their most critical needs.

Why is this a helpful sales question?

• Provides a list of features to focus on in your sales pitch

24. What resources do you have or need to oversee successful implementation and maintenance?

What resources, including people, are available to assist you with this change?

As you advance through the sales process, responses to open-ended sales questions will become more list-based or shorter. If a customer provides a well-assembled list of answers, you know that you’ve asked great questions and they’re putting effort into getting you the information you need to develop a killer final proposal.

• Identifies that the prospect has a good (or bad) team behind them
• Provides context for including additional implementation staff and resources in your final proposal costs

Questions to Close the Deal

Now you have arrived at the final stage of the sale. Questions in this area will serve one purpose: Identify if the prospect is ready to sign on the dotted line or what last pieces they need to become ready.

You will notice that the answers to questions become shorter, and you may even start to ask some strategic close-ended questions to get definitive answers from your lead.

25. What will it take to win your business?

What is it going to take for your company to become a customer of ours? What do I have to do to win your business? We’ve now had our first conversation about working together; let me ask you: how are we doing? After everything you’ve learned during this conversation, how do you feel about us? How interested are you?

This question will help you gauge their interest and allow you to ask follow-up questions.

If they're positive, ask what they're most excited about. If they seem uncertain, ask what their main concerns are so you have a chance to address them.

• Provides you with information about what is most important about your proposal (It’s not always price)
• Gauges interest and qualifies the likelihood you can find a good solution for their problem

26. When was the last time you made a purchasing decision for a solution like ours?

When was the last time your organization bought something similar to our solution? What was the decision-making process back then? Why did you decide to buy that specific solution? Was it a success or failure?

This question helps you to use the past to close a deal in the present .

If they’ve recently bought something—great! It indicates that they’re an active buyer.

If the last time they bought something was 20 years ago—not so good. That’s a red flag. It might be very hard to get these people to a buying decision.

If the last time they bought a solution was a success, great! Associate yourself with that. If not, distance yourself from that.

• Provides final qualification as a buyer

27. What's your budget?

What’s the investment you’re looking to make in this area?

Many times a prospect won’t give you a concrete number; don’t get hung up on it. The purpose of this question, apart from knowing their budget, is to start negotiating the price. But remember: talk value before price .

If they're going to get $10, $100, or $1,000 for every dollar they invest into your solution, are they going to make the purchase? Or are they operating under financial constraints that would make a purchase prohibitive above a certain price point, even if they could clearly see that it offers them a 10X or higher return on investment?

Are they in it to get the best or the cheapest solution?

• Determine if your pricing is out of their range and adjust your sales strategy or offering
• Identify if your product/service is over or underpriced compared to the marketplace

28. Is there anything that could stop this deal from happening?

Is there anything that could threaten our partnership or get in the way of this contract being signed? Anything you can think of that would prevent us from moving forward in the next few days?

When a prospect has stated that they’ll soon go ahead and buy, your first instinct may be to jump up and high-five everyone on your team. But if you’ve been in sales for long enough, you know that a deal isn’t closed until the purchase is made. Asking this question can help you navigate roadblocks and close the deal sooner .

• Allows you to overcome barriers in the buying process by sharing information to alleviate doubts
• Identifies industrial or market conditions that may be a threat to other areas of your business

29. Is there anything we’ve talked about that you need more information or clarification on?

What haven’t we covered that you need to know to make your purchasing decision?

Ideally, the client will respond, “Nothing, I have everything I need.” and you can send over the proposed contract and set a timeline for follow-up . If they still have questions, it’s your opportunity to answer them.

• Ensures thoroughness and eliminates roadblocks
• Clears up any questions the prospect may have about the buying process or any area of your sales pitch that they may have overlooked

30. What do you need from me to get the onboarding process started?

Looks like our solution addresses all your pain points. If that’s correct, can we look at terms? Are we on the right track here?

This question is asking for permission to submit the final proposal. You might also ask this question as a close-ended question such as, “Do you have everything you need to make a purchasing decision?” This provides you with the assurance that you’ve done a thorough job and it’s now in the buyer’s court to decide.

Why is this a fantastic sales question?

• Allows you to advance in the sales cycle process in a customer-focused way
• Provides more opportunities for clarifying timeframe, metrics, and decision-makers in a consultative way

Make these 30 B2B sales questions part of your repertoire and practice working them into your conversations. They’ll help you to move prospects through the buying stages faster, manage your sales pipeline more effectively, and ultimately close more deals.

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23 Powerful Sales Discovery Questions That Close Deals

A well-designed sales presentation is structured to figure out:

• i) Whether you’re a good fit for your prospective client.
• ii) Whether the prospect is a good fit for you.

iii) And put in place the next steps for working together.

That’s all. It’s not complicated. But it takes a bit of planning to get it right.

To achieve the above we use intentional questions to propel our sales process in the right direction. When you ask the right questions at the right time, you’ll uncover valuable insights. And build a strong foundation for your client relationship.

In this article, we’ll look at 23 sales discovery questions that will achieve the goals listed above. While also moving the client closer to signing a deal.

Let’s get started!

Why Sales Discovery Questions Are So Important 

For many of us, our natural inclination is to structure our sales presentation in the form of a speech. Maybe with lots of pretty slides to go with it!

While we all appreciate an hour of PowerPoint (right?), this approach doesn’t actually work very well. People don’t like being told stuff; they’d rather discover it for themselves.

And that’s why it’s so important to format your presentation around specific questions. You’re not telling your prospects what you think they want to hear. Rather you’re learning about their challenges and priorities.

Asking the right questions in a logical order helps you keep the discussion organized and focused on the customer. So they’ll feel like they’ve been heard. 

Moreover, the process of gathering information will establish your expertise in your field. And give your potential clients a strong understanding of their own situation.

Combine Open-Ended Questions With Active Listening

The best sales questions are open ended.

Open-ended questions refer to questions that can’t be answered with a simple response. They typically start with “why” or “what” or “how”.

For example, “what’s your favourite movie?” is a closed-ended question.

But an open-ended question like, “why do you like Star Wars so much?” invites a detailed response. 

Open-ended questions encourage sharing what’s really happening in their current situation. And speaking with a 3rd party can provide a different perspective on their business challenges. 

Open ended questions need to be accompanied by active listening. This is where you respond to what is being said. And ask follow-up questions to expand on specific details.

Being an active listener shows an active level of interest in their business. And will usually uncover information that might not have come to light. 

Skip The Pain-Inducing Questions

Pretty much all classic sales literature talks about pain. You can’t sell anything if your prospect doesn’t have a need.

Mostly, it’s true.

But the world has changed a bit since many of these sales tropes were invented. Buyers do deep research before they ever contact a salesperson. They’ve got multiple options and they know all of them.

If they’re reaching out to you, they think you can help. They’ve already clarified the pain. They want to move on to the resolution process.

I once saw the shortest sales meeting. Ever.

Less than 2 minutes from start to end. And no, a deal wasn’t made. This is a cautionary tale.

My friend wanted to improve his (rather poor) website. So he called a web designer and invited them to pitch a new website.

In the first minute the developer emphatically informed him that his current website sucked.

And that was the end of the meeting. 

Sales literature talks a lot about eliciting pain. Don’t confuse that with GIVING pain.

They aren’t the same thing at all.

A lot of the recommended “sales qualification questions” are extremely blunt. And they straddle the line between eliciting pain and giving pain. 

For example, a highly touted sales question is:

What will happen if you don’t fix this problem?

In theory this question will help them clarify the cost of not taking action. But in practice it’ll probably just make them feel bad and insult their intelligence. 

Yes, it’s sometimes effective.

But it’s blunt. And ugly. And it’s not really worth the risk of annoying your prospect.

Instead, ask informational questions that follow a natural line of enquiry. For example,

• How do you benchmark [X]?
•  Oh, would you recommend that system to others?
• Are your results aligned with your goals?

Questions like this put you on the same side as your prospect and help them clarify their own specific needs.

Sales Discovery Questions That Establish Trust

Unless your prospect trusts you, no amount of sales genius will result in a sale. Without trust, there’s just no basis to move forward.

So whenever possible, start your sales presentation with a quick summary of yourself and your company. Do your best to address common trust objections that other prospects have shared in the past. 

Use questions to uncover preliminary concerns. And to assure them of your expertise. For example:

• What are you looking for in an [X]?
•  Would it help if I shared a bit about my background?

Notice the second question asks permission to share. You don’t want to start bragging about yourself or your company. You want to share information that is contextually relevant to their answers to the first question.

Pro Tip : Don’t be afraid to toot your own horn a bit. No one else will do it for you!

Sales Discovery Questions That Establish Suitability

Next, your customer wants to know whether you can help them or not.

And you want to know whether they’re a good fit for your solutions. 

Ask open ended questions that explore what they are currently doing. And follow up with questions about where they want to be in the near future.

