Definition: Open-ended questions are questions that cannot be answered with “yes” or “no,” but allow for a more detailed response. They usually begin with question words such as what, how, who, where, when, why, or invite conversation with phrases such as “Tell me about...”. In sales, open-ended questions are essential for exploring needs, keeping conversations going, and building trust.

Examples & effect:

• Determining needs: “What do you expect from a new insurance solution?” – The customer voluntarily reveals what is important to them (price, performance, service, etc.). A single open-ended question often reveals much more than ten closed questions.

• Understanding motivation: “Why is [aspect X] particularly important to you?” – This reveals the customer's deeper motivation (e.g., why security, status, or costs play such an important role). This helps to argue the benefits precisely later on.

• Identify obstacles: “What would have to happen for you to choose our solution?” – A very open question that allows the customer to dictate the conditions, so to speak. This may reveal the true objection or what is still unclear.

• Uncover alternatives: “What solutions have you tried so far, and how satisfied were you with them?” – The customer talks about previous experiences. From this, you can deduce the strengths and weaknesses of the competition or previous solutions and position your own offering accordingly.

Advantages of open-ended questions:

• The customer talks – the salesperson learns: The conversation shifts to the customer. This is good because the person who is talking feels comfortable. The customer gains confidence because they notice that the salesperson is listening. At the same time, the salesperson gathers valuable information.

• Needs behind the needs: Often, customers themselves do not know exactly what they want. Open questions allow them to think and articulate. The salesperson can read between the lines to find out what really matters. E.g., customer: “Well, above all, I don't want any stress with my investment.” – From this, the advisor concludes: Security and ease of use are core needs.

• Customer involvement: Open questions actively involve the customer, who goes from being a listener to a co-creator of the conversation. This creates a feeling of partnership, as if you were working together on the solution (keyword: win-win).

Tips for use:

• Always start a sales conversation with 1-2 open questions after small talk: e.g., “What brings you to us today?” or “How are things going in your company in the XY area?” – This provides a hook for further conversation.

• Follow up actively: When the customer answers an open-ended question, keep going. E.g., customer: “We need new software that is simpler.” – Salesperson: “What exactly do you find complicated about the current software?” – This is how you dig deeper in a targeted manner.

• Avoid closed suggestions too early: Don't say: “You want to save costs, right?” (closed, suggestive). Better to be open: “What criteria are important to you?” – The customer might mention costs or something else, and you find out without bias.

• Use the word “why” with caution: ‘Why’ questions can sometimes make people defensive (“Why did you do it that way?” sounds accusatory). Better to rephrase to “How did it come about...?” or “What is the reason for...?” This is softer.

• Be comfortable with silence: Open questions sometimes need time to think about. Don't immediately follow up with a new question. Let the customer think – this silence can be very productive as they formulate their answer in their head.

Non-intuitive insight: A well-placed open-ended question can even lead to the customer's self-conviction. Example: “What would a solution that finally solves your problem X be worth to you?” – The customer thinks about it and may name an amount or value. Later, if your offer is within this range, they have essentially calculated the value themselves. In this way, they sell themselves, with your moderating help.

Open-ended questions are the scalpel in the salesperson's toolbox – precise, revealing, and powerful. They transform monologue-like sales pitches into customer-centered dialogues. This gives salespeople greater insight and control over the conversation – they stay one step ahead of the customer, but in a way that the customer perceives as pleasant guidance.