We spend a lot of time teaching salespeople how to ask great questions. But many still miss the difference between uncovering a need and understanding what a prospect already wants. We’re going over how to teach students to ask better diagnostic questions so they can recognize the difference.

Needs vs Wants

• If a customer is early in their journey, they may need help uncovering the problem. But if they are further along, they are looking for solutions.
• A simple question like, “What prompted you to take this meeting?” can completely change the direction of the conversation and save time while building trust.

Avoid the One-Path Approach

• Not every buyer is the same. Some are exploring for the first time. Others have already done their research and know what they are looking for.
• Treating every customer the same can feel frustrating and even dismissive to someone who is informed.
• Great sellers adjust their approach based on where the customer is in their journey.

Use Stories to Guide the Conversation

• When introducing a new or better solution, stories are one of the most effective tools.
• Instead of correcting the customer directly, sharing an example of someone in a similar situation creates credibility and helps the buyer see themselves in the outcome.
• It also makes the conversation feel less confrontational and more collaborative.

The Real Skill

• Listening is not about following a script. It is about understanding the customer’s mindset and adapting in real time.
• When you balance asking questions with understanding what the customer already knows, you create stronger conversations and better results.

“Ask early what the customer wants. It can save you from asking the wrong questions.” - Dr. BJ Allen

“Great sellers don’t just diagnose. They guide, and stories are how they do it.” - Donald C. Kelly

Resources

If you would like to view our sales course, go to thesalesevangelist.com/linkedin.