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28 Sales Questions To Quickly Identify Your Customer's Core Needs

Today's buyers are complex. They have confusing wants and needs. They're strapped for time. They're hesitant to share information -- yet have endless access to product details online.

To provide value to these modern buyers, we need to ask good sales questions. Whether you're new to sales and looking for a go-to list of sales qualification questions or a manager looking to test new questions with your team, this list of great sales questions to ask customers will help you identify your their core needs.

Then, you can customize your sales presentations and pitches to their specific circumstances.

Best Sales Questions to Ask Customers

  1. What are your short-term goals? Long-term goals?
  2. What does this purchase mean to you? What does it mean to your company?
  3. What is your boss hoping to accomplish in the next year?
  4. How do your team objectives play into your department's strategy?
  5. What do you perceive as your greatest strength? Weakness?
  6. How does your company evaluate the potential of new products or services?
  7. Who has your business now? Why did you choose that vendor?
  8. What are your buying criteria and success criteria?
  9. Where would you put the emphasis regarding price, quality, and service?
  10. What level of service are you looking for?
  11. What do you like best about your present supplier? What don't you like?
  12. What do you look for in the companies you do business with?
  13. What might cause you to change suppliers?
  14. What do you like best about your current system? What would you like to see changed?
  15. What do you perceive your needs to be? How important are they?
  16. If you were me, how would you proceed?
  17. Which trade associations do you belong to?
  18. What will it take for us to do business?
  19. How soon can we begin?
  20. What is my best shot for getting back the account?
  21. What did we do in the last sale that impressed you most?
  22. What do you look for in your relationship with a supplier?
  23. Who was the best salesperson who ever called on you?
  24. If you could change one thing about your organization, what would it be?
  25. Do you struggle with [common pain point]?
  26. What deadlines are you currently up against?
  27. Which resource could you use more of?
  28. Would you rather cut costs, save money, or increase productivity?

Great sales questions enable you to tailor your messaging to your prospects' goals and show them your solution is the best choice.

Which sales questions will you use on your next sales call?

Editor's note: This post was originally published in July 2015 and has been updated for accuracy and freshness.

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