When a company is selling to a potential customer, the customer shouldn’t be the only one asking questions. It’s also important for sales professionals to have their own set of questions ready in order to learn more about each customer, their needs and what may need to happen in order to close the deal. This information gathering is often the first step to building a long-term relationship with a customer, so consider asking these 10 questions during your next sales call.

What’s one question every sales professional should be asking potential customers, and why?

1. What’s Your Biggest Pain Point?

Though the exact framing of the question will often depend on your industry, this question and any subsequent follow-up questions let you in on what irks your customers the most about their current product or service, giving you an opportunity to provide precisely what the customer wants. – Vikas Agrawal, Infobrandz

2. What Are Your Industry-Specific Goals?

This question can provide a wealth of information about your target audience. When you understand what people hope to accomplish with your product or service, it’s easier to sell them on the benefits. – Chris Christoff, MonsterInsights

3. What Does This Purchase Mean to You?

Understanding why your customers make the purchases they do leads you to understand what else they’re looking for that your business can provide. This takes you to the next step so you can continue to provide solutions to their problems and products they actually want to buy. – Jared Atchison, WPForms

4. What Are You Looking to Improve?

Asking prospective customers “What are you looking to improve?” is a key part of the sales process. Knowing what your customers want to fix or improve will help you craft the perfect copy so you can overcome objections and position your solution as the best in the market. – Kristin Kimberly Marquet, Marquet Media, LLC

5. What Level of Customer Service Are You Seeking?

Unless you ask what customers’ expectations are, you won’t know. It’s important to be on the same page about the amount and type of service you’re willing to provide to customers who engage with your business. That way, you both know what you can provide so no disappointments occur. – Stephanie Wells, Formidable Forms

6. Is There Anything You Don’t Like?

Although this question can potentially make things uncomfortable, it’s worthwhile to ask a customer about what dissatisfies them about the product or service you offer. Oftentimes, their objections can be eased with more information or some kind of extra help from your salesperson. Asking “Is there anything you don’t like?” is a powerful way to help them and improve your own business. – Syed Balkhi, WPBeginner

7. How Can I Help You?

Sales professionals should be asking how they can be helpful to potential customers. Bombarding them with a list of features your company can provide is not the way to begin a long-term relationship. Let your customers tell you what they are looking for and just listen. Be thinking about ways you can adapt to that and provide a solution tailored to their needs. They will appreciate this effort. – John Hall, Calendar

8. What Problem Are You Trying to Solve?

This question cuts to the meat of the issue of trying to generate a sale. Oftentimes, the customer hasn’t even thought about this before visiting the establishment. In addition, it’s a great conversation starter and can let you easily lead into your sales pitch. – Andrew Schrage, Money Crashers Personal Finance

9. Do You Have Any Feedback?

I suggest asking potential customers for feedback. We can learn so much from our audience if we simply ask. Prepare several questions that you can pose to users when you’re trying to sell your product or service. If you want to maximize your results, stick to actionable feedback so you can make meaningful changes to your product, service or website. – John Turner, SeedProd LLC

10. Can I Contact You Again?

Salespersons should always ask their customers for permission to contact them again. This creates a timeline where you can follow up on your leads in an organized way. It also keeps the salesperson’s request on the customer’s mind, making them think about the company or product. It then becomes easier to connect with customers again and close the sale. – Blair Williams, MemberPress