Ask These 3 Strategic B2B Sales Questions to Close More Deals

Matthew Earle
Jan 29
4 min read

Updated: Aug 20

3 B2B Sales Questions That Build Trust & Close Deals: Why Trust is the Key to Sales Success

3 B2B Sales Questions That Build Trust & Close Deals. Selling today is harder than ever. Buyers are overwhelmed, skeptical, and armed with more information than ever before—making it even tougher to gain their trust and close deals. In fact, research from LinkedIn’s State of Sales Report found that only 3% of buyers trust salespeople to act in their best interest.

So, how do you stand out and build meaningful relationships?

The answer is by asking the right questions - and below are 3 B2B sales questions that build trust & close deals.

Many salespeople focus on their pitch rather than their buyer's challenges. But the real key to success? Asking the right questions to uncover pain points and position yourself as a trusted advisor. By asking the right questions, you shift the conversation from a simple sales transaction to a problem-solving discussion—positioning yourself as a trusted advisor rather than just another salesperson. As a trusted advisor your buyer will look to you for input, to build a vision, and to guide them through the buying process. This is the sweet spot for a sales person as it will drive value, therefore maximise the prices you can charge, and unlock new opportunities within the same organisation.

Below are three powerful sales questions that will help you earn trust, create value, and help position you as a trusted advisor.

“What’s the biggest challenge your business is facing right now?”

Why This Works

This question opens the door to deeper conversations by focusing on the buyer’s current reality. Instead of leading with your solution, you’re giving the prospect a chance to express what fires they are currently in the process of putting out.

How to Use It Effectively

Let the buyer talk first—don’t interrupt. Listen carefully, get comfortable with maintaining silence and take notes.

Dig deeper by asking follow-ups like:

“How is this impacting your team?”

“What have you tried so far to solve this?”

“What’s stopping you from fixing this now?”

The Trust Factor

This approach positions you as someone who cares rather than someone who just wants to sell. When buyers feel heard, they’re more likely to engage in meaningful discussions. According to Gartner, buyers who feel understood are 2.7x more likely to engage in a follow-up conversation with a salesperson.

“If we could solve this problem, what would it mean for your business?”

Why This Works

Once the buyer has shared their challenge, this question helps them visualise success and clarifies the urgency of the problem. By visualising it your buyer can start to create a vision or “future state” of where you can put them and what the impact would be.

How to Use It Effectively

Get them to quantify the impact through the most relevant metrics. For example, if reducing costs is the goal, ask: 'How much time or budget is currently lost due to this problem?

Quantify by asking questions like:

“Would this help you reduce costs?”

“By how much?”

“How would this change the way your team operates?”

“What happens if this issue isn’t fixed in the next six months?”

The goal is to get them emotionally invested in solving the problem. Gallup research indicates that about 70% of consumer decisions are based on emotional factors, with only 30% based on rational factors.

The Trust Factor

Buyers don’t just want to fix problems—they want to see results. This question builds trust by proving you’re focused on outcomes, not just pushing a product. Salesforce’s State of Sales Report found that 74% of buyers say they’re more likely to choose a seller who helps them understand ROI.

“What does the ideal solution look like for you?”

Why This Works

This question gives control back to the buyer, allowing them to define their ideal outcome. It also helps you tailor your conversation to what actually matters to them.

How to Use It Effectively

If their answer aligns with your offering, highlight the fit. If they mention features you don’t offer, don’t force it—be honest about what you can deliver. Use this as an opportunity to co-create a solution: “Based on what you’ve shared, here’s how we can help…”. Buyers want to feel in control of their choices—not pressured into a decision.

The Trust Factor

When buyers feel they’re part of the solution, they trust the process. This shifts the dynamic from selling to collaborating. A Forrester study found that buyers who feel involved in the solution design are 60% more likely to make a purchase.