Why Asking 'Open or Closed' Questions Isn’t What Matters

Sales training, and even many life-coaching guides, harp on the difference between 'open' and 'closed' questions. The message drilled in for a century: open questions get people talking, closed questions shut things down. Yet, when researchers counted hundreds of real high-stakes conversations, they found no link between a question’s style and the quality or outcome of the discussion. Some experts were stunned to discover that top performers might start with closed questions—or the opposite—but what actually built success was whether questions dove into what mattered: problems, value, and specific impacts.

Consider two teachers. The first always asks, 'Does anyone have questions?' (open) or 'Do you understand?' (closed), but students give the same vague responses. The second, learning from experience, now asks, 'At what step did you get confused?' or 'What would help this feel easier?' Suddenly, students offer detailed specifics.

What behavioral science uncovered is that effectiveness isn’t about the grammatical structure, but about whether questions are targeted to draw out meaningful problems, frustrations, or hopes. In fact, fixating on formats can actually distract from the real work: unveiling what matters most for change and solution-building.

Look over your next planned conversation and pinpoint the questions you intend to ask. Instead of worrying whether they are open or closed, focus on whether each question invites someone to describe real experiences or challenges—try rewording questions to get people reflecting on needs, priorities, or impact. Then, the next time you meet, observe which questions generate the most honest or detailed responses, and refine from there. It’s not about structure, but substance—start practicing and you’ll see richer dialogue.