Client hesitating to close the deal.

I was talking to a consultant recently, and their client was hesitating to close the deal. What was missing?

Often, clients experience sticker shock when they see the fees in black and white. They fixate on day rates and deliverables. They overlook the real reasons they need help.

Why? Because they haven't focused on the true value of the external advice.

Consultants often think 'discovery' is about finding needs and solutions. But there's more to it. A key part of discovery, from a sales view, is shifting the client's focus to two motivators: 𝗽𝗮𝗶𝗻 and 𝗴𝗮𝗶𝗻.

To do this well, ask the right questions. Don't jump to solutions.

Here are six questions that guide the client to focus on where it matters:

❓𝗪𝗵𝘆 𝗶𝘀 𝘁𝗵𝗶𝘀 𝗻𝗲𝗲𝗱𝗲𝗱?
↳ It helps the client explore their situation. It often reveals a larger scope—and value—for the project.

❓𝗪𝗵𝘆 𝗶𝘀 𝗶𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝗻𝗼𝘄?
↳ If they can't explain the urgency, they may be fishing. This question ensures there's a pressing reason to act.

❓𝗪𝗵𝘆 𝘁𝘂𝗿𝗻 𝘁𝗼 𝗼𝘂𝘁𝘀𝗶𝗱𝗲 𝗵𝗲𝗹𝗽?
↳ If internal resources could handle it, they wouldn’t need you. This makes them reflect on why they can't solve it in-house, increasing the value of your expertise.

❓𝗪𝗵𝘆 𝗶𝘀 𝘁𝗵𝗶𝘀 𝘄𝗼𝗿𝘁𝗵 𝗱𝗼𝗶𝗻𝗴?
↳ Push them to justify the initiative, confirming its value for both you and them.

❓𝗪𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗹𝗼𝗼𝗸 𝗹𝗶𝗸𝗲?
↳ Know their goals, not their needs. What does success mean to them? This ensures alignment.

❓𝗪𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝗶𝗳 𝗻𝗼𝘁𝗵𝗶𝗻𝗴 𝗰𝗵𝗮𝗻𝗴𝗲𝘀?
↳ Show the risks of inaction. Help the client see what's at stake if they don't act.

These questions flip the dynamic.

They make the client convince you of the project's importance. The result? Less sticker shock and a higher likelihood of winning a more valuable project.