Free training · Discovery
No gap. No sale.
People don't buy because you explain the problem. They buy when they feel the distance between where they are and where they want to be. These 4 questions build that gap, in their own words.
The one rule: never tell them the problem.
If you say it, they doubt it. If they say it, it's true. Your job is to ask, slowly, and let them hear themselves.
- Question 1
Situation
“Walk me through how you get leads right now?”
- Goal
- Understand facts and process: what they use, how it runs, what results it gets.
- Tone
- Curious, neutral. You're an expert taking notes, not a salesperson.
- Avoid
- Firing 10 questions in a row. Two or three situation questions are enough.
- Question 2
Problem
“What makes you feel that's not enough?”
- Goal
- Find the root cause, not the surface problem. Keep asking: “What's causing that?”
- Tone
- Slightly confused. It makes them explain more, and more emotionally.
- Listen for
- Several problems. The more they find, the wider the gap.
- Question 3
Goal
“If that was fixed… how would that change things for you?”
- Goal
- Let them describe the future in detail: for the business and for them personally.
- Follow-up
- “Why is that important to you?” Ask it twice. The second answer is the real one.
- Question 4
Consequence
“And if nothing changes… what happens then?”
- Goal
- Take the future away for a moment so they feel the cost of staying where they are.
- Tone
- Start challenging, end concerned: slower and softer at the end.
- Timing
- Only after the goal question, at roughly 75% of the call.
- Question 5
Practice drill
Write the 4 questions for your own offer.
- Do this
- Fill in each question with your prospect's typical situation, then say them out loud 5 times with the right tone.
- Check
- If your questions could be asked to any prospect, they're too generic. Use their words.
Want me to run this with you on your calls?
In 1:1 mentoring we go through your real recordings and turn this into your own close. Apply in 2 minutes.