Prospects often describe wants (e.g., "a more efficient system"), which are not true problems. Asking about the motivation behind their desire forces them to articulate the underlying pain that actually drives a purchase decision.

To get past surface-level answers and understand someone's true motivations, ask them to go deeper than their initial statement. Then ask again, and a third time. This simple technique pushes past rehearsed responses, and the third answer is typically the one closest to the real truth.

Instead of asking direct questions like 'what's important?', prompt customers to recount specific, recent experiences. This storytelling method bypasses generic answers, reveals the 'why' behind their actions, and provides powerful narratives for persuading internal stakeholders.

Instead of interrogating prospects with direct questions, ask them to teach you about something they are passionate about, like a hobby. This makes them feel like an expert, not a subject, releasing dopamine and causing them to unconsciously reveal their core motivations and values.

To understand a candidate's true drivers, ask them to walk through every major career decision they've made, from college choice to job changes. This narrative reveals patterns and motivations—such as status-chasing, financial incentives, or problem-solving focus—far more effectively than direct questions.

Move beyond surface-level discovery questions. Asking 'What do you value most in a partner?' forces prospects to articulate their core needs for a relationship (e.g., responsiveness, consultation). Their answer quickly reveals if there is a fundamental values alignment, a better predictor of success than technical fit.

Transactional questions get transactional answers. A "story-worthy" question, like "Tell me about the moment you first sensed trouble with your supplier?", prompts a narrative. This approach extracts the emotion, context, and deeper story behind an issue, leading to more authentic connection and insight.

Propose a link between your solution and a major company initiative. Even if your hypothesis is wrong, the prospect's correction will guide you directly to their most pressing business objective, which is more valuable than their polite agreement.

Instead of answering 'What do you do?' with just a job title, create opportunities for serendipity by offering multiple 'hooks'—mentioning a hobby, a side project, or a recent interest. This gives the other person several potential points of connection, dramatically increasing the chances of an unexpected, valuable interaction.