Issue #97

How To Get Answers Without Asking Questions

I do love a good question and I’ve written about the ten different types and how to use them, video is here, or click the image.

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But you don’t always need better questions. Sometimes, you just need to stop sounding like an interrogator.

In sales, most intel isn’t hidden. It’s just not offered because you asked the wrong way and they never thought about it.

Elicitation is how intelligence agencies gather secrets without direct questioning.

You can do the same in enterprise sales to get the other person relaxed, thinking you are a wonderful listener and giving you loads of opportunity to throw in positive statements about yourself.

No pressure.

No probing.

Just the other person talking freely, often telling you everything you needed to know and a lot you didn’t even realise you needed.

What is Elicitation?

It’s the art of unlocking information without asking for it.

• Instead of saying, “Who’s the decision-maker?” You create a moment where they want to tell you.
• Instead of saying, “What’s your budget?” You say something that draws it out, voluntarily, unconsciously.

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The best part?

Done right, they walk away feeling smart, heard, even respected.

Not sold to.

Ten Ways to Use Elicitation in Enterprise Sales

1. Flatter the Expert

Make them feel wise, and they’ll prove it to you.

“You’ve been through this kind of transformation before, right? What made it work?”

They’ll unpack the past, the pain, the politics. You just take notes. The only thing experts love more than their subject area is being recognised for knowing their subject area.

2. Play Dumb (On Purpose)

Pretend you don’t get it. Older readers will know about a detective character called "Columbo" - he was the master at this technique.

Just as he was leaving he'd ask "one more thing..." and get the vital clue that caught the killer.

They’ll explain more than they should.

“Sorry, why would someone choose that model over outsourcing?”

You’ll get the internal logic, and the hidden blockers.

3. Say Something Slightly Wrong

People love to correct you.

“So your procurement team is running this tender with outside help, I believe.”

“No, actually we're leading, they are managing the regulatory expert we brought in..."

You’ve got process and maybe the name of the consultant they're using.

4. Blame Everyone Else First

Point to the market, the economy, “other clients”, give them permission to complain.

“Everyone I’m talking to says Q2 was brutal, we certainly went through it...”

They’ll agree and vent.

Or disagree and explain why. Either way, you get insight.

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5. Make a Complaint

Not about them, about the world.

“It’s impossible to get sign-off under £100k right now.”

They’ll say, “Tell me about it,” or “Not here, we’ve got a threshold system…”

Now you know their approval logic.

6. Use the Power of Silence

Ask, then shut up, it is a question, but you're looking as much for the reaction as the answer.

“What made that deal fall through?”

(silence)

Most people fill silence with truth, watch carefully for it.

7. Dangle a Hook

Say something interesting, then drop it.

“We saw something strange with another firm’s contract… but anyway.”

They’ll ask what you meant, you answer vaguely and they’ll fill in the rest.

8. Ask for Advice

People love to mentor.

“You’ve seen a ton of vendors, I expect you can quickly separate the good from the waste-of-time by now.”

They’ll tell you how they judge value.

Now sell to that.

9. Offer a Hypothetical

Use fiction to reveal facts.

“Say someone could cut that by 25%, what would make you suspicious?”

Now you know their mental checklist of risks and concerns.

10. Confess Something Human

Drop your guard and they’ll drop theirs.

“I once blew a whole deal because I misread who had final say.”

They’ll laugh, and tell you their version. And who really signs. You look human and imperfect, which is how we all feel inside (except some procurement people I worked with - yes, I mean you, Keith...)

What You Actually Do

You’re not fishing for answers, you’re creating a conversation where answers flow.

That’s elicitation - Low-pressure, high-trust, insight-rich dialogue. The kind of dialogue that makes a complex sale feel easy.

Not because you asked the right question, but because you didn’t ask at all.

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If this sounds fascinating and you'd like to use it in your practise then drop me an email about coaching - let me know if there's a particular problem you want to work on.

First call is on me.