We ask great questions to better understand the customer’s Concept; that is, what they are trying to accomplish, fix, or avoid. Wording our questions in different ways can have a strong impact on the answers we receive from the BI (Buying Influence). Let’s look at an example:

New Information Question:

Q: “Mr. Bob, will you help me understand what an ideal vendor-supplier relationship looks like at your Company?”

The answer the BI gives will be factual information, and perhaps get into the parameters of what a vendor-supplier relationship should look like under the Company’s direction.

Now let’s take the same question, and turn it into an Attitude Question:

Q: “Mr. Bob, will you help me understand what you feel an ideal vendor-supplier relationship should look like at your Company?”

The answer the BI gives will now become more personal; and you may learn some frustrations that the BI has with a current supplier, or perhaps you’ll learn about improvements that the BI would like to initiate.

Both questions are very pertinent; and changing just a couple of key words can yield us significant additional information.