Questions to Use in Email
Practical ways to ask good questions in email, where you cannot see faces and every word must work harder.
A good email question is easy to answer. Short, specific and kind.
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.
Email needs short, clear questions
Readers skim, so each question must be easy to answer.
Keep one per email.
Show how it helps them
Explain the benefit of answering.
Be clear.
Follow up politely
If no reply, send a short reminder.
Wait a few days.
Make it specific
“How many orders a week?” is easier than “Tell me about your operation”.
Rewrite one vague question.
Avoid yes or no traps
Open questions give richer answers when they are short.
Mix both.
Explain why you ask
A reason makes people more willing to answer.
Add “so I can suggest what fits”.
Make it easy to reply
“Reply with 1, 2 or 3” is simple.
Try it.
Offer choices
Multiple choice answers are quick to give.
Add options A, B or C.
Ask one question per email
Several questions often get none answered.
Choose the most important one.
Use a clear subject line
It should reflect the question.
Write “Quick question about orders”.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“Could you tell me how many orders you process each week?”
“Is your priority speed, cost or quality?”
“A one-line reply is plenty.”
“I ask so that my suggestion fits you.”
“If easier, I can call for two minutes.”
“Thank you for your help.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Rewrite an email with one clear question
Offer choices instead of open questions
Explain why you ask
Keep it under five lines
Offer a call as an alternative
Test two versions
Track replies
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: Great Questions for Phone CallsNext: Questions for a Group Meeting →
- 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
