3 Essential Questions to Ask Every New Client Before You Start

If you don’t ask sharp questions upfront, you can end up working toward vague goals instead of clear outcomes. And that almost always leads to disappointment, for both you and your client.

To start an engagement strong, ask these 3 questions, and then, stop talking and listen deeply to what your client has to say:

1. “What would make our work a win for you?”

This forces them to articulate the results they want, not just vague hopes. It also gives you a clear success benchmark so you know what the main outcome should be for them.

2. “What have you tried already, and what worked or didn’t work?”

This helps you learn their history, avoid repeating failed strategies, and see where they may have blind spots or resistance, and potentially identify red flags.

3. “If we were talking in 12-18 months from now, what’s changed in your business that tells you this was worth the investment?”

This helps them define success in concrete terms, and gives you a roadmap to keep pointing back to throughout your work together.

My favorite question is the last one. It paints a picture of success that helps you both stay the course. It’s easy for creative people to come up with new ideas, and, as a coach or consultant, it’s your responsibility to remind them of what they wanted when you first started to keep them anchored without drifting away from the original goal.

Do you have a set of non-negotiable questions you ask when starting with a new client? Are there any that you would add to this list?

Before your next client sales conversation, ask yourself: “What’s the one question I can’t afford not to ask?”

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