How to interrogate a salesperson (cheat sheet)

Here's a set of 20 questions you can work through. This should help to reassure the salesperson you're talking to that you understand their world and that you're here to help them succeed.

Background and scene setting

1. In brief, what’s the current status on the account?

2. How long have you worked with this customer?

3. How has the account evolved in that time?

4. Have you had previous wins and successes on this account?

5. Stand-out successes that you’d like to call out?

Stakeholder relationships

6. Which buying centres are your priorities?

7. Who/where are your current advocates?

8. Who are the additional stakeholders that you would like to be engaging with?

9. What are the current perceptions of you on this account?

10. What do you want them to think and feel?

11. Key 2-3 messages you want to communicate?

Customer insight

12. What are the customer’s pressing business drivers?

13. What significant recent events have happened or about to happen on the customer’s side?

14. Any significant executive changes?

15. Please talk me through major opportunities you foresee in the next 12-24 months?

Your vision for the account

16. What does this customer need to do that they are not currently doing? What would they like to be doing that their current systems won’t enable?

17. Who are the competitors?

18. How would you differentiate from other vendors/partners active on this account?

19. What does good look like from your perspective?

20. Where would you like to be on the account in 12 months?