Ask "Why Is That Important?"
Twenty practical ways to ask “Why is that important?”, the simple question that uncovers the real reason behind any request.
Behind every request is a reason. One why reveals the real need.
10 tips that really help
These ideas come from SPIN Selling (Neil Rackham), Gap Selling (Keenan), The Sandler Rules (David Mattson), and everyday practice. The first six help the most. Pick one and try it today.
Why digs under the surface
Asking why is that important? reveals values and motives behind a request.
Use it once per call.
Soften the wording
Say help me understand why that matters to avoid sounding blunt.
Choose kind words.
Listen for the emotion
The reason often shows in tone as much as words.
Notice feeling.
Ask it more than once
A second why can reach the root.
Try two or three levels.
Apply to goals
Why does that goal matter? reveals true priorities.
Ask about aims.
Apply to objections
Why is price a concern? opens the real issue.
Ask gently.
Apply to deadlines
Why that date? shows urgency or flexibility.
Check it.
Write down their reasons
Their reasons are your selling points.
Capture in their words.
Requests hide goals
“We need a cheaper option” may mean “we need to protect our cash”.
Think of one example.
Ask softly
A harsh why feels like challenge.
Use “I would love to understand”.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“Why is that important to you?”
“What would that allow you to do?”
“Is there something behind that?”
“I would love to understand the reason.”
“That helps a lot.”
“So the real goal is saving time.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Pick one request to explore
Ask “Why is that important?”
Listen to the answer
Ask once more
Write the real goal
Check with them
Link to your offer
Further reading
- SPIN Selling (Neil Rackham)
- Gap Selling (Keenan)
- The Sandler Rules (David Mattson)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Ask Better Questions, Sell More”
Keep going. Small steps every day make a big change.
← Previous: Common SPIN MistakesNext: The Power of "Tell Me More" →
- Stop Pitching, Start Asking
- The 70/30 Rule: Listen More
- Curiosity Is a Sales Skill
- Questions Show You Care
- Make Customers Talk About Their World
- Pitch Only After You Understand
- Questions Are Not Interrogations
- Situation Questions Without Boring People
- Problem Questions That Find the Pain
- Implication Questions That Show the Cost
- Need-Payoff Questions That Spark Desire
- Build a SPIN Question Bank
- Use SPIN on a Small Sale
- Common SPIN Mistakes
- Ask "Why Is That Important?"
- The Power of "Tell Me More"
- Find the Hidden Problem Behind the Problem
- Ask About the Cost of Doing Nothing
- Ask About Feelings, Not Just Facts
- Turn One Answer Into Three Questions
- The Pause That Gets the Truth
- Who Decides and Who Influences?
- How Do They Buy Today?
- What Does Success Look Like to Them?
- Find Their Budget Without Awkwardness
- Discover Their Deadline
- Ask About Past Experiences With Sellers
- Find Out What They Tried Before
- Research Before You Ask
- Write Your Top Five Questions
- Set the Agenda Together
- Take Notes Without Losing Eye Contact
- Summarise What You Heard
- End With a Clear Next Step
- Great Questions for Phone Calls
- Questions to Use in Email
- Questions for a Group Meeting
- Questions for Small Customers
- Questions for Big Customers
- Questions That Win Repeat Business