For example: 

• What prompted you to reach out? Why now?
• What’s your current process for [X]?
• What other approaches have you tried?
• Is [X] working well?
• What do you like about [X]? What could be better?

Note how the questions are phrased around “the process” instead of the individual. The focus is on an external process that can be substituted for another.

Use follow-up questions to learn as much about your customer’s situation and goals.

Be sure to write down the exact words they use to describe the problems they are experiencing. You’ll want to use those exact phrases later on to remind them of what they want to achieve.

Good open ended sales questions will give you plenty of opportunities to share lots of insights that add value. You may not get another chance to speak with this prospect, so you want to make as strong an impression as possible.

Questions That Flesh Out The Deal 

Just as your prospect needs to know whether you’re the right provider, you need to know whether you can deliver effectively

So dig into some questions that specifically explore project execution.

For example:

• When are you looking to start this project?
• From the point of launch, what’s your target timeline for delivery?
• What milestones would you expect to see along the way?
• Who will be involved?
• Will you be the main point of communication?

Discussions about project minutia have a dual purpose. You may uncover possible issues that need to be ironed out.

And discussing the project in this way has the added benefit of ‘assuming the sale’. Every answer about how the project will work assumes you’ll be moving forward with the deal.

Questions To Establish Affordability

Your prospect has three concerns about your solution.

1) Will it work for me?

2) Is this the right partner?

3) Does it fit our budget?

Depending on your solution, affordability questions may need to come at the end. After all, how can you quote a price without knowing what they need?

Personally I like to get affordability questions out of the way as early as possible. If I can, I’ll stick them at the beginning. But that’s usually a bit difficult since it’s hard to quote until you know the specifics of the project.

That said, early on you CAN learn about their average lifetime value per client. This is important information you’ll need to ‘justify’ the cost of your solution.

You should know in advance what constitutes ‘affordable’ for your solution. Often affordability is expressed in relation to something else. And expressed as a ratio. 

For example, if your solution costs $10k, but saves $250K in expenses then it’s a ‘no-brainer’ in terms of affordability. 

No one will purchase your solution if there’s no obvious ROI. So introduce metrics that make sense and everyone can agree upon. Without that common language it’s hard to know whether your solution is ‘worth it’ or not.

Try asking questions like:

• What pricing model are you using? 
• Who will approve the budget for this project? 
• What criteria will they use in the decision process?

The better you can frame your potential client’s definition of affordability (or suitability) then the easier it will be to match their requirements.

The Best Questions To Identify Objections

I once visited a media company as a potential buyer.

Their sales presentation was exceptionally good. And throughout the presentation I made positive, supportive comments.

At the end of the presentation the salesperson was SURE they had a deal locked in.

So they asked me,

“ On a scale from 1 to 10, how likely are we to move forward with this? “

Such an interesting question! He was surprised when I replied, “about a 2 or 3.” But it gave him a chance to dig into my concerns and figure out why their offering didn’t fit our business needs.

This illustrates the importance of getting objections out into the open before it’s too late.

Unless you ask, prospective clients will just tell you what you want to hear.

But if you ask, they’ll usually share honest feedback.

So make SURE you ask!

My favourite question to uncover unspoken objections is: 

What potential roadblocks do you anticipate moving this forward?

It’s such a great sales discovery question because it gives your prospect the opportunity to share ALL the things that are going to go wrong. You get a sneak peak!

For example, even though they said they were the decision maker, it turns out others will be involved.

Or their time frame is different from what you expected.

Or they’re in conversations with another vendor.

Or your pricing isn’t aligned with their budget. 

Or new budget won’t be available until next quarter.

A million things can derail a deal so it’s good to nail down what’s REALLY happening.

Otherwise prospects will be happy to share encouraging feedback, with no intention of actually working with you.

Another way to isolate objections is to simply ask for the sale in the form of a hypothetical.

“So just to confirm… If we were to do X [activity & outcome] by Y [time], at a cost of Z [$], then we’re all set to proceed?”

 Summarizing and asking for a deal is bold, but it works. One of three things can happen.

• You’ll get an agreement and a deal.
• You’ll get an objection. And you’ll know where you stand.
• You’ll get a polite yes. Which will evaporate the moment the meeting is done.

Well, like Meatloaf sang, two out of three ain’t bad. 

Next Steps Questions

Oddly enough, objections and next steps tend to go hand in hand. If you don’t flush out the objections, there ARE no next steps. So be sure to do that part first!

Every meeting should end with some next steps that will take place.

Most of the time your prospects will ask you to send them some information summarizing what was discussed in writing.

That’s pretty reasonable, so it’s hard not to agree. 

But what about them? The deal won’t move forward without their active buy-in. So they need to agree to take some action, too. If they don’t agree to a follow up activity then they clearly aren’t as engaged as you are.

An easy approach is simply to book your next meeting on the spot. 

“Next we need to [value oriented outcome]. Does meeting this time next week work well for you?”

Sometimes it works, but not everyone knows their schedule. And it’s hard to know if their reluctance to set a time is reflective of their overall engagement.  

At the end of your call, tell your prospects what you’ll be doing next. Then, ask them to do one or two small things. If they do them, the deal has momentum.

If they agree to your tasks but don’t execute them you’ve got a reason to follow up.

Try and link your follow up tasks to the first stages of the project. It could be something as simple as,

“To get the ball rolling I’ll send you [a requirement] by Tuesday. Can you let me know by Thursday?

The more your prospects talk with you about the deal, the more likely it is to close. 

And if the conversation becomes one-sided, you know you’ve got a problem. 

Your Favourite Sales Discovery Questions?

 How about you? What are your favourite sales discovery call questions? 

 I’d love to hear about your experiences. 

Let’s connect on LinkedIn or send me a note on our contact page .

Want More Client Meetings?

Here’s a short video on how we generated over 4000 'ready to buy' sales leads.

Matthew Murray is the Managing Director of Sales Higher. He knows any company can THRIVE with enough qualified sales leads. So he’s spent the last decade helping companies meet engaged prospects and win new deals.

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The Art of Using Questions in a Sales Presentation

What part of your sales pitch is arguably the most important? Mastering the questions your prospects will ask during your presentation and during your Q&A at the end. But using questions is the one aspect of your pitch that you don’t have control over and that can be horrifying to salespeople. Michael King, writing for Ragan , offers these tips to aid you in preparing for and helping smooth the process of answering prospect questions.

Using Questions in a Sales Presentation

Think ahead.

In your past sales pitches, what have your prospects asked you about your product or service? Those are likely at least similar to questions that your future prospects will ask. So, to excel at using questions, you should prepare for those questions, especially if they’ve tripped you up in the past. You can also talk with your coworkers about their past presentations for the same product or service and ask what questions they’ve been asked or what advice they have to help you prepare. You could even try to incorporate the answers to some questions into your presentation to show you’ve done your research.

Encourage Reactions in General

Your prospects may not be able to think of questions at times, but they could still have something to say. At the beginning of your presentation, encourage your prospects to openly give comments or feedback, as they can still give you an opportunity to address the prospect’s concerns and/​or educate them on your product or service. For example, a comment such as, “Well, my current supplier does things this way…” is an excellent opportunity for you to showcase how you and your company handle the same or similar procedures. Without openly insulting your competition, you can explain to your client how your methods are more efficient, money-​saving, better involve your clients, etc.

Give Positive Reinforcement

You want your prospects to get clarity on any questions they may have, so you need to make sure they know that questions are welcomed and encouraged. King says to, “Say you appreciate the question with something like, ‘That’s an excellent question,’ or, ‘That’s a good topic. Thank you for asking.’” That will reinforce the prospect’s confidence in further discussing your product or service with you, instead of potentially thinking that their questions are annoying or unwanted.

Body Language

The confidence you’ve instilled in your prospects to ask questions can easily be washed away by just your body language. If you’re looking around the room instead of at the prospect, reclining in your chair or shuffling aimlessly about the room, you’re going to come off as bored and rude. Face the prospect asking the questions and maintain eye contact with them while you answer to let them know that their questions are important to you.

Sometimes, prospects’ questions can seem obnoxiously detailed, almost as if they’re trying to trip you up. However, being asked detailed questions is a good sign. The more information that is put in, the more insight you’re getting into the prospect’s current situation and real concerns they’re currently having or problems they’ve had in the past. If you can solve the complex questions now, you’ll show you’re more dependable and prepared than your competition.

These are five of the 10 tips King has to offer, but Eric Holtzclaw, writing for Inc. , has additional advice on this topic.

Take Your Time

If a prospect asks a question that gives you pause, take a moment to think over how you’re going to answer. Don’t start talking immediately for the sake of seeming as if you automatically know all the answers. It will show that you don’t when your words begin tripping over your own thought process. However, if it takes too long to think of the answer, don’t be afraid to admit that you don’t know off the top of your head. Make sure you tell them that’ll you’ll look into their question more and get back to them with an answer in a timely manner. Taking time to pause is a good sales technique. Holtzclaw says that your prospects will, “appreciate that you took your time to consider the questions, and it won’t feel like a scripted answer.” That's a lesser known technique to using questions.

