So now you and the customer both know what their problems are. Time to offer the solution, right? Not quite yet. Now it’s time for Impact questions.

Impact questions uncover the effects or consequences of a customer’s problem. These questions are especially effective when a stressed customer hasn’t quite thought about all the effects; how it’s impacting their customers, their colleagues, up-the-line, other suppliers, themselves and their work situation.

To help them understand the impact of the problem, you might ask questions like this:

HOWARD: Sounds like you have some challenges, what impact is this having on project delivery timelines?
HOWARD: How are your designers feeling about the delays?
HOWARD: How much time is this taking you to manage your suppliers?

You probably already know the answers you will get, but by asking these impact questions, you are helping your customer to identify needs that you can offer a solution for.

You also help the customer see the costs and headaches the problems cause. This will matter later, when you set the price. What is the solution worth?

NARRATOR: Now that’s one stressed out customer. Will Howard ever get to offer a solution? Will he build a strong relationship with the customer? Don’t miss the next lesson about Needs questions!