Open-ended 'How' and 'What' questions make the other side feel in control while you gather the intelligence you need. Never ask 'Why' -- it's accusatory.
Calibrated Questions
Core Principle
Voss's Calibrated Questions give the prospect a feeling of control while you gather critical intelligence. By starting questions with 'How' and 'What' instead of 'Why,' you avoid triggering defensiveness and get deeper, more honest answers.
Step-by-Step Execution
Example in Action
Instead of: Why haven't you solved this yet? Try: What's been the biggest obstacle to solving this? Instead of: Can you make a decision this week? Try: How does your team typically make decisions like this? Instead of: Why is the budget an issue? Try: What would it take to make the budget work? You: What's the biggest challenge your team faces with onboarding? Prospect: Getting everyone aligned on the process. You: How does that misalignment show up day to day? Prospect: People skip steps, customers get different experiences. You: What would need to change for everyone to follow the same process? Prospect: We'd need something automated that guides them through it.
Practice this technique with an AI-powered roleplay scenario.