Getting Your Customers Involved in Creating Solutions


Recently when listening to a B2B sales call, a customer raised the question:

“Do you have product xyz in stock?”
The sales rep responded, “Yes, we do.”

This (order-taking) sales rep elicited the customer to respond with:

  • How much?
  • Is it available?
  • Ok, let me get back to you….(click)

And the opportunity was lost.

Here’s what I suggest — Hold off on the word YES.

Instead, start with a question…

“If you don’t mind me asking, what’s prompting your inquiry?”

As a result of asking this simple question, your customer is instantly invited into the problem-solving process. They are more likely to share with you what’s behind the need besides pricing and availability.


Dig deep to find potential problems. Ask insightful questions to find out where your customer is having issues.

By discovering your customer’s issues, problems, and pain-points, you reveal circumstances where you may be able to offer new sales solutions.

Go beyond simply filling out product orders!

Ask questions to reveal what your customers really need.  Find new and better opportunities so you can offer new and better deals.

By doing so, you will be guaranteed to increase sales and create stronger (more profitable) customer relationships.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).