Every stage of the sales cycle is a critical step in the process to determine whether there may be mutual value to do business. Each stage requires its own series of questions.
There are questions that gather information and there are questions that uncover insight. Insightful questions are deliberate and thought provoking which enable you to get to the underlying motivation and meaning of your buyers.
For example, in virtually every B2B sales cycle a business case is required in order for the buying organization to consider making a change from status quo. A conventional information related question often asked is “do you have a budget?” Questions designed to gather critical insights include:
Does this decision have to be cost justified?
If so, how will you go about doing it?
What does the business case have to look like in order to be compelling…e.g. an ROI greater than x? Payback less than y months?
Where is the funding coming from?
Have you presented a business case of similar size or scope in the past?
Top performing sales organizations develop an integrated series of questions for each stage of the sales cycle to gather both information and insight.