In foreign trade, we all want to understand our customers’ needs. But for a long time, I thought this would happen naturally if I just listened carefully. I waited for customers to tell me what they wanted, how they wanted it, and when they wanted it.
The problem? Customers often don’t share the full picture on their own. Sometimes it’s because they’re busy. Sometimes they are still figuring things out. And sometimes, they simply don’t know what information we actually need to serve them better.
Recently, I read a book called Secrets of Question-Based Selling by Thomas A. Freese, and it completely changed the way I see my role as a salesperson.
The Power of Asking the Right Questions
One of the book’s main ideas is that we shouldn’t just wait for customers to talk. We need to guide the conversation by asking thoughtful, strategic questions.
This is not about pushing the customer or interrogating them. It’s about making them feel that we are professionals who understand their challenges and are here to help solve them.
For example, before reading this book, I might have asked:
- “Do you need silicone spatulas or nylon spatulas?”
Now, I would ask:
- “What kind of cookware do your customers use most? Non-stick, stainless steel, or cast iron?”
The second question opens up a bigger conversation. It shows I’m not just trying to sell what I have—I’m trying to understand what fits their market best.
Why Questions Build Trust
I noticed something interesting after I started using this approach: the more I asked, the more open my customers became.
At first, yes—some customers were quiet. A few didn’t respond much. But over time, I found that the customers who answered my questions felt more comfortable sharing details:
- Their main challenges with current suppliers
- The reasons certain designs or colors work better in their market
- Their concerns about cost, delivery time, or quality
These are all details I wouldn’t know if I didn’t ask. And once I know them, I can offer solutions that actually make sense for their business.
Balancing Curiosity with Respect
Of course, there’s a balance. Asking too many questions at once can overwhelm the customer, especially in the first conversation.
What helped me was focusing on quality over quantity:
- Start with one or two open-ended questions that invite discussion.
- Listen carefully to the answer, and ask follow-up questions based on what they share.
- Avoid “yes or no” questions unless confirming a detail.
I also learned to use the customer’s language. If they say “We’re worried about delivery times,” I respond with:
- “Can you share what your usual lead time expectations are? I want to make sure we match them.”
This keeps the conversation natural and relevant to their priorities.
From Questions to Stronger Relationships
In the past few weeks, I’ve noticed a real change. My conversations with customers are no longer just about price and product. They are about problem-solving, market trends, and even long-term plans.
Do I still get silence sometimes? Yes. Some customers are not ready to share everything. But I believe every good question plants a seed. Over time, it shows the customer that I am consistent, professional, and genuinely interested in their success.
And this, I think, is the foundation of strong and lasting business relationships.
Final Thoughts
Reading Secrets of Question-Based Selling reminded me that sales is not about pushing products—it’s about guiding conversations.
Asking the right questions:
- Helps us understand what the customer really needs
- Builds trust and shows we are professionals
- Opens the door for more transparent and productive discussions
For anyone in foreign trade—or any kind of sales—I highly recommend practicing this approach. Don’t be afraid of a little silence, and don’t give up if the customer doesn’t answer everything right away.
Because in the end, the more we understand our customers, the better we can serve them. And that is how both sides win.
