The 5 questions I use instead of pitching.
When you sound like every other closer, price is all that's left to compare. These questions hand the conversation back, so the prospect explains why they should buy.
Every question below only works if you let the silence do the work. Don't fill the gap. Don't soften the question. Wait.
- Question 1
What made you take this call today?
“Before I tell you anything about what I do, what made you take this call today?”
- When
- Right at the start, before any pitch.
- Why it works
- They name their own reason for being here. Everything you say later hooks into their words, not yours.
- Listen for
- The trigger event. Something happened recently. Find it.
- Question 2
What have you already tried?
“What have you already tried to fix this, and how did it go?”
- When
- After they describe the problem.
- Why it works
- You learn what they think didn't work, so you never pitch something that sounds like their last failure.
- Listen for
- Frustration and wasted money. That's the gap your offer closes.
- Question 3
What happens if nothing changes?
“Let's say nothing changes in the next six months. Where does that leave you?”
- When
- When they seem comfortable or vague.
- Why it works
- The cost of doing nothing comes from them. A risk they say out loud is worth ten you point out.
- Listen for
- Numbers and emotions: lost income, stress, time. Repeat them back later.
- Question 4
What would need to be true?
“Honestly? I don't know yet if this is a fit. What would need to be true for it to be one?”
- When
- Before you present anything.
- Why it works
- They set the buying criteria. You only pitch what they asked for, and you look like the one who isn't chasing.
- Listen for
- Their 2–3 criteria. Answer exactly those. Nothing else.
- Question 5
Why now?
“Why now? Why not six months ago, or six months from now?”
- When
- Right before price, or when they stall.
- Why it works
- Urgency they create themselves doesn't feel like pressure. It also pre-handles “I need to think about it.”
- Listen for
- A deadline or a turning point. If there is none, the deal isn't real yet.
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