Make Sure You’ve Fully Answered the Question

Just because your answer makes sense to you, the experienced one and expert on your product or service, doesn’t mean it had the same effect on your prospect. They may still be confused, but you’ll never know if you just move ahead with your presentation or jump right into asking if anyone has any additional questions. Instead, when you’ve reached the end of your answer, Hotzclaw says to stop and ask, “Does that answer your question?” or “Was that clear?” When you take the time to make sure your prospects understand and are happy with your answer, you can leave confident that you gave them everything they need to make a knowledgeable decision that they’ll be comfortable with. They’ll know that too. Knowledge leads to confidence and confidence is a major selling point in sales.

Using answering questions is one of the best ways to become a successful salesperson. Questions get prospects involved, provide clarity that could sway the sale and help you establish yourself as the knowledgeable authority on your product or service. It also shows that you care enough about your prospects to make sure they have enough information to make educated decisions.

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Giving a Sales Presentation? 6 Questions You Must Ask First

Here are six crucial questions to ask and answer, before you present your solution to the customer..

When you're asked (or allowed) to make a sales presentation, you want to be certain that whatever you say helps the customer make the right decision.

That's only possible if you understand the decision-making context, according to Dean Brenner , author of the book Move the World: Persuade your Audience, Change Minds, and Achieve Your Goals .

Therefore, before giving any sales presentation, ask yourself the following questions and adapt your presentation accordingly:

1. What's your firm's history with the customer?

If the customer has worked with your firm in the past and the experience was negative, you'll need to do damage control before even trying to convince them to buy from you again.  ("First, let me explain what's different.")

If the experience was positive, however, you can't assume that the current set of decision-makers know about that, because it might have happened before their time.  In this case, you'll begin by summarizing the successful relationship.

2. How does the customer views your industry?

Because they're a collection of human beings, corporations tend have a "group mind" that holds opinions about other industries.  In many cases, those opinions will be positive, in which case you can build on the generally positive perception.

However, this is not always the case. For example, many companies are rightly suspicious of cloud-based computing firms who have cooperated with the NSA. If your industry is being tarred, your challenge is to show how your firm is different.

3. Where does the customer want and need to go?

This is the standard "solution selling" stuff.  Presumably, before you bother to present, you've asked the customer questions and figured out where your offering can help the customer achieve their goals.

If you've neglected this, and you're thinking that you'll get the customer interested by presenting "spray and pray" list of features and functions, think again. This never works, because it forces the customer to think too hard about where your stuff fits.

4. What might to prevent them from buying now?

There are two general areas of concern here.  The first consists of objections to your specific offering, such as "it costs too much" or "it doesn't do 'x'."  You overcome these objections by emphasizing what's uniquely valuable in your offering.

The second area is more thorny: the customer's spending priorities.  If the customer sees your offering (and the problem it solves) is less important than other spending, you must emphasize the negative consequences of not buying now.

5. What actions can this specific audience take?

In an ideal world, you'd like to get all the decision-makers into a single room and get them all to agree to buy everything you're selling and write you a huge check that you can cash immediately.

Since this isn't an ideal world, you're likely to be presenting to a combination of decision-makers, influencers, or seat-warmers?  If they're decision-makers, know what decision do you want them to make.  If they're influencers, know who you want them to influence.  If they're seat warmers, well, don't bother to present.

6. How does your customer make decisions?

Every decision-maker has a slightly different style of decision-making.  Some decision-makers need stacks of data, others need lots of handholding. Some need plenty of references, others like taking risks.

Early in the sales cycle--long before you present--find out how the customer has made similar decisions in the past.  Then model your sales efforts, and your sales presentation, around those previously successful sales efforts.

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9 Incredible Sales Presentation Examples That Succeed

In our analysis today, we’ll be reviewing the top sales presentation examples.

Why? Because customers want to understand how you’ll be able to add value to their businesses. As such, how you deliver your sales presentation in of the essence.

As tempting as it may be, you need to steer away from thinking of a sales presentation as a “pitch”. This is because, in baseball, the best of pitchers tend to strike batters out.

Since this is not something we want to do, we’ll look at creating convincing pitches that resonate and get hit right out of the park.

By the end of our review, you should have the tools you need to make that home run and meet all your goals.

What is a Sales Presentation?

Elements of a great sales presentation, 1. 21 questions, 2. clarify the priorities, 3. customer is always right, 4. moving pictures, why sales presentation is important for businesses/sales reps, 1. face-to-face, 2. engagement, 3. flexibility & versatility, 4. consistency, overview of the top sales presentation examples, 1. snapchat, 4. salesforce marketing cloud, 5. office 365, 7. immediately, 9. talent bin.

A sales presentation refers to a formal and pre-arranged meeting online or at a location where a salesperson gets to present detailed information about a product or product line.

A great sales presentation is one that endears a brand to prospects. For this to happen, you first need to ensure that it’s not purely focused on products. Rather, it should be tailored to connect with your audience.

The trick, therefore, lies in making your narrative compelling.

Living in the informational age has forced salespersons to change tack when handling customers. This is because more than ever, prospects have all the relevant data about what they want right at their fingertips.

As such, before you make your presentation, you need to first ensure that the information you have is relevant. You can then use that as a Launchpad to connect with prospects.

Importantly, you need to practice listening and avoid religiously sticking to a script before responding to objections.

Often times, salespeople tend to spend plenty of time preparing for what they want to say to customers. While this is perfectly okay, it’s also essential to dedicate enough time to draft the right questions to ask.

With an objective outline of questions, you may actually find yourself deeply engrossed in conversation with prospects.

If you find that prospects are not willing to fully confide in you, it’s good practice to tweak your setup with leading questions before tabling open-ended questions . The responses they share will be able to inform you on how to proceed with the interaction.

Before you begin your sales presentation, you need to first clarify what their priorities are. It’s also good practice to inform them that you’ll be making logical pauses during the presentation to query about what they think about certain points raised.

If you’re unsure about what kind of questions to ask, try to frame the questions from the prospect’s point of view.

Questions like, “How do you see that fitting into your existing process?” and “How does that compare to what you’re currently doing?” are great ways to frame your inquiries.

As always, the end-goal is to close sales. You can facilitate this happening by promoting engagement levels.

When handling prospects, it’s best to first talk more about them, and less about you. If you have prepared “about us” slides, then have them featured right at the very end of the presentation.

Ideally, you want to put more emphasis on your customers’ goals, expected outcomes, and then divulge how you’ll lead them towards success.

To further convince them to join your bandwagon, it’s important to showcase how others have benefitted from your initiative.

If a picture is worth a thousand words, then video is the real deal.

By incorporating videos as part of your sales presentation, you’ll be able to break the monotony that usually exists in text-only slides. While making your presentation, try to also walk about the room and engage your audience.

If you follow through on these steps, you’ll realize you have plenty of talking points throughout.

As a suggestion, try to also make a video about how you can aid your prospect’s company. It also wouldn’t hurt if you interview a couple of team members and hear their take on a range of issues.

As a salesperson, you can use sales presentations to inform, educate, inspire and persuade prospects to buy your products.

A well-crafted and detailed presentation can actually help a business reinforce its reputation and act as a showcase of the level of professionalism.

Before we list out a host of sales presentation examples, it’s best to first note that they are a great way to meet up with customers and prospects in person.

Through face-to-face interactions, you can build trust and reinforce existing relationships . When done right, you may realize an influx in the number of purchases after such meet-ups.

Sales presentations are great when it comes to audience engagement. This is because images have the power of captivating audiences while bullet points can help them follow the logic of the entire presentation.

By injecting theatre during the presentation, you can leave a lasting impact on individuals. This is quite in contrast than if you decided to just talk to them. This heightened sense of engagement is great since your message is properly relayed to your audience.

Sales presentations are fantastic because you can swiftly change up the content and make modifications on the fly. They are vastly better than printed mediums like brochures where you have to stick to the agenda and making tweaks is usually an expensive undertaking.

Presentations are also a versatile communication tool. You can employ them in one-to-one meetings or in large meetings that require you to make use of a projector. Alternatively, you can choose to expand your reach by making them available for online viewing and downloading.

Sales presentations offer you a structured way to communicate about different products, services, and companies.

If you’re working in an organization, you’ll realize that people in various departments are capable of communicating information in a consistent fashion.

Having revealed this, it’s worth pointing out that you need to make good use of bullet points/prompts to ensure that you always remain objective and stress on the key points.

Snapchat , the impermanent photo messaging app, is a big hit among millennials.

Having been conceived as part of a Stanford class project in 2011 under the initial name of Picaboo, it’s has quickly risen through the ranks. Today, it’s one of the most dominant social media platforms out there because it encourages self-expression in the here and now.

