7 Types of Open-ended Questions to Ask Sales Prospects

Open-ended questions are essential for your sales strategy and closing more business. They allow sales reps to discover a prospect's goals and challenges tactfully.

Using better open-ended questions will help:

  • building rapport
  • position yourself as an expert & thought leader
  • uncovering pain points & challenges
  • establishing true need
  • discover goals
  • show the value of your offering

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What is an Open-ended Question in Sales?

Open-ended sales questions are questions asked of a prospect for the purpose of discovery and a way to start a meaningful dialogue. These types of questions are mean to be conversational while uncovering critical details to help the sales process.

Your First Sales Meeting

Awesome! You’re hyped for the sales meeting, ready to assess “Good Fit” potential of your prospect. You run preflight inventory: arrived early ✓, groomed ✓, prospect research ✓, slide deck ✓, discovery and qualifying questions (I guess so). Big red flag for me!

I’ve attended hundreds of sales meetings where I’ve heard the broad, non-specific questions making the sales rep sound like an amateur. I was once part of that club and didn't understand how asking the right question could impact my overall chances of success.

STOP relying on Broad, non-specific questions and closed-ended questions

Most sales reps rely on the same three types of sales questions:

  • General fact gathering questions
  • Goal assessment questions
  • Safe, flattering questions to build rapport

While these types of questions are valuable, they’re more effective when combined with more powerful types of sales questions. Ones that allow the prospect to share their biggest challenges and opportunities.

Seven Open-ended Questions - Sales Examples

1. Fact-Gathering QuestionsAsk fact gathering questions like - "What's your Competitive Edge?"

Ask one or two fact-gathering sales questions to gather background, insight and context that’ll help you learn about how your prospect’s unique business.

However, limit these types of questions as they offer little value to the prospect. Asking too many of these questions can damage your credibility and make you sound uninformed.

Example questions

  • "What do you consider your priority product or service?"
  • "What's the purpose of your website?"
  • "What's your Competitive Edge?"

Questions to Avoid

  • "How long have you been in business?"
  • "What size is your company?"
  • "How many people do you employ?"

Why? Because you “should” know the answer to these questions. Don’t let the prospect feel you’re not prepared.

How? At COFORGE we use HubSpot CRM. It comes loaded with HubSpot Insights which auto loads golden nuggets of prospect data when added to the CRM. Brilliant right!

Discovered Fact Usage: I’m able to reference any of these facts while in conversation and sound like a rock star. Here’s my CRM dashboard below…
Screenshot from the HubSpot CRM dashboard that shows all prospect data collected by HubSpot Insights

2. Goal Assessment QuestionsAsk goal assessment questions like - "What do you hope to accomplish during the next year?"

I use goal-assessment questions during the discovery process to reveal what the prospect wants to achieve. This might be a personal goal, like a promotion, a functional goal, like meeting a sales goal that quarter, or even a company-wide goal, like increasing customer retention or lead quality.

As a salesperson, you’ll show how your product or service will help the prospect achieve their goals. Example open ended question: “What do you hope to accomplish in the next year?” You can also ask the prospect to explain projects they’re working on and how those projects help them reach their top-tier objectives.

3. Priority QuestionsAsk priority questions like - "What does success look like for your team?"

Priority questions uncover the buyer’s most important goals and challenges. A well-crafted priority question is a great follow-up to a series of goal-assessment questions. Don’t assume that you know the prospects’ priorities based on past customer experiences and treat each prospect as unique.

Without using priority questions, you might base your entire sales approach on a false premise. Examples of priority types of questions: “What does success look like for your sales team?” and “What would you like to achieve this quarter?” Now, you can explain how your product or service will help the prospect solve their challenges.

4. Thought-Provoking QuestionsAsk thought provoking questions like - "Did you know we can increase leads if we strategically place CTAs & lead forms on blog posts?"

Effective thought-provoking questions reveal new information and ideas to the prospect, potentially re-framing their worldview.

A successful thought-provoking question can help the salesperson establish his or herself as not one of a salesperson, but one of a thought leader, which fosters trust.

Thought-provoking questions begin with phrases like “Did you know…?”, “Have you heard…?”, etc. Share information like surprising statistics, new strategies and interesting trends to pique the prospect’s interest while building credibility.

5. Hypothetical QuestionsAsk hypothetical questions like - "What happens if you don't achieve your primary goal?"

Hypothetical questions get the prospect to visualize the future without your solution. Example questions (framed in the negative): “What happens if you don’t achieve [PRIMARY GOAL]?” or “Would you be concerned if your situation hasn’t changed over the next few months?”

Now use positive Hypotheticals to show how your product or service will improve their business. Ask your prospect what it would be like if, in a few months’ time, their current situation improved because of the positive impact of your product or service.

Positive hypothetical questions allow the prospect to:

  • Visualize working with your company
  • Seeing a world where your solution plays a key role
  • Differentiates your company from the competition

6. Clarifying QuestionsAsk clarifying questions like - "What steps have you taken to correct primary challenge?"

Unlike other types of sales questions, clarifying questions are often closed-ended queries. These questions help confirm past answers and make sure you’re reaching the right conclusions. It’s best to ask these types of questions right after the prospect has revealed key information or pivotal fact.

For instance, the prospect mentions the company has a problem but has taken no significant steps to solve this problem. Here you’d respond with a question asking them to explain the steps taken. This might involve asking the prospect how long the problem has occurred and whether they’ve seen any measurable results.

7. Objection-Surfacing QuestionsAsk objection surfacing questions like - "Are you ready to move forward?"

Get straight to the point

Objection-surfacing sales questions include “What reservations do you have about [specific detail of the product]?” and “Are you ready to move forward?” These questions will reveal any pain points inside the sales process and clues of how to position yourself when in the buying process.

OK, so what happens when there are objections?

While exploring the prospect’s concerns can be nerve-wracking (for both parties), it’s important to get any objections out in the open so you can address them head-on. Be transparent and never defensive.

Remember, you’re there to be helpful so don’t move forward until all objections are clear… otherwise, anything to come from here on out is pointless… and you’ll never close the deal.

If you don’t know the answer to a question or concern… DON’T GUESS! You’ll only risk the prospect of seeing your self-doubt and you will lose credibility! Keep in mind that hiring a new vendor/partner can be stressful for the prospect. They simply want to make the best decision on a long-term relationship.

A reply I like to use: “That’s a great question. So I can get you the most accurate answer for your situation, would it OK if I connect with my technical team and reply tomorrow?”. They will respect your humility and honesty. BTW - No one has ever said no me when I ask that question.

You can’t be an expert in all things and you need to accept that. Once you do, you’ll be able to navigate a better response without ever compromising your position.

How to Follow Up After a Sales Meeting


Having a logical flow to your questions will yield productive, accurate answers from your sales prospects. By using a better framework of sales questions, your meetings, and calls will be like conversations instead of interrogations which is a win-win.

Remember the goal of your sales questions is to assess a good fit potential and show thought leadership in the prospects vertical. If you do this, your prospect will include you in their decision-making process.

If you think you need a little sales advice or bounce an idea, you may reach me on Twitter. Good luck! 

The Definitive Guide to Selling Better & Faster
Eric Melillo

Eric Melillo

Eric Melillo is the Founder & CEO of COFORGE | A Growth Agency | HubSpot Silver Partner | Helping SMBs Grow Better using Inbound & HubSpot. Eric is also a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.