The #1 Qualifying Question to Ask on a Sales Call
The First Qualifying Question That Makes or Breaks Your Sales Call
“What’s the #1 qualifying question to ask on a call?”
Most salespeople know they need to qualify prospects. That’s not new. What’s missing is the training on how to run the actual call so qualification happens naturally, without killing the conversation.
The truth is, qualification isn’t one question — it’s a sequence. And the very first qualifying question, the one that determines whether the call moves forward or dies, is what I call the Engagement Question.
Why the Engagement Question matters
- After your opener, you’ve got a small window of opportunity.
- If you don’t know exactly what to ask next, the prospect’s tone drops and the call ends.
- The Engagement Question keeps the conversation alive and directs their attention to a problem area. Without problem recognition, there’s no reason for them to hear your solution.
The “This or That” Style
The most effective way to ask an Engagement Question is with a “this or that” choice:
- Make it conversational: “I think I already know the answer, but…”
- Give them two simple options.
- It doesn’t matter which option they choose — what matters is they respond, and now you’re in a real conversation.
Examples for Different Industries
- SaaS / Software: “Your team — are they tracking leads in spreadsheets, or using a CRM to manage the pipeline?”
- Manufacturing: “When production slows down, is it usually because of equipment downtime, or supply chain delays?”
- Logistics: “Are most of your late deliveries caused by driver shortages, or by routing inefficiencies?”
- Professional Services: “When deadlines slip, is it usually because of client-side delays, or internal bottlenecks?”
What happens next
Once they answer, you’ve achieved engagement. From there you can move into:
- Opportunity Size Question: “Gotcha… how many reps are on your team?”
- Pain/Hot Button Question: “The clients we help most are usually struggling with either [pain A] or [pain B]. Which one’s closer to your situation?”
- Blow Up the Problem: “I see. It’s tough to hit quota when that’s happening.”
Takeaway
The #1 qualifying question isn’t about budget or authority. It’s the Engagement Question in a “this or that” style. That’s the question that keeps the call alive, uncovers pain, and sets you up to qualify quickly and present only to prospects who are truly worth your time.
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