• From this sales presentation example, you can clearly see what Snapchat was trying to do. While a large portion of it is filled with fine print and explanations, they’ve divided it into major talking points that readers simply can’t miss. This strategy is great since it ensures even readers who simply want to skim through the content are able to catch all the highlights.
• Impressively, they also created content that resonates with prospects of varying levels of knowledge. This is a fantastic strategy since it increases the probability of closing a deal.

The self-proclaimed “front page of the internet” has been shaping trends for a good minute now. Eager to impress, the sales honchos at Reddit decided to go the sales presentation route and won hearts while at it.

• Reddit’s opening image of a cat riding a unicorn has great visual appeal and helps leave a lasting impact with audiences
• This is one of the best sales presentation examples because Reddit strives to remain objective and stick to its brand identity
• Reddit also makes great use of memes and pop-culture images to get their message across. This is a great strategy since Redditors love this kind of content. In addition, it helps the brand stand out from the rest because of the “X” factor in their presentation.
• The round data figures shared by Reddit are also striking since they help their audience to digest the information and get to thinking how a product/service can help them grow

This social media management tool gives you the freedom to manage multiple social media profiles in a single dashboard.

• Their sales deck is fast-paced and begins with them sharing how they have left an impact on the social media scene. This is a brilliant strategy since it helps audiences get a breakdown of the services offered without much ado
• In other slides, Buffer goes at length to share their milestones and how they’re planning to grow their reach in the years to come. This is one of the finest sales presentation examples because it’s systematic and they manage to bring the message home with every slide

Salesforce is renowned as being the driving force behind one of the world’s top CRM solutions, Sales Cloud. Through their ventures, they’ve been able to transform how enterprises (including fortune 500 companies), connect with clients.

• Salesforce crafted one of the best sales presentation examples because they were able to simplify the sale and help prospects further down the sales journey
• They also broke down the complex processes involved in simpler formats using visual diagrams and flowcharts
• By incorporating images and text overlay slides, Salesforce made a point of ensuring that you have a better understanding of what their services were all about

Microsoft’s subscription-based productivity suite is great for collaboration in the workplace. We’ve listed them out as one of the best sales presentation examples because they came up with a comprehensive layout that really spoke to the masses.

• The color scheme employed was in line with their productivity apps. By doing so, the designers sought to maintain synergy with the move acting as a clear show of consistency all around.
• The images used on every screen is a pointer to the fact that they have a dedicated team that aims to foster collaboration at the workplace. Commendably, the text sections also have a bright, vivid block of color to ensure clarity. This is a fantastic strategy since colors allow audiences to dart their eyes across the screen and focus on what really important

This end-to-end product management software comes in handy in supporting the product journey. If you’re a product manager, you’re surely going to love having it as a go-to tool since you have the power to convert great ideas into great products.

• The minimalist concept behind this approach makes it one of the most exemplary sales presentation examples
• The content layout is also super-duper. As you read through the informal tone, you get an impression that you’re actually conversing with a friend over coffee than actually sitting through a meeting getting pitched on why you should adopt a product
• The short sentences are also super engaging and the text in parenthesis gives you the impression that you’re actually getting the scoop on a trade secret

This fantastic platform was built with the sole intent of making the workplace a happy place to operate in. With Immediately, you get the opportunity to focus on the tasks that really interest you.

• By making use of stock photos and callout bubbles, Immediately perfectly illustrates various audiences’ pain points and helps create a sense of relatability
• There’s great personalization involved throughout the slides which helps the brand connect with various audiences. As a salesperson, you can borrow a leaf from this approach and embrace it to drive home the essence of your product.

Zuora is an enterprise software company does a great job of providing bespoke subscription-based services.

Through its ventures, the company has been able to produce one of the standout sales presentation examples. Here’s why we think they are definitely winning:

• Their presentation largely constitutes images and minimal text with thought-provoking facts
• The backgrounds are laden with images. This is a masterstroke since it helps personalize and distinguish the brand from the competition.
• The wordplay is excellent and the imagery used gives you a contemporary feel about things. This is perfectly in line with their brand message of how important it is to adapt to the times. If you think that they can help you position yourself in the market, then, you need not look further!

This online applicant sourcing and tracking software enables organizations to discover top talent by gathering implicit data from a large pool.

• Great graphical layout and use of white space to represent numbers. The colors incorporated are quite brilliant and go a long way in telling the narrative.
• The bulleted points have greatly help compartmentalize detailed content. You can implement this same approach if you’re looking to ensure that your audience follows the message.
• Compelling imagery is used to convey their brand message and compel prospects to take up their services

So there you have it. We’ve highlighted nine of the top sales presentation examples to get your creative juices flowing.

Hopefully, you’ll be able to convert more prospects into paying customers !

Do you think there are some sales presentation examples we’ve missed?

Which ones do you fancy?

Let us know in the comments section below!

Jack is known for leading the charge in sales innovation. He has a proven track record of working with top organizations to help them integrate social into their traditional sales process.

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10 Powerful sales closing questions to secure more deals

If you work in sales or have ever worked in sales, then you will recognize this scenario only too well…

You’ve nurtured a prospective customer through your sales funnel or sales pipeline. They seem interested, but then, when it comes to closing the deal, they walk away. This can be a devastating moment, not only in terms of lost revenue but also a potential loss of confidence. 

One of the most important stages in any sales relationship is the closing stage. It’s crucial to analyze the sales closing questions you currently use and ask whether you could improve your performance with better sales closing questions. Here, we’ll help you do just that.

What are sales closing questions?

Image sourced from hubspot.com

Sales closing questions are the questions posed to potential customers in order for them to make a purchasing decision. They can also gauge your prospect’s interest in moving forward and reveal any pain points or objections they may be feeling and/or experiencing. 

Good sales reps will know the right moment to ask a closing question. They will look for verbal and nonverbal cues that indicate just how keen the customer is. A closing question will not necessarily be the final part of the process; if the sales professional can overcome any objections, it may be a cue to initiate further discussions and negotiations.

Types of sales closing questions

There are different types of closing questions that you can utilize in different scenarios as part of your sales closing techniques. Knowing what type to use will depend on where the salesperson thinks the customer is in the decision process.

• Assumptive – With this type, your thinking is that the customer is ready to buy and is a when or how not if scenario. 
• Transitional – This type looks to address any objections while emphasizing the benefits and value proposition of your product or service. 
• Sales poin t – These questions focus directly on what benefits the customer will get if they move forward with a purchase. 
• Tailored –Here, you are offering customers a choice of options that you have customized to their needs or budget. This can empower their decision as they feel they have more choices.
• Soft – A more subtle approach that seeks to move the prospect toward the end of your sales pipeline without being pushy.

10 Sales closing questions you can try

Every member of your sales team has an arsenal of tools at their disposal and should always be looking to add to or improve that arsenal.

1. What do you think?

This is a great closing question as it’s an open question so keeps the customer engaged with the process. Their answer could indicate a readiness to buy or it could identify objections you need to address.

On some occasions, it might just be a case of clarifying some details. For example, ‘I’m really interested, but I just need you to confirm the video conferencing solution security measures and standards again to check it’s suitable. ’ 

It is also a good way to cement the relationship by showing that you value their opinion and that you empathize with any problems they may be experiencing.

2. Which option do you prefer?

Customers like to have a choice and this question can help you explore those options. For example, if you’re selling a SaaS product, there will likely be a variety of options including level of service, payment plan, etc. You are still controlling the sales process while investigating the options the customer prefers. 

Whatever the customer responds, it is based on the assumption that they will eventually buy. You are investigating their preferences while also narrowing down their choices.

3. I can give you a discount but…

This question allows you to introduce a time-limited offer to the equation. You want to create a sense of urgency for the customer and a fear of missing out (FOMO). You can also emphasize the benefit of accepting the discount by highlighting the benefits. For example, ‘If you accept this discount on our B2B lead generation tool, you could save $1200 over the course of a year’.

4.What are your doubts?

This is a great open question that can investigate any final hurdles you may need to get past to close the sale. Maybe they’re hesitant over your price point or still have questions regarding some of the technical features of your VoIP phone solution and they are unsure if it will meet their needs. While useful as a closing question, you should also be asking this after any sales pitch or product presentation.

5. Which functionalities or features are most important for you?

If you’re selling SaaS, CCaaS, or any other type of as a service or technical product, then the prospective customer will often have specific requirements. This question allows the customer to focus on what functionalities or features are important to them and why. If your product is lacking that specific functionality or feature, you may be able to point out what it offers as an alternative. 

For example, you are having a sales conversation about a CRM (customer relationship management) solution you offer. The customer would like to see integration functionality with their existing marketing automation tools, but you can point out that your solution has a better marketing automation functionality built into it.

6. What would it take for you to sign?

This is a good question for identifying any objections or what you have to do to get the customer to buy. It also makes the customer feel that they are in control of the sales process and that they can dictate the terms of the purchase. For example, the customer might say, ‘If you can give me a 5% discount on the monthly subscription fee for your virtual call center system , I will sign today’.

