David A. Fields Consulting Group You’re a consultant and, therefore, you solve problems and give advice.
Your consulting firm’s wisdom and sagacity determine your value to clients, and you are literally paid to announce your well-reasoned thoughts.
And yet, in the pursuit of new clients, your most profitable course is to learn rather than to inform.
Your genius is revealed by your questions, not your assertions.
With that thought in mind, I compiled a list of my favorite questions… then threw it out, since they all involved chocolate in one form or another.
If you’re an avid reader, you know I frequently suggest lines of inquiry that will help you win more clients and enjoy higher profits.
What, though, are the very best questions for winning new consulting engagements?
After discarding my chocolate-laden list, I quickly jotted down over 50 outstanding questions to ask while you’re in the hunt to win a consulting project.
(There’s probably another 50 to ask after you win the business, but that’s for a different article.)
Fifty is too many, though. It’s challenging to remember 50 questions when you’re facing a client.
Ten, on the other hand, you could commit to memory.
After all, you remember the 10 commandments, right? (Okay, maybe that’s a bad example.)
Below are nine of my all-time favorite questions to ask prospects during the Business Development process, and an open space for you to add yours.
10 Questions Your Consulting Firm Should Ask Every Prospect
Why now?
Sometimes this is phrased as “What’s changed?”
Either way, this question probes for the urgency necessary to drive a prospect to sign on the dotted line.
Why bother?
When your clients reveal the meaningful impact your project will have on their business, their customers, their employees and, most importantly, themselves, you discover the emotional juice you need to close the project.
What fee would give you a heart attack?
This astounding question simultaneously establishes and raises your prospect’s reference point for your project’s fees.
It also injects levity when a dose of laughter is often needed.
What else?
Persistence and patience will reward you with your prospects’ deepest motivations, concerns, hopes and expectations.
Unfortunately, even when you ask good questions, the initial responses are shallow.
Frequent application of “What else?” forces your prospects to contemplate deeper.
What’s your process?
A closed-ended question such as, “Are you the decision maker?” often yields a misleading answer.
However, when you ask, “What’s your process for hiring a consultant on this project?” you’ll learn the whole story—including the critical stakeholders.
Why not do this yourself?
Few exchanges are more fun than when clients explain all the reasons they need you.
How would you handle that in a way that’s fair?
Consultants often feel they have to meet disagreements head on.
You don’t.
During negotiations, ask your prospects to solve their own objections—they’ll often offer more favorable solutions than you would have suggested.
What’s a base hit and what’s a home run?
When your clients concretely differentiate between good and great outcomes, they’re divulging how to efficiently delight them.
Is it okay if I…?
Prospects will grant you virtually unlimited leeway, as long as you ask for permission first and your request is centered on them.
That includes asking personal questions, pushing back, speaking bluntly, requesting access… you name it.
<this space is for YOUR favorite question>
What do you think should be on the list of the 10 Greatest Questions to Ask Consulting Prospects?
Add your suggestion in the comment box, below.
Text and images are © 2026 David A. Fields, all rights reserved.
Absolutely LOVE this! As the famous sales teacher, J. Douglas Edwards (mentor of sales legend, Tom Hopkins) used to say, “Questions are the answer!” And these are wonderful questions that will help our prospective clients to provide the answers that will allow us to serve them best. WOW!
Love that “Questions are the answer” line, Bob. Score one for J. Douglas Edwards, and double points to you for citing him!
You’re the best, Bob.
David,
My favorite is the heart attack question. I’ve always struggled with the best way to determine price sensitivity without sounding like I’m asking someone to negotiate against themselves. Good stuff!
Agreed, Doc. That is not the easiest question to ask smoothly—it requires some practice; however, it’s one of the best for saving time and increasing margins.
Thanks for jumping into the conversation, Doc!
What’s the cost of doing nothing?
Excellent question, David. That’s definitely one worthy of the Greatest Questions list.
definitely powerful approach…this is a terrific line of questioning. also love the heart attack question as well as “what else” follow up. We found this question opens up the flood gates and unearths the truth of what they need and want.
Thanks David!
p.s. “the questions are the answers” also great quote, thanks Bob!
You are so right that “What else?” creates enormous incremental value. As consultants, we’re often quick to jump into solving problems. Taking a beat to learn more (by asking “What else?” then waiting patiently) can be difficult for many of us to master, but it pays off in spades.
I’m glad you shared your experience, Frank!