This document provides 5 questions salespeople should ask customers to help win sales: 1) What are your buying decision criteria? 2) How would you be perceived if you did nothing? 3) What impact would this issue have on your business, workers, and personal life? 4) Why does your current vendor/strategy fail to address your concerns? 5) What are your concerns that most managers do not have a business case to validate? Asking these questions helps understand the customer's needs and priorities.