--- title: Are Your Customers Asking The Right Questions description: There is nothing more important for you to know than the questions the customers and prospects in your market are asking themselves. image: https://www.liftenablement.com/hs-fs/file-361915667-jpg/blog-files/questions.jpg --- ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner # Are Your Customers Asking The Right Questions [ Doug Davidoff ](https://www.liftenablement.com/blog/author/doug-davidoff) Sep 22, 2010 6:12:06 AM ![](https://www.liftenablement.com/hs-fs/file-361915667-jpg/blog-files/questions.jpg?width=200&height=150&name=questions.jpg "The Right Questions")There is nothing more important for you to know than the questions the customers and prospects in your market are asking themselves.  I've said it before, [the company that provokes the right questions owns the market](https://blog.imaginellc.com/the-most-powerful-question). If you want to know what types of decisions someone will make and/or how they will allocate their limited budget dollars, knowing the questions they're asking is critical. | ** Are they asking:** | **Or:** | | --- | --- | | How can they get additional price concessions from vendors? | How can they gain improved performance from vendors that can enable them to lower their total costs? | | --- | --- | | How can they centralize their decision making to their purchasing department? | How can they utilize the intelligence that lies outside their organization to gain and exploit competitive advantages? | | How can we build our capabilities internally? | How can we transform fixed costs into variable costs by better utilizing the capabilities of others? | | How can we utilize the past to drive improvements? | What do we need to know to ensure that we can compete effectively in the future? | If your market is the questions on the left side, you are clearly in a "What's it Cost Conversation."  If they're asking the questions on the right side, you've got an opportunity to discusswhat it's worth. What questions do you want your market to ask themselves? [![3x3-Sales-Matrix](https://no-cache.hubspot.com/cta/default/100473/a465a27d-2bb7-43d1-8895-6a9cccec825c.png)](https://cta-redirect.hubspot.com/cta/redirect/100473/a465a27d-2bb7-43d1-8895-6a9cccec825c)   [B2B Sales Strategy](https://www.liftenablement.com/blog/topic/b2b-sales-strategy), [Demand Generation](https://www.liftenablement.com/blog/topic/demand-generation), [Sales](https://www.liftenablement.com/blog/topic/sales) ## Read On [![sales-questions.jpg](https://www.liftenablement.com/hs-fs/hubfs/sales-questions.jpg?width=352&name=sales-questions.jpg) ](https://www.liftenablement.com/blog/5-rules-for-asking-effective-sales-questions) ### [5 Rules for Asking Effective Sales Questions](https://www.liftenablement.com/blog/5-rules-for-asking-effective-sales-questions) For as long as people have been training others to sell, one precept of effective selling has stood... [![questions-salespeople-should-ask.jpg](https://www.liftenablement.com/hs-fs/hubfs/questions-salespeople-should-ask.jpg?width=352&name=questions-salespeople-should-ask.jpg) ](https://www.liftenablement.com/blog/the-most-important-skill-in-successful-b2b-selling-and-how-to-do-it) ### [The Most Important Skill in Successful B2B Selling (And How to Do It)](https://www.liftenablement.com/blog/the-most-important-skill-in-successful-b2b-selling-and-how-to-do-it) It goes without saying that asking questions is crucial to an effective sales process. Much has... [![](https://www.liftenablement.com/hs-fs/file-786211628-jpg/images/reaching_b2b_executives.jpg?width=352&name=reaching_b2b_executives.jpg) ](https://www.liftenablement.com/blog/b2b-sales-sure-fire-way-to-connect-with-senior-executive) ### [B2B Sales: A Sure Fire Way to Connect With A Senior Executive](https://www.liftenablement.com/blog/b2b-sales-sure-fire-way-to-connect-with-senior-executive) From the time I entered sales in the late 1980s, the common barrier to accelerating B2B sales has...