7. What do you see as the main benefits for your business?

As part of your pitch, presentations, and discussion, you will have focused on the benefits your product will bring to the customer and what problems it will solve. This question flips that and also acts as a form of reflective listening (on the customer’s part). It ensures that the customer understands your value proposition and any USPs (unique selling points). 

It can also make them consider any of the benefits you’ve mentioned and can move them to that magic point in your sales pipeline.

8. What impressions do you have?

While similar to ‘What do you think’, you can use this question to get the client’s perspective of more than the product. What do they think about your company? Is it an ethical one with a good reputation? It gives you an idea of their overall impressions, including the product or service. It can give you the opportunity to correct any misconceptions the customer has about your brand as well as your products/services.

9. Is there anything else you need to know?

Even the best salesperson sometimes forgets to include something in their discussions. You can tailor this question to be about the product, your business, or the specifics of the deal. It can highlight something the customer is unsure about and provides you with an opportunity to fill in any gaps. It can also be helpful if you’re meeting with someone who isn’t a decision maker so they have all the information needed to take to that person.

10. What would happen to your business if you weren’t to do what we discussed today?

You’ve presented all the benefits your product or service brings, you’ve shown how it solves a need or a problem, and you’ve overcome any objections the customer may have had. This question helps the customer to consider what problems won’t be solved if they decide not to purchase. It also gives you an insight into how the customer views your product and, ultimately, how interested they are.

The takeaway

Your sales strategies consist of different steps and different tactics. The decision-making process may be a long one (in the case of enterprise-level sales) or relatively short. While every step is important in itself, it’s that closing conversation that can lead to a sale. You need to examine your own sector and your sales cycle to see what sales tactics work best for you. 

Sales closing questions, despite the name, are not always the final square on the board. In the closing phase, a positive response may lead directly to a sale or it may initiate further discussion. They can help you identify sales objections or specific problems or queries the customer may have. It’s all about building and maintaining a positive relationship that will lead to both a sales conversion and—hopefully—customer loyalty.

Can I customize these questions to fit my sales style?

Absolutely. It’s important to tailor these questions to match your communication style and the unique needs of your prospects. Customization can make your questions more authentic and effective.

How do I handle a negative response to a closing question?

Respond calmly and use the opportunity to understand the prospect’s objections or concerns in greater detail. This allows you to address issues directly and adjust your approach to better meet their needs.

What should I do if a prospect is hesitant to answer a closing question?

If a prospect is hesitant, it’s important to be patient and provide reassurance. Reiterate the benefits and value of your offering, and offer to address any remaining concerns or questions they may have.

Originally published Aug 20, 2024

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Sales Meeting Guide: Importance, Best Practices, and Tips to Prepare

Table of contents

What Are Sales Meetings?

Example of a successful sales meeting, types of sales meetings, importance of sales meetings, how to prepare for a sales meeting, how to follow up on a successful sales meeting, things to avoid when planning and hosting a sales meeting, key sales meeting topics you can use, make your sales meetings more effective with goodmeetings.

Meetings are a big part of sales! 

They can improve your sales process, make your team more productive, and help you hit your sales targets. 

Unfortunately, many sales meetings tend to drag on and lead to nowhere. In fact – 71% of senior sales managers think their meetings are ineffective and a waste of time.

The problem? Too often, sales meetings lack clear goals, structure, and engagement. Without these – they become time-consuming and demotivating for your team.

In this guide, we’ll get into the essentials of effective sales meetings. You’ll learn about different types of sales meetings, why they’re important, and get practical tips for preparing and hosting them. We’ll also share a few sales meeting topics with you.

Source: Goodmeetings

Sales meetings are gatherings where sales teams come together to discuss important topics related to their work. These meetings can be about – 

• Setting goals
• Reviewing performance
• Sharing new strategies
• Solving problems

They can happen in person or virtually – and they are usually led by a sales manager. The main purpose of sales meetings is to keep everyone on the same page, motivated, and focused on achieving the team’s targets. 

They also provide a chance for team members to share ideas, get feedback, and stay updated on any changes or new information that can help them in their sales efforts.

Fun Fact: Salespeople spend 12% of their day in internal meetings.

Related: 20 Sales Meeting Ideas That Are Both Fun and Motivational

Let’s say your sales team is launching a new product next month. To prepare – you hold a sales meeting where the sales manager outlines the product features, target market, and sales goals . 

Team members discuss strategies for approaching potential customers, share any concerns , and ask questions. 

The meeting includes a review of past sales data to identify successful tactics and a brainstorming session for creative sales pitches.  

By the end of the meeting, everyone has a clear understanding of the product , their individual goals , and the steps they need to take to achieve them. 

This helps guarantee a successful product launch .

Sales meetings come in various forms – each serving a different purpose to help your team succeed. Here are some common types:

• Team Meetings : These are regular gatherings where the entire sales team meets. The purpose is to discuss updates, share information, and align on goals.
• One-on-One Meetings : It is a type of personalized session between a sales manager and an individual team member. They review performance, provide feedback, and offer support.
• Training Meetings : These sessions focus on improving sales skills and product knowledge. They often include workshops and role-playing exercises.
• Strategy Meetings : This meeting is aimed at planning and discussing sales strategies. They focus on market approaches and new tactics to reach targets.
• Performance Review Meetings : The team reviews sales data in these meetings. They track progress toward goals and identify areas for improvement.
• Product Launch Meetings : These are special meetings to introduce new products. They discuss features and plan marketing and sales approaches for the launch.
• Brainstorming Sessions : These are collaborative meetings where team members generate new ideas. They aim to improve sales processes and strategies.
• Client Meetings : This is a direct meeting with potential or existing clients. The goal is to discuss their needs, present products, and close deals.

Fun Fact: 38% of employees have one-on-one meetings with their managers every week.

Related: 15 Sales Games to Make Sales Meetings and Training Fun

Sales meetings are important for several reasons. They play a key role in the success of any sales team. Here are some sales meeting benefits: 

• Clear Communication

Sales meetings guarantee that everyone is on the same page. They help share important information and updates quickly. This prevents misunderstandings and keeps the team informed about goals, targets, and any changes.

• Team Alignment

Regular meetings align the team towards common goals. They make sure everyone knows their responsibilities. This alignment helps the team work together efficiently and reach targets faster.

• Problem-Solving

Meetings provide a platform to discuss challenges. Team members can bring up issues they face in the field. The team can then brainstorm solutions together, leading to faster problem resolution.

• Skill Development

Training meetings help improve the team’s skills. They provide opportunities to learn new sales techniques and product knowledge. This continuous learning keeps the team sharp and competitive.

• Performance Tracking

Regular performance review meetings help track progress. They show where the team stands in relation to their goals. This helps identify areas that need improvement and recognize top performers.

• Motivation and Morale

Sales meetings boost team spirit and motivation. Celebrating wins and acknowledging hard work during meetings can lift morale. A motivated team is more likely to perform better and stay committed.

• Strategy Planning

Strategy meetings help in planning the best ways to achieve sales targets. They allow the team to discuss and refine their sales strategies. This planning is important for adapting to market changes and staying ahead of competitors.

• Feedback and Support

One-on-one meetings provide personalized feedback and support. They help address individual team member’s concerns and needs. This support helps improve performance and job satisfaction.

• Customer Insights

Client meetings offer direct feedback from customers. This feedback is valuable for improving products and services. Understanding customer needs helps in tailoring sales approaches effectively.

Brainstorming sessions encourage creative thinking. They provide a space for new ideas to improve sales processes and strategies. Innovation keeps the sales process dynamic and effective.

Related: 10 Best Meeting Recording Software to Consider in 2024

Preparing for a sales meeting requires careful planning and attention to detail. Follow these steps to ensure your meeting is productive and effective:

• Set Clear Objectives

Decide what you want to achieve with the meeting. Whether it’s reviewing performance, planning strategies, or training, having clear goals helps focus the meeting. According to a study, 62% of meetings have no clear agenda, leading to wasted time.

• Create a Sales Meeting Agenda

Creating a sales meeting agenda is very important for a productive outcome. Here’s how to do it in detail:

• List Main Topics : Identify the key sales meeting topics that need discussion. Examples include – sales performance reviews, new product updates, and strategy planning.
• Prioritize the Sales Meeting Topics : Decide the order of discussion. Put urgent or important items first.
• Allocate Time Slots : Assign specific time for each topic to keep the meeting on track. For example – 15 minutes for performance review and 10 minutes for product updates.
• Add Key Points : Under each topic, write down key points or questions to guide the discussion. This guarantees that all important details are covered.
• Gather Necessary Materials

Collect all the documents, reports, and presentations needed for the meeting. Make sure you have up-to-date sales data, performance reports, and any other relevant information. This preparation helps in making informed decisions during the meeting.

