Questions are fundamental to effective communication, guiding conversations, uncovering truths, and fostering authentic connections.

In sales, the style and type of question a prospect chooses can significantly shift the response you need to give and the direction of the conversation. By understanding the various questioning styles, you (and now AI) can tailor your interactions to achieve specific objectives, whether in early qualifying conversations or end-of-sales-cycle chats where you are trying to close in on a purchasing decision.

So, lets talk about the different types of questions and provide examples of how a simple question, like “Do you want to go to lunch?”, can be transformed into various formats.

1. Closed (Yes/No) Questions

Definition: Closed questions, also known as polar or yes/no questions, can be answered with a simple “yes” or “no.” They are direct and often used to confirm or deny information.  If hostile, they can also be used to box you into an oversimplified answer so beware!

Example:

• Original Question: “Do you want to go to lunch?”
• Response: “Yes” or “No”

So, these questions are useful for obtaining quick answers but do not encourage further debate.

2. Open-Ended Questions

Definition: Open-ended questions invite more detailed responses (especially compared to yes/no questions), allowing the respondent to express thoughts, feelings, or experiences. These questions typically begin with “what,” “how,” or “why.” However, watch out for someone asking an open ended question in order to let you unearth a view counter to the current direction of the organization.

Example:

• Transformed Question: “What would you love to have this week for lunch?”
• Response: “I’ve been craving sushi lately but also TexMex or Italian. How about we try a new place downtown?”

3. Recall and Process Questions

Definition: This type of question requires the respondent to remember past experiences, while process questions ask them to reflect and add their own opinions. These are often used to assess knowledge or understanding and you have probably been asked one of these “Tell me a time when…” questions in an interview process.

Example:

• Transformed Question: “Have you had any great lunch experiences recently, and if so, what would you suggest we do for lunch on Friday?”
• Response: “Last week, I had an amazing lunch at that Italian place near the park. Their pasta was incredible. Maybe we could go there?”

These questions prompt reflection and can lead to more thoughtful responses because they anchor on lived experience.

4. Leading Questions

Definition: Leading questions “subtly” guide the respondent toward a particular answer, often assuming something in the phrasing.  Sometimes people will call this telegraphing.

Example:

• Transformed Question: “You love trying new restaurants, right? How about we check out that new bistro for lunch?”
• Response: “Yes, I do love trying new places. That sounds like a great idea!”

These questions can be useful for persuasion but should be used carefully to avoid manipulation.

5. Rhetorical Questions

Definition: Rhetorical questions are asked to make a point rather than to elicit an actual response. They often express a known fact or emphasize an idea.

Example:

• Transformed Question: “Who doesn’t love a good lunch break to recharge?”
• Response: Typically, none is expected, but someone might agree or make a related comment.

Rhetorical questions are effective for emphasizing points and engaging listeners without expecting a direct answer but can sometimes create a follower culture if the power dynamics don’t allow anyone to respond or challenge to the prompt.

6. Clarifying Questions

Definition: Clarifying questions seek to ensure that the respondent fully understands the question or to get more detailed information about something previously mentioned.

Example:

• Transformed Question: “When you say you’re hungry, do you mean you’re ready to eat now, or do you want to wait a bit longer?”
• Response: “I’m ready to eat now. Let’s go!”

Clarifying questions help avoid misunderstandings and ensure clear communication but can sometimes appear like you weren’t listening so make sure to engage fully when asking these types of questions.

7. Probing Questions

Definition: Probing questions go deeper into a topic, often following up on a previous answer or as a reaction to a presentation, etc in a meeting. They are used to gain more detailed information or to encourage critical thinking about a specific thing or moment.

Example:

• Transformed Question: “What do you think makes a lunch experience truly memorable?”
• Response: “For me, it’s all about the ambiance and the company. Good food helps, but the environment really sets the tone.”

Probing questions are valuable in discussions requiring depth and insight when someone is trying to understand something more deeply than other topics or themes.

8. Hypothetical Questions

Definition: Hypothetical questions pose a scenario to the respondent, asking them to consider what they would do or how they would feel in a particular situation. Different than a recall and process question, this type doesn’t require previous experience in the topic.

Example:

• Transformed Question: “If you could have lunch with anyone in the world, where would you go and what would you eat?”
• Response: “I’d love to have lunch with my favorite author at a cozy café in Paris, enjoying some croissants and coffee.”

Hypothetical questions inspire imagination and creative responses.

9. Loaded Questions

Definition: Loaded questions contain an assumption that may trap the respondent into admitting something, often used to challenge or confront. While similar to telegraphing or leading questions these questions often have a broader scope or could attempt to influence on multiple points.

Example:

• Transformed Question: “Have you already decided which restaurant we’re going to, or are you still figuring it out?”
• Response: The question assumes the person has started making decisions, potentially leading them to admit it.

Loaded questions should be used cautiously as they can be perceived as manipulative as hinted at earlier with other similar question types.

10. Funnel Questions

Definition: Funnel questions begin broad and gradually narrow down to more specific points, or vice versa, often used to guide a conversation when there is an “If” “Then” set of tradeoffs or there are dependencies you have to understand at a high level before asking more specific or follow-on questions.

