15 Questions for Every B2B Sales Conversation

15 Questions for Every B2B Sales Conversation

15 Questions for Every B2B Sales. Sales are the ability to understand the customer’s needs and problems, and then to satisfy them. It is also the ability to ask questions and listen. Talking instead of asking is also one of the biggest sins in sales.


Below I have prepared a ready list of questions that should appear on virtually every sales conversation.

In the menu, the following questions are the basis for all sales. For several years we have processed thousands of such conversations. They really work. Of course, they are universal enough that you can easily use them in your industry. To work. 15 Questions for Every B2B Sales

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15 Questions for Every B2B Sales Conversation

1. How’s the business going? (something for start/reason to talk)

It’s like “small talk” for 30 seconds warm-up. A helpful question when we already have some conversations with a given client. If this is your first time talking, do not go this way. Find a VERY SOLID AND SPECIFIC REASON FOR INTERVIEW.

Why is this question good? It lets the client talk. And often complain. And here is the hidden opportunity to learn about the current situation of the client and his real ills.

2. How did you find out about us? (lead source)

The question will help you understand exactly how the client came to you. Create different categories (e.g. phone, contact form, email, AdWords ad, FB ad, Messanger, etc.) and collect this data in CRM. After some time, these data will be a mine of information for marketing, in which channels it is worth investing, and which will burn your budget unnecessarily.

3. What made you contact? (the reason for contact)

Asking for the reason for contact is really the first step to trying to understand the customer’s problem. Another variant of the question is “What can I do for you?” “Tell me how can I help you?”

4. What problem do you want to solve? (problem)

The first goal of any sales conversation is to find ONE MAIN customer need or problem. This is a question about the heart of the topic of conversation. Another variant of this question is a paraphrase. Do I understand correctly that you want to … If you can just paraphrase what the client tells you to make sure you understand everything correctly. But not only. The paraphrase also shows the client that you are listening to him. And this is the first step to sign the contract.

5. How are you currently dealing with this problem? (Alternatives)

Be sure to find out how the customer is currently solving a problem that your product or service would solve. Understanding alternatives are just as important as knowing competing products. In fact, the alternatives the client tells you about should be long ago and well known to the salesman handle Will it be the result of good market research and training of the salesman himself?

6. What do you care about the most? (priorities)

If the customer lists several problems or needs, find out which one is the most pressing. The fewer problems you’ll have to solve to sign the contract, the better.

7. How much …? (specific numbers)

Ask the customer for specific numbers. What is the turnover? How large the volume of orders it handles. If it uses alternatives how high the costs it incurs. How many orders do I need, etc?

The question of specific numbers clarifies the clients’ unclear arguments about their actions and needs. It also allows you to understand how important a customer you are dealing with (turnover).

8. What do you think about my offer? (waiting for objections)

Whenever you finish presenting your offer, pause, ask this question, and … keep quiet! There will be an awkward silence. It is THIS key moment where the first objections appear. Listen carefully.

9. Who is my most serious competitor and what conditions does he propose? (competition)

Don’t play cat and mouse with your client. It is known that the customer is not an idiot and is certainly considering other offers. Just ask him about it.

10. What do you compare the costs of my product? (Costs)

The ideal question as a response to objection “too expensive”. Unfortunately, the intuitive response to this type of objection in the form of even more arguments presented to the client is wrong!

If the customer says that it is “too expensive”, it means that he has compared it to something in his head (eg to the current expenses for the alternative). Ask and listen.

11. What cost would be acceptable to you? (Costs)

The second way to react “too expensive”. This question checks if the customer takes you seriously. If his financial expectations differ many times from your offer, it means only one thing. The customer is not for you.

Simply say that your product costs X giving Y (benefits) and you will be happy to return to the conversation when the client’s business develops enough that this cost level becomes acceptable.

And the most important. Set the ego aside. Don’t be indignant when the customer offers a ridiculously low price. It’s really your fault that he didn’t understand the value of your product.

12. What should we do to make you start working with us? (openness)

In the menu, we have a rule that every commercial conversation should end with a so-called by qualified refusal. If the client says no, reverse the situation and ask the client directly what he would like you to do. Let the client come up with an offer for himself. This question often works wonders and allows you to return to the “game”.

13. As I understand you are afraid that …? (objections)

Always paraphrase the client’s words to confirm that you have understood correctly. Especially approach this objection in this way. The paraphrase also shows the client that you are listening and understanding him.

14. What do we sign the contract? (close)

One of the most important questions! And at the same time one of the biggest mistakes of traders. NON-CLOSING SALE. Stick to the ABC (Always Be Closing) rules. Always try to sign a contract.

Interestingly, this question is not really about the act of signing the contract. This is one of the best questions to learn about these real customer objections. You put the customer in a very simple zero-one situation. The selection at this stage is another opportunity for further conversation and understanding of the client.

15. In summary, we will do … Right? (plan)

All in all, this is a statement but how important it is. Together with the client summarize the entire conversation and make a list of the next steps. Make sure you understand everything in the same way.

16. I will call you on … at … to … Is this date ok? (plan)

And you get one extra question 🙂 Set the next steps with the client. It is important that they are very precise and accurate in time (day and time).

Summary – 15 Questions for Every B2B Sales.

  • Make a checklist of these questions.
  • Make sure you ask all the questions after each conversation.
  • Collect answers in CRM.
  • If it turns out that you missed something, don’t hesitate to come back to the customer and ask. The successful completion of the topic often depends on it.
  • Remember to always adapt the sales style to the product, customer etc. Adjust the order of questions. Their style. Not all of them may fit your case either.
  • You don’t necessarily ask all these questions in a single conversation, but rather in the entire sales cycle of a given customer.

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