Sales used to be about “always helping” and “always closing.” Things look different today, though. Prospects don’t want irrelevant information thrown at them, and they don’t want to sit through generic pitches. Instead, they want a true promo pro to ask them thoughtful questions that get to the heart of their challenges and goals.

The way to do this, according to HubSpot’s Dan Tyre, is to ask the right questions at different stages of the buying process. When you match your questions to where buyers are on their journey, you show up as a knowledgeable guide rather than a pushy salesperson. So, what should you ask? We share some of Tyre’s suggestions in this issue of PromoPro Daily.

  1. What challenges prompted you to start looking for a solution? Tyre likes this question because it invites prospects to discuss the root of their pain.

  2. How are you currently handling this issue? It helps to understand the prospect’s existing process. They might not even be addressing the issue, which means you have a clear opportunity to offer the right solution, Tyre says.

  3. What would success look like for you? According to Tyre, this question helps shift the conversation toward their desired outcomes. When you know what they’d like to see, it’s easier to position yourself as someone who can help them achieve their goal.

  4. Where are you in the budget-setting process? Tyre says you could also ask if they are looking for any proposed solutions now or if there is a timeframe for finding a solution to their problem. These are good questions to ask, he says, because you can’t help someone who doesn’t want you to or doesn’t have the budget.

  5. Have you considered other solutions or providers so far? This gives you insight into your top competition. By asking this question, you get a clear understanding of how seriously the prospect is shopping and whether they’re already leaning in any particular direction.

  6. How can I make this process easy for you? According to Tyre, this is a great way to show empathy and build trust. Asking it signals you’re not just there to close a deal but to truly partner with the buyer.

Asking the right questions can make all the difference. Keep the conversation light and open early in the process and then move on to questions about budget and timeline as prospects move into the evaluation phase. As they get close to deciding, don’t focus on scripts, but stay curious and act as a guide. This is how you can guide prospects from interest to “yes.”

Compiled by Audrey Sellers
Source: Dan Tyre is a public speaker, author, investor, board member and adviser. He has spent more than 16 years as an executive at HubSpot.