When I first started my journey as a Presales Consultant, I was full of energy (I’m still full of energy) — and maybe a little too eager. Enthusiasm often got the better of me. Every time I presented a solution or gathered requirements, clients would ask me questions. And because I was so excited to know the answers, I would jump right in and respond, often before they had even finished asking. My excitement to demonstrate knowledge made me quick to respond, believing it would help build credibility and trust.
At the time, it felt good — like I was building trust by showing that I knew my stuff. I thought maybe knowing the answer was enough.
Over time, I noticed something strange. Even when my answers were technically correct and totally “innocent and well-intended,” some clients would quietly lose interest in the solution I was proposing. Deals would sometimes stall or fall apart altogether.
I kept asking myself: Why?
The realization came gradually, through experience, a few hard lessons, and a lot of reflection:
Every question a client asks has a deeper reason behind it.
In those early days, I assumed questions were straightforward — but they rarely are.
Customers always have an agenda, whether obvious or hidden.
And if you rush to answer without understanding their motivation, you risk giving an answer that accidentally works against you.
One wrong response, and you might be out — even if your answer was correct, technically.
Now, I approach things differently. Whenever a customer asks a question, I pause and try to understand the question behind the question.
Even if I know the answer, I slow down and think:
- Why are they asking?
- What are they really concerned about?
- What experience or fear might be driving their question?
Sometimes, instead of answering immediately, I say:
“Let me consult and get back to you.”
Other times, I turn the conversation around by asking:
“Why is that important to you?”
This not only buys me time to craft a thoughtful response, but also opens the door for deeper conversation. Often, their response reveals much more about their needs, concerns, and decision-making process — giving me the opportunity to gather invaluable insights for tailoring my solution and messaging more precisely.
The biggest lesson?
There is no such thing as an innocent question. Every question is an opportunity — if you listen carefully enough.
The key takeaway:
Listening is just as important as knowing. Pause. Understand. Then respond with precision and purpose.