Asking effective and open-ended questions

Previously, we discussed why it’s so important to focus on the customer during the qualification phase and how it’s vital to find a sales framework that lets you ask the right questions. We developed the CONSULT method for early-stage startups qualifying potential customers.

Let’s zero in on each of the elements of the CONSULT method and look at examples of what elegant, open-ended questions for each might look like.

C: Current process

Understand what your prospect’s current process and workflow are as they relate to what your solution offers.

How are you currently doing [X]?
Can you please tell me about your current process?
What is working well with this process?

O: Ongoing challenges and pain

Deter mine what challenges the prospect is experiencing with their current process or product. Remember, no pain = no sale. Once you identify the challenges, you can start to shift the conversation to how your product or service can help solve them.

What are some of the challenges with your current process or way of doing things?
If you could improve certain areas of the process what would you do?
Are these challenges business-critical?

N: Needs and product requirements

Once you’ve identified the prospect’s pain points, you’ll want to understand what is important to them when they evaluate solutions. Don’t be afraid to ask!

What is important to you in a solution?
What criteria do you use to evaluate solutions?
What would the perfect solution look like?

S: Success criteria

The goal here is to understand what success looks like to the customer after adding a new solution. Think about it from the buyer’s perspective: What is the goal for them? Is it a quick implementation? Working with an existing tech stack? Creating a certain report? Achieving a certain metric?

If you fast-forward to after you have implemented a solution, what does success look like?
What is the end goal for this project?
What metrics will you review to determine if a product will work for you?

U: Understanding of the evaluation process

How will the customer evaluate your solution and where will the money for it come from?

Tell me about the evaluation process that you will run for [X].
How does your organization or department buy software?
Has your organization bought [X] solutions before?

L: Leadership involved in making the decision

Find out which people are involved in making the decision to buy and implement a product or solution.

Who will be involved in this evaluation?
Are there any other people we should include in ongoing discussions who will be involved in the process?
Who else will be using the product?

T: Timelines and priority

The goal here is to determine by when the customer wants to make the decision and how much of a priority it is for the business. Remember: interest does not imply urgency.

When would you like to make a decision by?
Is this a priority for the organization? When would you like to be live with the solution?
Why is this a priority for the business now?