Imagine a pilot preparing for takeoff. They don’t just hope the plane has enough fuel or assume the weather will cooperate or all the gears and instruments are fine. Instead, they follow a checklist—a precise, deliberate process that ensures a successful flight.

Similarly, just as a pilot’s checklist guides them through critical pre-flight preparations, you need your own checklist to navigate the sales process effectively. Whether you’re selling supplies with a monthly or weekly reorder pattern or you have a longer sales process, intentional conversations and smart questions ensure your opportunities move toward closure with fewer surprises. 

This excerpt, from our upcoming book Pipeline Momentum for Game-Changing Results by Marisa Pensa and Stacia Skinner, highlights the importance of building and using a “questions bank” to uncover critical information. Let’s dive into how you can use this tool to evaluate the Four R’s: Right Person, Right Value, Right Timing, and Right Pricing.

Why Questions Matter

We all need a bank of qualifying questions to ensure we have the necessary information to advance the sale. For example, consider the “Right Person.” While no one intentionally sets a meeting with someone who can’t make a decision, today’s sales environment can involve multiple decision-makers - especially when expanding beyond general supplies. If you bluntly ask, “Are you the decision maker?” the answer is unlikely to be revealing. Instead, you need to approach with more nuanced questions that get to the heart of decision-making dynamics.

Let’s explore some examples for each of the Four R’s. These questions serve as your pre-flight checklist to avoid shortcuts that can derail your progress later. They’ll help you stay on course and provide clarity when things start to stall.

Questions Bank for the Four R’s

Right Person

Questions for Self-Assessment: 

• Who am I talking to, and why that person? 
• In addition to this contact, who else will be involved in the decision-making process?
• Have I invited the people with the right responsibilities into the conversation (e.g., technical leads, financial approvers, operational stakeholders)?

Questions for Your Contact: 

• In addition to yourself, who else typically likes to have their input considered? Should we include anyone else in our next call or meeting? 

Right Value

Questions for Self-Assessment: 

• Who will be better at their job because of how we approach deliveries, service, etc? 
• Will my solution enable the customer to control costs, elevate employee morale (For example coffee brewers!), impact office culture, or put time back into their day? 
• Can I confidently detail the impact I will bring to the customer’s business?

Question for Your Contact: 

• Based on our discussion, what do you think would benefit you most—finding ways to save time in your day or eliminating the hassle of __________?

Right Timing

Questions for Self-Assessment: 

• What factors suggest this customer has a genuine, significant need that can be addressed with our Dealership? 
• Do I know when they placed their last order and their typical order cycle?
• When they place their next order, will it be from us?
• Do you have a commitment that they will in fact order with you next time they order? 

Questions for Your Contact: 

• When was your last order? (whether supplies, coffee, cleaning supplies, etc)
• How often do you typically order those products? 
• Can you see yourself placing your next order with me or on our website?  

Right Pricing

Questions for Self-Assessment: 

• For new investments like a coffee brewer, furniture, or technology, has the customer allocated the necessary funds, and do I clearly understand their funding process?
• Do I understand the customer’s budget constraints and how this purchase fits into their financial priorities?
• Have I addressed potential objections related to price and justified the ROI of this investment?

Question for Your Contact:

• If we’re in the ballpark of what you’re currently paying and can provide even better service, would you place your next order with us?

Similar to a pilot’s pre-flight checklist, these questions guide you through the complexities of the sales process, helping you avoid costly missteps and maintain momentum. If you’re unsure about any aspect of the sale, revisit this list, identify the gaps, and ask yourself what question will bring the clarity you need.

Remember, every flight needs a checklist, and every sale deserves one too. By consistently focusing on the 4R’s—identifying the right person, delivering the right value, aligning with the right timing, and ensuring the right pricing—you’ll navigate your sales journey with precision and purpose. With these qualifying questions in your toolkit, you’ll be well-equipped to land the right results every time.