Research Before You Ask
Twenty practical ways to research before you ask, so your questions are sharper and your calls respect their time.
Research makes questions smarter. Do your homework first.
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.
Research makes questions better
Basic knowledge of the customer lets you ask deeper, smarter things.
Prepare each time.
Read their website
Learn products, values and news.
Spend ten minutes.
Check social media
Recent posts show current priorities.
Scan posts.
Review their competitors
Understanding the market adds insight.
Compare briefly.
Look at the person's profile
Their background informs your tone.
Read it.
Do not show off
Use knowledge to ask, not lecture.
Stay humble.
Keep notes organised
Store research in one place.
Use a template.
Time-box
Limit yourself to avoid over-preparing.
Set a timer.
Why research
It lets you skip basics and ask better questions.
Plan five minutes.
Read their profile
Role and history.
Scan.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“I read your recent article on onboarding.”
“I saw your expansion news.”
“I looked at your site and have a few questions.”
“I have prepared three questions.”
“Is it okay if I start with those?”
“Thank you for your time.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Spend five minutes on research
Check their website
Check their profile
Check recent news
Write three informed questions
Prepare a goal
Review notes before the call
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.
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Start freeThese lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.
More lessons in “Ask Better Questions, Sell More”
Keep going. Small steps every day make a big change.
← Previous: Find Out What They Tried BeforeNext: Write Your Top Five Questions →
- 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
