Good Questions Inform, Great Questions Trasform

"Questions are the keys to unlocking life's most important answers," says Ken Coleman, radio host and author of One Question — noting that the average person, by the eighth grade, asks only two or three questions a day. Most adults could stand to ask more.

Great Questions Get Real Results

Questions reveal what's actually unknown, get to the heart of a situation, and genuinely transform how a problem gets framed. Most salespeople don't spend enough time listening — the trap is feature-and-benefit dumping, wanting a prospect to know how much you know rather than finding out what they actually need. Todd Duncan's High Trust Selling reshaped this directly: ask questions, then stay quiet. It's a genuinely powerful discovery tool that connects real value to a prospect's actual needs.

A Culture of Curiosity Wins

A six-year-old asking thirty questions an hour is a useful reminder of what natural curiosity looks like before it fades — most people lose that instinct somewhere around eighth grade. As adults, deliberately asking better questions can rebuild that same culture of curiosity inside a business, and it tends to produce dramatic improvement.

Team members who ask tough, direct questions about process and procedure can be genuinely uncomfortable to sit with — the instinct is to protect an idea that's already been decided. But empowering a team to ask good questions consistently clarifies thinking and improves outcomes, even when it means letting go of something that once felt important.

What's the most valuable question to ask during a sales process?