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High-Value and Low-Value Questions: What's the Difference?

To understand the needs of your client, you should ask the right questions. Not all questions are created equal. What do I mean by that? Let’s find out!

First Meeting with a Client

During the first meeting with a client, your main task is to understand the client as much as possible, his wishes, goals, plans, experiences, and even fears.

I divide the list of questions (and topics that we discuss with the client) into two categories:
  1. Low-value questions
  2. High-value questions

Low-Value Questions

Low-value questions are the ones that each of us defaults to asking our clients:
  • What does the company do?
  • What services and products does it offer?
  • What audience is it targeting?
  • Through what channels does it sell its products or services?
  • What are the goals? etc

This is a more or less standardized list of questions. However, this information is not enough to get to the bottom of the problem your client is trying to solve.

High-Value Questions

High-value questions reveal your client’s wishes, fears, goals, and even dreams. These questions vary depending on what your client provided in the first step.
The better communication skills, empathy, and understanding of the industry from which the client came to you, the better you will be able to conduct a dialogue and the more valuable information you will take away.

High-Value Questions Examples
  • What do you do best and worst right now, and why?
  • Imagine that your company is a person. What qualities and skills does this person have? Describe in as much detail as possible.
  • How is your product described when recommended to others?
  • Who manages the competing companies, and how do these people help their companies grow? What can you adopt? etc

Important point: the client will always expect questions of low value. Without these questions, it is simply impossible to continue work.

However, by correctly asking questions of high value, you automatically increase the level of your expertise in the eyes of the client, and you establish a trusting relationship.

In fact, asking a strategic balance of low and high-quality questions guarantees at least 50% of the success of your project! After all, the information that you get by communicating with the client will solve at least half of the issues that arise in the course of work.


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