Example:

• Transformed Question: “Where would you like to go for lunch this week? Do you prefer a quiet place? How about something within walking distance?”
• Response: This helps narrow down options based on the respondent’s preferences.

Funnel questions are excellent for leading someone from a broad to a more focused response.

11. Divergent Questions

Definition: Divergent questions explore various possibilities and encourage creative thinking without seeking a specific answer.  These questions, similar to open-ended questions, are exploratory but are likely to have slightly more defined constraints such as the number of types or a subset of the most broad answer you could have about a topic or theme.  In the below example it’s the “never tried before” constraint that helps bring clarity to this type of question’s goal.

Example:

• Transformed Question: “What different types of cuisines could we explore for lunch that we’ve never tried before?”
• Response: This invites brainstorming and creative thinking.

These questions are ideal for fostering innovation and exploring multiple perspectives but you do make tradeoffs with any limiting constraint on the true potential of creativity. .

12. Evaluation Questions

Definition: Evaluation questions assess the value or impact of a decision, action, or situation, often used for feedback. While there are clearly elements of this question that feel like a recall and process format, you’ll likely find these questions less broad and more anecdotal than the full review you get with previous question types.

Example:

• Transformed Question: “How well did our last lunch spot meet your expectations, and what could have been better?”
• Response: This invites the respondent to critique and evaluate the past experience.

Evaluation questions are useful for reflecting on past experiences to improve future decisions but can be very tactical in nature.

13. Scaling Questions

Definition: Scaling questions ask the respondent to rate something on a specific scale, helping to understand the intensity of their feelings or opinions in a mutually defined way.

Example:

• Transformed Question: “On a scale of 1 to 10, how excited are you about trying that new bistro for lunch?”
• Response: This gauges the respondent’s level of interest.

Scaling questions are particularly useful in situations requiring a quantifiable response.

So, why is this an opportunity for AI?!?

While humans have an intrinsic understanding of nuance, emotion, and context, they also bring biases that can influence how they interpret and respond to questions. These biases can affect the effectiveness of their communication, especially in sales, where the goal is to align with the prospect’s needs and desires rather than the salesperson’s preferences or assumptions.

AI, on the other hand, offers a powerful alternative by identifying question types objectively and responding in a way that is tailored to the prospect’s expectations. This objectivity positions AI as the ultimate salesperson—capable of delivering precise, unbiased responses that resonate with the prospect’s true concerns and motivations.

Let’s explore how AI can outperform in certain circumstances a human salesperson by responding to three types of questions about the same product or service.

Example Product: A Cloud-Based Project Management Tool

Open-Ended Question Example

Question: “What can this project management tool do for my team?”

Human Response:

• A human salesperson might say, “This tool is really great for managing tasks and deadlines. I use it all the time, and it has helped me a lot with organizing my work.”

AI Response:

• The AI might respond, “This project management tool enables your team to streamline workflows by automating task assignments, tracking project milestones in real-time, and facilitating seamless communication. Additionally, it provides detailed analytics that can help you identify bottlenecks and optimize resource allocation.”

So what? The AI’s response is tailored to the prospect’s needs rather than the salesperson’s experience. It objectively highlights features and benefits relevant to team productivity and efficiency, addressing what the prospect is likely interested in.

Leading Question Example

Question: “Don’t you think this tool could improve our project delivery times?”

Human Response:

• A human might say, “Yes, it definitely will. I’ve seen it cut down our delivery times by at least 20%.”

AI Response:

• The AI could respond, “By integrating task automation and real-time progress tracking, this tool has been shown to reduce project delivery times by an average of 25% across various industries. Would you like to see a case study on how it improved delivery times for a company similar to yours?”

So What? The AI offers a data-driven response, backing up the assertion with statistics and offering additional information tailored to the prospect’s specific situation. This enhances credibility and encourages further engagement.

Evaluation Question Example

Question: “How does this tool compare to other project management solutions on the market?”

Human Response:

• A human salesperson might say, “I think it’s the best option out there because it’s user-friendly and has a lot of features that other tools lack.”

AI Response:

• The AI might respond, “This tool stands out for its user-friendly interface and comprehensive feature set, which includes advanced analytics, customizable workflows, and multi-platform integration. Compared to competitors, it offers a more intuitive user experience and superior customer support, with a 98% satisfaction rate based on recent surveys. Would you like a detailed comparison with specific competitors?”

So What? The AI provides a balanced, evidence-based comparison, offering specifics and measurable data. It objectively evaluates the tool against competitors without the bias that a human salesperson might have due to personal preference or experience.

In these examples, the AI’s responses are more aligned with the prospect’s needs, providing relevant, data-driven information that addresses specific concerns. Unlike humans, who may be swayed by personal biases or a desire to steer the conversation towards a one-sided outcome, AI responds based on an objective understanding of the question type and the context of the inquiry. This allows AI to deliver responses that are not only accurate but also tailored to resonate with the prospect’s expectations.

Do relationships matter? Of course.  Can humans outperform AI in complex or emerging situations? You bet.

Will AI, at scale and 24/7, answer more effectively than humans?  We think so.  Want to see?  Give us a shout.

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