• Send Out Invitations

Inform all participants about the meeting details, including date, time, and location (or virtual meeting link). Sending invitations well in advance gives everyone enough time to prepare. Include the agenda in the invitation for better preparation.

• Prepare Your Presentation

If you are presenting, organize your slides and notes. Make sure your presentation is clear, concise, and engaging. Use visuals like charts and graphs to illustrate key points. Practice your presentation to ensure smooth delivery.

Related: 15 Best Sales Methodologies You Need to Know

• Assign Roles and Responsibilities

Determine who will be responsible for presenting different topics or leading discussions. Assigning roles helps in managing the meeting efficiently. It also ensures that all necessary points are covered by the right people.

• Review Previous Meetings

Look at the notes and action items from previous meetings. This helps in following up on unfinished business and ensures continuity. It also shows that you are tracking progress and holding the team accountable.

• Prepare for Q&A

Anticipate questions that might come up during the meeting. Prepare answers and additional information to address these queries. Being ready for questions demonstrates thorough preparation and builds confidence among participants.

• Set Up the Meeting Space

If the meeting is in-person, make sure the room is set up with all necessary equipment like projectors, whiteboards, and seating arrangements. For virtual meetings, test the technology beforehand to avoid technical issues. Ensure everyone knows how to join the virtual meeting.

• Send Reminders

A day before the meeting, send reminders to all participants. Reminders help ensure everyone remembers the meeting and arrives prepared. This small step can significantly improve attendance and punctuality.

Related: 12 SaaS Sales Metrics You Should Care About in 2024

How to Host and Run a Successful Sales Meeting? Sales Meeting Best Practices and Tips

Now that you know how to prepare– let’s take a look at the sales meeting best practices and tips to follow.

• Start on Time

Begin the meeting promptly to show respect for everyone’s time. Starting on time sets a professional tone and helps keep the meeting on schedule. Did you know? Meetings that start late can waste a lot of time and can become unproductive. 

• Engage Participants

Actively involve everyone in the discussion. Encourage team members to share their sales meeting ideas and ask questions. This participation helps keep the meeting lively and ensures that different perspectives are considered.

• Stick to the Sales Meeting Agenda

Follow the sales meeting agenda closely to make sure that all planned topics are covered. Avoid straying off-topic or letting discussions drag on too long. Keeping to the sales meeting agenda helps maintain focus and efficiency.

• Manage Time Effectively

Keep track of time for each topic and move the discussion along as needed. If a topic needs more time, consider scheduling a follow-up meeting rather than letting the current meeting run over.

• Use Visual Aids

Utilize slides, charts, and graphs to make points clearer and more engaging. Visual aids help illustrate key ideas and keep participants interested. Studies show that using visuals can improve learning by up to 400% .

• Address Concerns Promptly

If issues or concerns arise, address them as soon as possible. Ignoring or delaying the resolution of problems can lead to frustration and reduced productivity.

• Document Everything

Take detailed notes during the meeting, including key discussions, decisions made, and action items. Documenting everything helps to make sure that there is a clear record of what was discussed and agreed upon. This helps to avoid misunderstandings. Goodmeetings can help you automatically capture sales meeting notes. 

Send a summary of the meeting, including key points and action items, to all participants. This follow-up reinforces the meeting’s outcomes and keeps everyone accountable for their responsibilities. With Goodmeetings – you can directly share the meeting summary with all the participants. 

Related: Sales Pitch 101: How to Create a Perfect Sales Pitch

Following up after a successful sales meeting is important to maintain the momentum. Here’s how to do it effectively:

• Send a Meeting Summary

Within 24 hours of the meeting, send out a summary to all participants. Include key points discussed, decisions made, and action items with assigned responsibilities. This recap helps reinforce what was covered and reminds everyone of their tasks.

• Distribute Action Items

Clearly list all action items from the meeting, along with who is responsible for each task and the deadlines. This guarantees everyone knows their next steps and helps track progress.

• Schedule Follow-Up Meetings

If needed, set up follow-up meetings to review the progress of action items or to address any ongoing issues. Scheduling these in advance keeps everyone accountable and on track.

• Provide Additional Resources

Share any additional resources or information that was mentioned during the meeting. This could include reports, links, or documents that support the action items or decisions made.

• Monitor Progress

Regularly check in on the progress of assigned tasks. Reach out to team members to offer support and ensure deadlines are being met. This helps address any problems early and keeps the team focused.

• Request Feedback

Ask participants for feedback on the meeting and the follow-up process. This can be done through a quick survey or informal conversation. Feedback helps identify what went well and what can be improved for future meetings.

• Recognize Achievements

Acknowledge and celebrate the completion of key tasks or successful outcomes related to the meeting. Recognizing achievements boosts team morale and reinforces positive behaviors.

Related: Creating a Winning Sales Deck in 2024: A Step-by-Step Guide

Now that you know about sales meeting best practices, let’s take a look at the things you shouldn’t do.

• Lack of Clear Objectives

Avoid starting a meeting without clear goals. Without a defined purpose, meetings can become unfocused and unproductive. Make sure you know what you want to achieve before the meeting begins.

• Poor Time Management

Don’t let meetings run over time or linger on irrelevant topics. Stick to the agenda and manage time effectively to keep the meeting productive and engaging.

• Ignoring the Agenda

Failing to follow the planned agenda can lead to confusion and wasted time. Make sure to address all scheduled topics and avoid straying off track.

• Overloading Information

Avoid presenting too much information at once. This can overwhelm participants and dilute key points. Break down information into manageable segments and focus on the most important details.

Related: A Complete Guide to Sales Call Reporting: Tips, Templates & Tools

• Lack of Participation

Don’t let a few people dominate the discussion while others remain silent. Encourage input from all attendees to ensure diverse perspectives and a more balanced discussion.

• Skipping Follow-Up

Neglecting to follow up on action items and decisions can lead to missed opportunities and uncompleted tasks. Ensure you document and track progress on all assigned tasks.

• Technical Issues

Avoid technical problems by testing equipment and technology before the meeting. For virtual meetings, check your internet connection and make sure all participants can access the meeting platform.

• Neglecting Team Morale

Avoid a rigid and unengaging meeting environment. Incorporate elements that boost morale and keep the team motivated, such as acknowledging achievements and encouraging a positive atmosphere.

Related: Complete Guide to Sales Battlecards – What Are They and How to Use Them?

When planning a sales meeting, it’s important to cover the right topics to make sure it is productive and relevant. Here are some key sales meeting topics to include:

• Sales Performance

Review how well the team is meeting sales targets. Discuss individual and team performance, and highlight areas where improvements are needed.

• New Sales Strategies

Introduce and discuss new strategies or tactics to improve sales. This could include new approaches to reaching customers or changes in sales techniques.

• Product Updates

Provide information about any new products or updates to existing ones. Make sure the team knows the features and benefits of these products to sell them effectively.

• Market Trends

Discuss current trends in the market that could impact sales. This includes changes in customer preferences, competitor activities, and industry news.

Related: How Does Emotional Intelligence Help in Closing More Deals?

• Customer Feedback

Share feedback received from customers. This helps identify what’s working well and what needs improvement in your products or services.

• Challenges and Obstacles

Talk about any challenges the team is facing. Discuss possible solutions and how to overcome these obstacles to improve sales.

• Upcoming Events

Inform the team about any upcoming events, promotions, or campaigns. Discuss how these events will be handled and what role each team member will play.

• Training Needs

Identify any skills or knowledge gaps within the team. Plan for training sessions to address these needs and help the team improve their sales skills.

• Recognition and Rewards

Acknowledge and celebrate the successes of team members. Recognizing achievements boosts morale and encourages continued high performance.

Related: What is Ideal Customer Profile in Sales – Framework to ICP

One of the key reasons why sales meetings become ineffective is due to – a lack of attention. And this happens because sales reps are busy taking down meeting notes. But now you can easily avoid this by introducing Goodmeetings to all your sales meetings.  

It is an AI-powered tool that automatically records, transcribes, summarizes, and analyzes your sales meetings. This way – it automated mundane tasks as well as offer hidden insights from meetings that help you close more deals faster. 

Related: How to Use Generative AI for Sales Success Let’s take a look at how Goodmeetings can make your sales meetings more effective:

• Call Recording : Capture every word of your sales interactions for comprehensive follow-ups.
• Multi-language Support : Communicate clearly with clients across different languages.
• High-Quality Transcriptions : Convert conversations into searchable text, making insights easy to find.
• Human-level Summaries : Get concise summaries of meetings to save time and stay focused.
• Call Analytics : Analyze call data to improve your sales approach and strategy.
• Automated Action Items : Automatically generate and organize tasks from meetings, keeping track of responsibilities.
• Video Meeting Library : Archive and review video meetings for training and improvement.
• Meeting Performance Insights : Evaluate meeting effectiveness and identify areas for improvement.
• Coaching : Receive personalized feedback to enhance sales skills and performance.
• ‘Ask me anything’ : Quickly access details from past meetings with AI-powered assistance.
• Customized Reporting Dashboards : View and analyze data tailored to your specific needs.
• Deep CRM Integration : Connect meeting insights with your CRM for better customer relationship management.
• AI-generated Key Moments : Highlight critical moments in meetings for easy review.
• Sentiment Analytics : Understand client reactions and adjust your approach accordingly.
• Screenshare Analytics : Track engagement during screen share sessions to improve presentation impact.

