Problem Questions That Find the Pain
Twenty practical ways to use problem questions that find the pain, the heart of every discovery call.
Problems are the doorway to value. Ask where it hurts.
11 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.
Problem questions find the pain
They help customers voice difficulties, dissatisfaction and wishes they may not have named.
Prepare four.
Ask what is hardest
What is the toughest part of this? invites the main issue.
Use it first.
Ask what frustrates them
Frustration signals strong need and motivation.
Listen for emotion.
Ask how often it happens
Frequency shows how serious a problem is.
Ask for examples.
Ask who it affects
Knowing the people touched by the problem shows its reach.
Request names and roles.
Ask what has gone wrong
Past failures expose risk areas and sensitivities.
Ask gently.
Ask about complaints they receive
Customer complaints point to expensive weak spots.
Ask for common ones.
Do not offer solutions yet
Premature fixes stop the exploration.
Hold your ideas.
Confirm the problem
Repeat it back to make sure you understood.
Ask is that the main one?
Link to your strengths later
Note which problems you are best placed to solve.
Highlight them quietly.
Show empathy
A line such as that sounds difficult acknowledges the feeling.
Mean it sincerely.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“What is the biggest challenge in this area?”
“Where do things go wrong most often?”
“What frustrates you most about the current way?”
“How often does that happen?”
“Who feels it most?”
“That helps me see where we can help.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Write five problem questions
Ask one on your next call
Follow up on the answer
Listen for emotion
Note the exact words
Rank the problems
Review what you learned
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: Situation Questions Without Boring PeopleNext: Implication Questions That Show the Cost →
- 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
