Treat questions like wishes—use them where they count
Questions are the engine of a good call, but they’re a scarce resource. Ask too many and it feels like an interrogation; ask too few and you miss what matters. This guide keeps your questioning deliberate, human and useful—so every call moves naturally toward a worthwhile next step.
Ask open questions
Open questions keep people talking and help you earn detail in their words. That language is gold for your notes and for the next call. If you need a refresher on the craft, see our guide to open questions in telemarketing.
Useful openers you can borrow
- “What prompted you to look at this now?”
- “Which part of the process is most painful today?”
- “If this worked well, what would change first for your team?”
Don’t use a script—work from a proposition
Scripts shut people down. A short proposition lets the conversation breathe and gives you freedom to ask better follow-ups. If you’re prepping a team, start with proposition-led calling and this quick loop.
30-second prep loop
- One-line outcome in plain English.
- Three open questions to explore fit.
- One proof point, ready if invited.
For a tidy pre-call checklist, see sales call preparation.
Listen to earn the next question
Great questions spring from great listening. Reflect back briefly, then probe the part that matters. That rhythm shows care and keeps the call natural.
Further reading: HBR’s overview of what great listeners actually do is a practical reminder that good listening involves feedback and thoughtful follow-ups, not just staying quiet.
Don’t fear silence
Pauses invite people to add what they really think. After a question, leave a comfortable beat—count “one, two, three” in your head—before filling the space. You’ll often get the useful bit right after the pause.
How long is “a pause”?
- Short (1–2s): Everyday breathing room after a question.
- Medium (3–5s): When stakes are higher; signals you’re genuinely listening.
Keeping tone calm and warm helps here. For feel and pacing, see mood music in sales calls.
Don’t use them up too fast
A few well-placed questions beat a long checklist. Think in terms of a small “question budget” and spend it where it unlocks decisions.
The 3–3–1 pattern
- 3 openers to understand triggers and priorities.
- 3 probes to clarify impact, constraints and stakeholders.
- 1 close to agree a useful next step (time, attendees, agenda).
Next step
Want questioning that feels natural and earns better meetings? Explore B2B appointment setting or talk to Blue Donkey about a short coaching sprint for your team.
