Asking better questions gives you total control

You dial in for a discovery call, heart racing, scripts in hand. Before blurting your pitch, you lean back and ask “How do you currently handle lead follow-up, and what’s the biggest bottleneck there?” Then you watch as your prospect’s eyes light up—suddenly it’s their story, not your script.

A customer once said, “I juggle five CRMs and just lose track.” You catch it, nod, and paraphrase: “So managing data across those platforms is draining your team’s energy—have I got that right?” They breathe a sigh of relief, feeling truly understood.

As this call shifts from monologue to conversation, objections vanish—not because you’ve argued them away, but because you’ve helped the buyer articulate their real concerns. Your control comes from listening more than talking.

Better questions don’t just guide the talk. They build trust and uncover the real drivers of purchase decisions. From here, it’s only a matter of fitting your solution to their story, making you the natural choice.

Next time you prepare for a sales call, grab your notebook and list three open-ended questions that matter—use who, what, when, where, why, and how. During your call, remember to pause after each question—count three beats inside your head before jumping in. When they finish, paraphrase their answer and ask for confirmation. This simple shift will give you full control of the conversation—try it in your next meeting tonight.