Closer, are you looking to engage more stakeholders in your next sales meeting? The key might not be in your pitch—but in the sales questions you ask.

One common challenge sales professionals face is getting stuck with a single prospect who may not have the authority to move the deal forward. Often, this happens because we ask the same types of sales questions—questions that the person in front of us can easily answer. While this approach keeps the conversation going, it doesn’t necessarily help us reach the real decision-makers.

So how do you break through and bring more voices to the table? Try this: start asking sales questions that your current point of contact can’t answer.

For example, if you’re speaking with someone in operations, ask a question that only someone in human resources could answer. If you’re talking to someone in facilities, pose a question that requires input from the sales department.

The goal is to create natural opportunities for your prospect to realize they need to loop in other colleagues.

When your contact says, “I’m not sure,” for the third time, you have the perfect opening to respond with:
“That’s OK! Let me ask you this: who would know the answer? Would it make sense to bring them into our next conversation so I can understand the bigger picture and tailor this offer to fit your team’s needs?”

By strategically using sales questions to expand the conversation, you not only gather valuable insights but also increase your chances of getting buy-in from multiple stakeholders—moving your deal forward faster.

So next time you’re in a sales call, rethink your approach. The right sales questions don’t just get answers—they get results.

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