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Asking excellent questions…

It showcases your knowledge, professionalism, and experience.

It also helps you understand your potential client and their business.

So you can provide them with your best service.

Next time you’re on a discovery call…

Consider using some (or all) of these prompts.

15 Questions to Ask Potential Clients

I’ve categorized these into four sections:

• Brand Compass – their purpose, vision, values

• Brand Positioning – their promise, personality, differentiation

• Business Challenges – their biggest, toughest problems

• Setting Expectations – for planning ahead and catching red flags

Under each question is a note about its purpose, and there are a few grammar notes to explain deliberate wording.

I’ve also listed these in the order I usually ask them…

Of course, it depends on where the conversation goes.

Recognize when you’re onto something and ask follow-up questions if needed.

And before I start questioning… I like to give the person a little primer.

Something like:

Alright dynamite… here they are:

→ Brand Compass

1. Why do you do what you’re doing? What keeps you going?

• Uncover client motivation to steer your strategy.

2. What goals do you want to achieve in the next year? What about in the next 5 years?

• Gauge their short- and long-term goals to tailor your deliverables.

3. What are your core values? What do you stand for or against?

• Core values shape a brand's appeal to its target audience.

→ Brand Positioning

4. Who is your ideal client?

• Understand their target audience to tailor your approach.

5. What specific problems do you solve for your clients?

• Identify if the client's skills meet their audience’s needs.

6. What are your competitors doing? How are they similar to you?

• Learn about their competition to find opportunities for differentiation.

7. What makes your business unique? What can you say that your competition can’t?

• Find their unique selling propositions for strategic planning.

8. Using 3 to 5 adjectives, how do you want your clients to describe you to others?

• Reveal how to build their brand image and determine their archetype.

→ Business Challenges

This 3-question combo can stand on its own:

9. What are the biggest frustrations you’ve been dealing with?

• Pinpoint their ongoing challenges for developing a solution.

• Grammar note: The present perfect progressive “have been V+ing” indicates an ongoing problem.

10. Why do you think you haven’t been able to solve this problem?

• Learn about what they’ve tried and what hasn’t worked.

11. If I could wave a magic wand and solve this problem, what might that look like?

• Promote open brainstorming of potential solutions. (This one really makes them stop and think.)

• Grammar Note: Asking "What might that look like?" allows them to describe potential solutions instead of having to name a specific solution.

→ Setting Expectations

12. What does success look like for you, and how would you measure it?

• Defining success allows you to align your deliverables with their objectives.

13. What past experiences have you had with a service similar to mine?

• Gain insights into their expectations and past experiences.

14. If we were to work together, is there anything in particular you would like me to focus on first?

• Reveal immediate priorities and plant the idea of working together in their head.

• Grammar Note: “If we were to” is a gentle way of indicating a future possibility.

15. Do you foresee any potential roadblocks or internal challenges we might encounter?

• Anticipate potential issues or red flags.

Be Strategic and Insightful…

These questions can provide a deep understanding of your client and their business.

The key is to ask open-ended questions and listen intently.

Pro tip: Record your calls for later review. Just be sure to give your guest a heads up.

🤖 Robert

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