“Where do your customers come from today?” gives more information than “Do you have a website?”. Open questions open up the conversation.
What it means in practice
Open questions can’t be answered with “yes” or “no” – they start with “how”, “what”, “where”, “why”. E.g. “Where do your customers come from today?” instead of “Do you have a website?”.
Why it matters for your business
Open questions open up the conversation, let the customer describe their situation and give you the information needed to tailor the offer. A customer who talks gets involved and reaches conclusions themselves.
Examples and good practice
- “How do customers find you today?”
- “What’s your biggest challenge in winning jobs?”
- “What would change if you had more enquiries?”
- After an answer, ask: “Tell me more”.
How to use it in a sales conversation
Ask 2–3 open questions before showing the tablet. The client’s answers tell you which sample website and modules to show.
