You Don’t Need a Better Script. You Need a Better Question
Most reps don’t lose deals because they lack confidence. Or because the product was wrong. They lose deals because they were too focused on delivering the perfect pitch. But today’s buyers are waiting to be understood.
The best salespeople don’t show up with a script.
They show up with questions—and the confidence to ask the right ones.
Let’s break down why polished pitches fall flat, and how powerful questions can shift a deal’s direction.
Why Most Pitches Fail—Even the Good Ones
Most reps rely too heavily on their script. Here’s where it goes wrong:
❌ They sound too rehearsed – Buyers can tell when you’re reading a playbook instead of reading the room.
❌ They assume the buyer's pain – Jumping to “here’s what we can do for you” without discovering what the buyer actually cares about.
❌ They talk more than they ask – The fastest way to lose trust is by making the conversation all about you.
The problem isn’t the pitch itself, it’s the assumption that it’s the star of the show.
What High-Performing Reps Do Instead
Top sellers do one thing differently:
✅ They ask questions that disrupt the buyer’s thinking.
✅ They uncover urgency that the buyer didn’t know they had.
✅ They shift the conversation by helping the buyer clarify their own needs.
Here’s how they do it.
3 Questions That Unlock Deals (and Trust)
The Cost of Inaction
"What happens if nothing changes this quarter?"
This question gently forces the buyer to articulate the consequences of staying stuck.
The "Almost Worked" Insight
"What have you tried in the past that came close to solving this?"
This shows respect for their past efforts and uncovers clues about what might actually move the needle.
The Future Mirror
"How will you know this decision was worth it, six months from now?"
This reframes the conversation around outcomes, not features.
These questions work because they’re not about your solution, they’re about their situation.
The PRECISE Way to Lead with Questions, Not Pitches
Here’s how a top-performing rep opens a discovery call using PRECISE principles:
The Opener:
“Hey [Name], I know you weren’t expecting this—but do you have a quick minute?”
The Hook:
“I work with [buyer’s peers] who’ve been hitting roadblocks with [specific pain]. I had a quick question for you—how are you navigating that right now?”
The Follow-Up:
“That’s helpful—what’s been making that especially challenging this quarter?”
You’re not selling. You’re surfacing insight. And that’s what buyers actually want.
You Don’t Need the Perfect Words—You Need the Right Curiosity
Top sellers win by helping buyers feel seen, not sold to.
So ditch the memorized monologue. Lead with a question that matters.
Because the best script is the one the buyer writes—with your help.
Now, what’s the one question you ask that consistently changes the energy of a deal? Drop it in the comments—I’d love to hear what’s working for you.
About Brian Sullivan
Brian Sullivan, CSP, is the author of 20 Days to the Top and a leading voice in sales training and development. He helps sales teams perfect their prospecting and performance with PRECISE Selling.