Related: Getting Started with the Goodmeetings Notetaker

Goodmeetings helps you to maintain a searchable database of all the meetings and even gives insights – thereby making your sales meetings more productive. 

The best part is that you can start using Goodmeetings for free with a 7-day trial . You can also request a free demo to see how it works.

Get More Out Of Your Sales Meetings

With goodmeetings, 1. how do you create a sales meeting agenda.

Create a sales meeting agenda by listing topics to discuss, setting a time limit for each item, and sharing it with participants before the meeting.

2. What are some sales meeting ideas?

Sales meeting ideas include role-playing scenarios, brainstorming sessions, guest speakers, and reviewing case studies to keep the team engaged and learning.

3. What are some sales meeting activities?

Sales meeting activities can include team-building exercises, discussing recent successes, setting goals, and reviewing key performance metrics.

Related: 15 Best AI Sales Tools & Software [2024]

4. How can sales meeting AI help?

Sales meeting AI like Goodmeetings can assist by – recording calls, providing transcriptions, analyzing performance, and generating action items automatically to enhance meeting efficiency.

5. What are sales meeting best practices?

Sales meeting best practices include starting on time, following the agenda, engaging all participants, managing time well, and documenting key points and action items.

6. What are some sales meeting benefits?

Sales meeting benefits include improved communication, better alignment on goals, enhanced strategy development, and increased accountability among team members.

Wrapping Up

Effective sales meetings are important for team alignment and achieving goals. By following best practices and preparing thoroughly – you can make meetings productive and impactful. Remember to set clear objectives, stay organized, and encourage participation. Tools like Goodmeetings can further enhance your meetings by providing valuable insights and automating tasks.

Make Every Sales Meeting 10x More Productive!

Use goodmeetings now, about the author.

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Khimik Mytishi / Atlant Moscow Oblast / Atlant Mytishchi Oblast

by kirusgamewornjerseys

Hockey Club Atlant Moscow Oblast was a Russian professional ice hockey team based in Mytishchi, Moscow Oblast. They were members of the Bobrov Division of the Kontinental Hockey League in the 2014–15 season, but have not been active since the 2015–16 season due to financial issues. Atlant was founded in 2005 when a team (Khimik) based in Voskresensk was relocated to Mytishchi. The old team traced its history back to 1953. Immediate success allowed Khimik to play in the Championship of the Soviet Union. Leading the team was playing-coach Nikolay Epshtein. In three years, Khimik was graduated to the top league of the Soviet Union. Three bronze medal results between 1965 and 1984 were capitulated in 1989 when the team achieved silver under prestigious head coach Vladimir Vasiliyev, a major accomplishment for a team from a small town. More impressive is how much successful homegrown talent has come out of the Khimik system, withs names including future Stanley Cup winners such as Igor Larionov and Valeri Kamensky. In the spring of 1998, the status of the team changed, representing not only the city of Voskresensk but also the entire Moscow Oblast. This event took place on their 45th anniversary. During the 2005–06 season, the team relocated within the Moscow Oblast, from Voskresensk to Mytishchi. Following this, the team changed its name to Atlant, prior to its inclusion in the Kontinental Hockey League (KHL). Their new team logo features a Central Asian Shepherd Dog.

20 Open-Ended Sales Questions That'll Get Prospects Talking to You

Published: October 11, 2021

Sales qualification is a game of open-ended questions. Unless you ask the right questions, you won't uncover the right needs or understand the right problems to solve. Not having that information could cost you the deal from the very beginning.

But there's an art to asking sales qualification questions . Which is why I'd like to share these tips for asking more effective open-ended questions that quickly qualify and disqualify prospects. Keep reading to find out what those questions are, but first, let’s go over what makes a good question and how you can create a great line of questioning.

What makes a good open-ended sales question?

Open-ended questions have an edge over close-ended questions because they don’t box your prospect into answering with a simple “yes” or “no.”

A close-ended question is something like, “ Is your business in so-and-so industry?” An open-ended question is something like, “ I see your business is in so-and-so industry. What has been your biggest challenge when keeping up with your competition this year?”

A great open-ended question will ensure your prospect answers with enough detail that you can craft a follow-up that’ll get you closer to uncovering your prospect’s needs .

Let’s take the previous question as an example.

• Initial question : “ I see your business is in so-and-so industry. What has been your biggest challenge when keeping up with your competition this year?”
• Follow-up question : “I see. How do you plan to tackle [competitor’s] increasing market share next quarter?”
• Final question : “That’s an excellent plan! You have a pretty small team, so launching that plan could prove challenging. Which types of tools will you leverage for successfully executing your plan?”

Free Guide: 101 Sales Qualification Questions

101 Questions to Ask Contacts When Qualifying, Closing, Negotiating, and Upselling.

• Budget Questions
• Business Impact Questions
• Competitor Questions

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How to Create a Good Line of Questioning

When you first hop on a discovery call with a prospect, it might be tempting to jump to the questions you know will give you a clear indication of the prospect’s interest.

While being bold and blunt might work for you — especially if that’s your preferred selling style — it’s important to phase the tough questions in gradually. The more your prospects converse with you, the more comfortable they’ll feel answering questions about their needs and roadblocks.

Here are some tips for creating a great line of questioning.

1. Start with general open-ended questions.

My first tip is to start with really general questions. Below, I suggest starting with “May I ask you some questions about your business?” Why? This gives your prospect the opportunity to shut the door — or keep it open.

In some situations, it’s better than starting with “Could you tell me about your business?” That question presumes that your lead wants to speak with you. The exception is, of course, when the lead has submitted a form, clearly indicating interest. You can ask them straight away to tell you more about their business.

2. Gauge the leads’ interest as they answer your initial questions.

Read their tone, facial expression, and body language (if the meeting is over video or in person). Do they seem genuinely interested, or are they simply answering questions because you’re asking them?

Based on your previous research of the prospect’s company and their interest at the beginning, you can decide whether to cut the qualification process short or continue onward.

3. Ask early on how the company evaluates new products and services.

There’s nothing worse than getting far along and then finding out that your prospect uses certain criteria to evaluate new services. And that you don’t meet those criteria. Place this question after asking about their goals and more closely evaluating their needs.

4. Always ask about the budget.

No one likes to talk about money, but in many cases, whether a company chooses to purchase from you depends on the budget. Ask whenever it feels most appropriate, depending on the tone of the conversation and the prospects’ demonstrated interest.

5. Close by establishing follow-up steps.

Never close a sales call without establishing next steps. After you’ve asked enough questions that you feel a next step is necessary, be sure to verbally say that you’ll be emailing them on X date or sending the contract along for their perusal by the end of the day.

Open-Ended Questions for Sales

• May I ask you some questions about your business?
• Could you tell me about your business?
• You specialize in X. Why did you choose that niche?
• Were your telephone transmissions of data fast enough?
• What are your goals for the next [3, 6, or 12] months?
• What does your boss hope to accomplish in the next year?
• How does your company evaluate new products or services before buying?
• Why would you commit time and resources to something that's low to medium priority?
• Tell me about your average day. How would this solution impact your daily work?
• What's holding your team back from reaching your goals?
• Was budget a barrier in solving this problem previously?
• Why is this a priority for you now?
• Who are you doing business with now? Why did you choose that vendor?
• Is there anyone else you think I should speak with?
• What is the business problem you're trying to solve?
• What are the priorities for your business/team this quarter?
• What are your biggest pain points?
• What events are you attending this year?
• Where do you see the biggest opportunities for growth?
• When is a good date to follow up?

B2B Sales Questions

1. may i ask you some questions about your business.

In some situations, it's understood that you're there to gather information. In other situations, it's appropriate to show respect by asking permission to ask questions.

This may be a rhetorical question, but it's worth asking anyway.

2. Could you tell me about your business?

Broad, open-ended sales questions are a good way to start gathering information. They put your prospect at ease because they allow any type of response.

This is a non-threatening way to begin. Listen to what your prospect says and what they omit. Both will suggest areas to explore in greater depth, such as, "Could you tell me more about how absenteeism impacts your bottom line?"

3. You specialize in X. Why did you choose that niche?

Any good interviewer knows that the most logical source of questions comes from the interviewee's responses. Dovetail your questions with the responses by listening for key words.

