When interviewing candidates for a sales position, one of my questions is: What skills and traits have made you successful as a sales rep? Almost every candidate emphasizes their listening skills during interviews. In my head, I’m often asking myself, “What are you listening to?”

No one claims to have the skill of asking good questions.

I’ve spent years analyzing why some reps ask better questions than others and conclude that good reps ask better questions because they are curious. Genuine curiosity can transform sales, leading to a deeper understanding and stronger relationships with prospects.

Even seasoned candidates are nervous in interviews. So later in the interview, I double-checked the “curiosity gene” by asking the candidates to share something they recently taught themselves how to do. My follow-up questions are: how did they get interested in learning it, and what process did they use to learn what they needed to know?

One candidate shared that they learned how to make a specific type of jewelry because she couldn’t find a gift for her grandmother. She took a class, shopped for the pieces, tried and failed a couple of times, but finally ended up with something her grandmother loved.

Another rep shared that he lived in an apartment without access to a grill, so he Googled how to make a good steak on the stove, learned about cast iron skillets, bought one, studied how to season it, and practiced until he could make the perfect steak.

It doesn’t have to be hands-on learning, either. Another great question to identify the candidate’s level of curiosity is to ask about books they are reading or podcasts they listen to and why they chose those topics.

Why Curiosity Matters in Sales

Curious people ask good questions; good questions make prospects and customers think about the costs of their problems and the value of their opportunities. Great questions give sellers the information they need to craft solutions that help their customers achieve objectives. The questions themselves are differentiating and can help position the rep as a trusted advisor.

The Difference Between Listening and Being Curious

● Listening is passive. It involves absorbing information.

● Curiosity is active. It involves probing deeper, seeking clarity, and uncovering hidden needs.

A curious salesperson goes beyond surface-level responses. They ask follow-up questions that dig into the why and how, not just the what. For example, instead of merely understanding that a prospect needs a solution, a curious salesperson will explore that need’s underlying reasons and potential implications. Because the questions are better, the rep learns more about the situation and better understands how to help and what the value of that help will be for the customer.

Signs You are a Naturally Curious Person

· You ask lots of questions: You’re always seeking to learn more, whether it’s about your industry, your clients, or the world in general.

· You enjoy learning: New information excites you, and you always seek opportunities to expand your knowledge.

· You share what you learn:People who like to learn also like to discuss what they have learned to gain additional perspective and further their learning.

· You’re an active listener: You don’t just wait for your turn to speak; you listen intently and ask clarifying questions.

· You notice details: Small nuances and insights don’t escape your notice; you pay attention to what others might overlook.

· You have a growth mindset: Challenges and new experiences are seen as opportunities to grow and learn.

· You like solving problems: You learn from every customer problem you explore, invest time identifying ways your customers can improve their situations using your products, and understand your time and knowledge have value.

How Not Being Curious Leads to Poor Sales Performance

During coaching sessions with reps, we cover the topic of new opportunities identified. The reps share their new opportunities, and I ask questions like:

●      What value are you creating for this customer?

●      What will working with you give them something they don’t already have?

●      What results is the customer trying to drive with this project?

●      What will happen to their organization if they don’t achieve their desired results?

●      What have they tried in the past, and what results did those things generate?

●      When they researched a change like this, who was involved, and what process did they use to evaluate a new solution or provider?

When I first start a coaching relationship, reps can rarely answer these questions. They will tell me what the prospect is looking for (e.g., they need a direct mail campaign or a sign) but nothing about why or how it is supposed to help them. Reps often reply to my questions with a reply of, “The prospect didn’t give me that information.”  I’ll then ask what questions they asked, and bingo—we’re at the root of the problem. They aren’t asking enough questions. The unfortunate truth, in many cases, is the reps just didn’t care enough about the customer’s situation to learn more.

When reps don’t uncover what the prospect needs to be successful (hint: it’s not a print or sign; it’s what the print or sign is supposed to accomplish), they will compete on price.  They will leave revenue opportunities on the table for a competitor to claim.

Can Reps Become More Curious?

Being naturally curious is a fantastic trait, but what if it doesn’t come naturally to you or your reps? Here are some strategies to develop and enhance your or your team’s curiosity:

1. Change Your Mindset

Adopt a mindset of continuous learning. Treat every interaction as an opportunity to learn something new. Shift your focus from closing the sale to understanding the prospect. This change in perspective can make your interactions feel more like genuine conversations rather than sales pitches.

2. Ask Open-Ended Questions

Open-ended questions encourage detailed responses. Instead of asking questions that can be answered with a simple “yes” or “no,” ask questions that require elaboration. For example:

●      “Can you tell me more about the challenges you’re facing with your current solution?”

●      “What goals are you hoping to achieve in the next year?”

●      “How does this problem impact your organization?”

●      “How will addressing this challenge help you, your department, your company, and your customers?”

3. Practice Active Listening

Active listening means fully concentrating on what is being said rather than just passively hearing the message and simply biding your time until you can speak again. Show that you’re engaged by nodding, making eye contact, and summarizing what the prospect has said before moving on to the next question.

4. Research and Prepare

Before meeting with a prospect, do your homework. Understand their industry, company, and role. This preparation will allow you to ask insightful questions and demonstrate genuine interest.

5. Stay Informed

Stay current with industry trends, news, and developments. This knowledge will help you ask better questions and position yourself as a knowledgeable and trusted advisor.

6. Reflect and Adapt

After each sales conversation, take time to reflect on the conversation, what you asked, what you learned and what more you need to learn.

Owners and managers can reinforce this skill by asking their reps questions like:

●      “What did you learn from the prospect today?”

●      “How did the prospect react when you asked that question?”

●      “What questions did the prospect ask you?”

●      “How did you show interest in learning about their business, challenges, and the opportunities they want to capture?”

Conclusion

Curiosity is a powerful sales tool that can set you apart from the competition. By fostering genuine curiosity, you can better understand your prospects, build stronger relationships, and drive more successful sales outcomes.

For owners and managers, use interview questions to determine if your sales candidates are curious and crave continuous learning. Those same questions can help you find more employees with a growth mindset for every position. Make sure you foster employees’ curiosity by giving them plenty of opportunities to learn new things and apply that learning.

Curious employees will learn more, sell more, help more, and help you grow more!