Disturbing Questions: How to Steal a Competitors Market Share

To become a top professional, you must master the art of selling.

Surprisingly, average professionals often neglect refining their sales techniques.

A study by Reagan Consulting reveals that top professionals outperform the industry average by six times.

What sets them apart?

There are two things top performers do differently

First, they don’t focus on closing sales.

Second, they don’t “sell” in the traditional sense—they interview prospective clients using disturbing questions.

Winning a new client often involves taking it from a competitor.

Sometimes, competitors make this easy by leaving the door slightly ajar. Other times, you need to dig deeper with probing questions.

I call these “disturbing questions,” a term coined by the legendary Ben Feldman.

Logic Is Not Enough

When meeting a prospective client, winning their business requires a blend of logic and emotion. Disturbing questions are a powerful tool to tap into both.

The goal of these questions is to make the prospect evaluate—and even question—their relationship with their existing provider.

Their answers will help you qualify the opportunity, position your services, and advance the discussion.

How to Use Disturbing Questions

As you prepare for your next appointment, focus on interviewing and qualifying your prospect with a few carefully chosen probing questions.

Sample Script

“Mr. Prospect, John Smith suggested we meet. The purpose of today’s meeting is to learn more about you, your business, your relationship with your current provider, and any special services they offer. From there, we can decide if it makes sense to move forward together.”

Sample Questions

• Does your current provider have expertise in your type of business?
• What do you value most about your current program and relationship with your provider?
• Why did you choose [Competitor] in the first place?
• Have they lived up to your expectations?
• What is one thing they could do better to meet your needs?
• If I can offer enhanced expertise and services at a competitive price, could you see yourself replacing your current provider?
• Top professionals use these types of questions to start meaningful conversations, uncover client needs, and gain market share from competitors.

Practice Makes Perfect

For your next prospect meeting:

• Write out 5 to 10 probing questions tailored to the client.
• Focus less on closing the sale and more on opening the discussion and building a relationship.

Make this approach a habit, and you’ll consistently attract quality clients, grow your business, and outpace the competition.