Example question role play:

• [Prospect] "I own six flower shops that specialize in large event decorating."
• [Salesperson] "You specialize in large events. Why did you choose that niche?"
• [Prospect] "Lower overhead. I can work out of a warehouse rather than a storefront. I don't have to maintain perishable stock; I order in large quantities only when needed, which keeps my prices down."
• [Salesperson] "What do you mean by large events? How would you define that? What are the minimum orders?"

4. Were your telephone transmissions of data fast enough?

Use industry jargon when appropriate. If you're talking to an expert, show your expertise by sounding as if you've spent your whole life in his industry. If you're talking to a neophyte, don't embarrass them with your technical jargon. This is especially true in retail sales, where customers look to salespeople for guidance, not confusion.

Every field has its own jargon, and you may be an expert in yours; however, your prospect may not be as well versed as you. Avoid questions that will confuse your prospect, or worse, make him feel inferior.

• Example question not to ask : “Was the baud rate of your present system satisfactory?”
• Example question to ask : “Were your telephone transmissions of data fast enough?”

5. What are your goals for the next [3, 6, or 12] months?

Keep your questions simple. If you want useful answers, ask useful questions. Convoluted or two-part questions should be avoided. Ask straightforward questions that cover one topic at a time. It’s best to ask for one answer at a time.

• Example question not to ask : “What do you think about the marketing plan and will the new ad campaign confuse customers and would that confusion actually be beneficial to the long-term product growth?”

This will not produce a meaningful answer. If you ask a two-part question, people tend to either answer the second part only or only the part they were interested in or felt safe with. Ask one question at a time!

6. What does your boss hope to accomplish in the next year?

Use a logical sequence for your questions. Prospects like to know where your questions are headed. If they can't tell, they may suspect you're manipulating them. By following keywords and asking sales questions in a logical order, you will keep your intent clear and build trust.

7. How does your company evaluate new products or services before buying?

Start off safe, general, and non-threatening. That means asking open-ended questions that don't touch on sensitive subjects. Later, after you have built up trust — and when it is appropriate — you can ask about financial ability, business stability, credit rating ... anything relevant.

8. Why would you commit time and resources to something that's low to medium priority?

It makes sense to justify a sensitive question to your prospect. After all, they have a right to know why you are asking — but then again, don't be afraid to ask your prospect tough questions.

If a prospect has multiple agenda items for your 30-minute meeting and they start with low-priority action items, don't be afraid to get to the point.

• [Prospect] "Let's start with item number one on the agenda."
• [Salesperson] "Is that the most important item on the list?"
• [Prospect] "I'd say it's low to medium priority for me and the team."
• [Salesperson] "We only have 30 minutes to discuss potential solutions today. Why would you commit time and resources to something that's low to medium priority? We could maximize your time and your team's time by starting with a high-priority item first."

9. Tell me about your average day. How would this solution impact your daily work?

Many prospects will not know all the benefits of your product or service. Therefore, don't ask them what benefits they are looking for; tell them what benefits will be theirs! When you ask them what they want, have them generalize about the improvements they would like to see.

If you were to ask a prospect, “How do you expect a CRM to streamline your data-keeping efforts?” you may make them feel ignorant. They have never owned or used a CRM, so they probably have no idea of all its uses. It would be better to ask what general improvements they would like to see.

• Example question : “What are some of the data-keeping duties in the office that you find tedious and time-consuming?”

This will free the prospect of needing CRM knowledge to answer the question. They’ll answer: “Customer information, duplicate data sets, website activity,” and so on. You'll then have the information you need to recommend the hardware and software.

10. What's holding your team back from reaching your goals?

Remember, you're a liaison between your company and your customers; you are a consultant. As such, you want to question your prospect in a way that will yield the maximum amount of information with the least effort. To do so, take the pressure off the questions.

Ask them in a relaxed tone of voice. Give time for the answers, even if it means sitting quietly and waiting. Don’t be in a hurry to get to your next appointment. The investment you make in time now will pay off handsomely when the prospect evolves into an annuity.

11. Was budget a barrier in solving this problem previously?

Good transitions are a crucial skill in a salesperson's conversational arsenal. If you veer from, " How have you tried to solve this problem in the past? " to "And what's your budget for this solution?", you risk giving your prospect whiplash at how quickly you took the conversation from their pain points to your budgetary concerns.

Instead, work in a transitional question. This bridges the gap between solution sourcing and the prospect's current budget. It keeps them feeling supported while giving you the information you need about the feasibility of their budget.

12. Why is this a priority for you now?

The worst thing that could happen to a salesperson during this part of the process is they ask a question and get a one-word answer in response.

• Example questions not to ask : "Are you happy with your current vendor?" "Did your boss support that decision?" or "Is this a priority for you now?"

Instead, frame your questions in a more exploratory way.

• Example questions : "Tell me about your experience with your current vendor." "How did your boss support or not support this decision?" and "Why is this a priority for you now?"

These small tweaks turn dead-end questions into new avenues for discovery.

13. Who are you doing business with now? Why did you choose that vendor?

Not getting the answers you need? Ask, "Why?" For example, if you ask a prospect, "Have you tried to solve this problem in the past?" and they reply with, "Yes," respond by asking, "Why didn't it work?"

"Why" questions can turn simple answers into rich ones that keep your conversation going. That way, you get the information you need to help your prospect and determine if they're the right fit.

14. Is there anyone else you think I should speak with?

In the discovery or qualifying process, it's important to keep questions focused on benefiting and solving for the prospect you're speaking with at the moment.

Avoid asking how the prospect's pain points stack up to those of another department's. That's secondhand information, and it shifts prospect focus to their colleagues instead of how the issue at hand affects them.

Instead, at the end of your questioning, ask if there's anyone else you should speak with.

• Example question : "Is there anyone else this challenge affects?"

If the answer to those questions is, "Yes, you should speak to Accounting," politely ask, "Would you mind introducing me to the right person in that department?"

This allows you to ask fresh questions, and get honest, first-hand responses from other stakeholders at the company.

15. What is the business problem you're trying to solve?

When the qualifying questions have gone well, your prospect is putty in your hands, and you know they know it's a good fit, it's tempting to make your pitch, but don't.

You have one shot to make a great pitch, and you don't want to blow it by rushing the process. Thank them for their time, give them your next steps and timeline, and take a few days (or, at least, a few hours), to craft a demo or strategy that thoughtfully addresses their pain points and presents a solution.

Qualifying questions are arguably one of the most important parts of the sales process. They tell you if you can help your prospect, and provide the intelligence you need to know exactly how to help them. Don't rush it, be thoughtful in your questioning, and reap the benefits of a question well-asked.

16. What are the priorities for your business/team this quarter?

By understanding what your prospect and their team is focused on for the next few months, you better understand how to help them — or at least what question to ask next.

If they answer, "Our team is focused on hiring, this quarter," and you offer coaching services for hiring managers, you've come to the right place. If your prospect answers, "We're really focused on becoming efficient with a small team," you might need to adjust your approach or next question to better understand if they're the right fit for your coaching services.

17. What are your biggest pain points?

Understand what they're struggling with and you'll understand how you can help. Once they share their pain points, don't immediately reply with, "Well, our new product X can really help you there."

Instead, ask follow-up questions that seek to learn more. Never offer a solution before fully understanding the scope and nuance of the issue. For example, if your prospect says, "Our sales and marketing teams aren't communicating well," follow up with, "Where would you say the communication barriers are?"

The more you learn, the better you can assist.

18. What events are you attending this year?

By asking your prospect where the company is investing time and money, you'll know where their priorities are. If your prospect answers that their marketing team has booths at three Midwestern HR conferences this fall, you know they're trying to expand their regional reach and grow their client base in the human resources industry. It also means that they value face-to-face sales.

19. Where do you see the biggest opportunities for growth?

With this question, you’re giving the prospect ample room to share where their team or business can improve. This is especially a good question if you didn’t get the information you needed when you asked about the customer’s pain points. Plus, it phrases it in a way that positions the pain points as opportunities that can be leveraged for growth.

Your prospect may also answer this question in financial terms. They might say something like, “Well, we failed to meet revenue goals last quarter, and I see an opportunity for us to exceed those goals by expanding into new markets.” In that case, segue into pain points by asking about challenges their team could face.

20. When is a good date to follow up?

If you don’t feel comfortable setting a follow-up date for the prospect, leave the option open by asking this question. I would highly recommend asking this question to prospects who’ve been proactive so far or who’ve shown genuine interest in the product, because they’ll easily set a date.

A prospect who’s not so sure might vacillate, and that could kill your deal before you can deliver your closing pitch. In that case, reword your question as follows: “Can I follow up with you on mm/dd?” If the date doesn’t work for them, prompt them to offer an alternative.

Use Open-Ended Sales Questions in Your Next Call

Asking open-ended questions is the key to qualifying prospects more quickly and efficiently. With the questions I’ve suggested above, you’ll be sure to determine whether a prospect is a good fit for your product and successfully close the deal.

Editor's note: This post was originally published in June 2014 and has been updated for comprehensiveness.

Don't forget to share this post!

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