Earn the Right to Diagnose
Balance discovery questions with relevant insight to build consultative trust.
Question quality rises when credibility is already in the room. Research before you ask Use public signals, CRM history, and similar customer patterns to avoid basic questions. Research does not replace discovery; it lets discovery start at a more useful level. Offer a narrow insight A good insight is specific enough to be useful and humble enough to be corrected. It should sound like a hypothesis, not a lecture. Ask the next diagnostic question After the insight, ask a question that tests the hypothesis. This is where SPIN becomes practical: the question should uncover a problem, implication, or payoff, not…
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