There’s an old saying: “There’s no such thing as a dumb question.” Unfortunately, this isn’t the case in sales. The wrong question can confuse a prospect, seem self-serving, or even be insulting.

Remember that the best way to demonstrate your knowledge and capabilities is by asking really great questions. Here are a few DOs and DON’Ts when it comes to asking questions:

DON’T ask the same generic questions that your competitors do. Think of a different way to phrase the question, or simply don’t ask it. When you ask the same questions as other salespeople, it commoditizes you and makes you sound like everyone else.

DO ask enough qualifying questions to make sure you’ve got a solid opportunity.

DON’T just ask questions that relate to your products and services. The prospect isn’t just thinking about your services--he’s thinking about his entire department or company. Therefore, your questions need to be focused on this too. If you’re selling computer hardware, don’t just ask about IT projects. Instead, what could you discover about their company initiatives, industry trends, personal goals, and biggest concerns?

DO ask questions that they might not know the answer to, or which cause them to think hard about the answer. Ask questions that will provoke thought and lead them to new ideas.

DON’T ask questions that create objections or don’t really advance the conversation. Examples:

• What do you like about working with XYZ Company?
• Do you have any questions?
• Did you receive the brochure that I sent you?

DO ask questions that flush out hidden objections or possible roadblocks. I will often play devil’s advocate as a way to do this. For example, we’ve all met with prospects who immediately declare that they have a vendor they already work with (and they’re happy with). In this situation, they are oftentimes expecting you to drop your price in order to compete. Instead, play devil’s advocate: “John, if I were in your shoes, I’d be reluctant to even look at other companies if everything is working well. I’m curious, why make a change?”

DON’T get caught up in asking too many closed-ended questions. I know this seems simple, but every time I coach salespeople--even veterans who are often making over $250k a year--I find that 80% of their questions are closed-ended. Whenever possible, avoid questions that start with “are you, do you, could you, would you, have you, is there, are there, etc.”

DO ask open-ended questions that begin with Who, What, When, Where, How, and Why.