Questions for Big Customers
Practical ways to ask the right questions for big customers, where process, people and patience matter.
Big deals need big-picture questions. Map before you move.
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.
Big customers have layers
Many people, rules and steps shape decisions.
Prepare for it.
Ask about structure
Who reports to whom matters.
Request a chart.
Ask about process
Procurement, legal and security may be involved.
Ask early.
Ask about risk
They care about compliance and reputation.
Address it.
Ask about pilots
A small trial can open the door.
Offer one.
Big deals involve many people
Several roles shape the decision, from users to legal.
Ask who is involved.
Ask about evaluation criteria
Know how they will compare.
Ask for the scorecard.
Ask about timelines
Key dates guide your plan.
Ask for dates.
Ask how decisions are made
Process knowledge saves months.
Ask about steps.
Ask about stakeholders
Users, technical, finance, legal.
List them.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“How are decisions like this made in your organisation?”
“Who else needs to be involved?”
“What will the team use to compare options?”
“What concerns does the team have?”
“What are the key dates?”
“Thank you for guiding me through this.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Ask about the decision process
Ask about stakeholders
Ask about criteria
Ask about risks and compliance
Ask about timelines
Ask about budget cycles
Draw a map and share it
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.
