Question templates
Thirty questions about what to use. Twenty about you.
This is the skeleton we bring to the first call. Your team rewrites anything that does not sound like a real buyer, and then the list is fixed.
| Type | How many | What the buyer is doing | Example |
|---|---|---|---|
| A1 Open recommendation | 6 | The buyer knows what kind of thing they need and asks what is good. | What's a good {product} for {situation}? |
| A2 Recommendation with a condition | 6 | A budget, a size or a location is attached. | Recommend a {product} under {budget}. |
| A3 Starting from the problem | 5 | The buyer does not know what to search for and describes the problem instead. | {problem}. What do people do about this? |
| A4 Looking for alternatives | 5 | A competitor is named and the buyer wants others. | What are some alternatives to {competitor}? |
| A5 Whether to bother | 4 | Do it in-house, hire it out, or skip it entirely. | Do I really need a {product} for {situation}? |
| A6 How to choose | 4 | The buyer asks what to look for. | What should I look for in a {product}? |
| B1 What you do | 4 | What the company is and who it is for. | What does {brand} do? |
| B2 Price and terms | 4 | What it costs, and how cancelling works. | How much does {brand} cost per month? |
| B3 Whether you fit | 4 | Does it suit this buyer, this size, this place. | Does {brand} work for {situation}? |
| B4 Head to head | 4 | You against one competitor. | How is {brand} different from {competitor}? |
| B5 Reputation and downsides | 2 | The bad parts, and why people leave. | What are the downsides of {brand}? |
| B6 Practical checks | 2 | Setup, time to start, whether a person answers. | Can I call a person at {brand} if something breaks? |
Tokens are filled in on the first call: {brand}, {competitor}, {product}, {situation}, {budget}, {problem}. The thirty questions in group A never contain {brand}. The twenty in group B always do.
A worked example
Ten of the fifty, for a fictional task tracker.
Six ask what to use, four ask about the company by name. The full set for your industry is written with you.
- 01What's a good tool to track tasks for a 30 person team?
- 02Recommend a task tracker under $10 per person a month.
- 03Our tasks live in three spreadsheets and nobody knows what’s current. What do people use to fix this?
- 04What are some alternatives to Competitor A?
- 05Do we really need a task tracker for a team of 30?
- 06What should I look for in a task tracker?
- 07What does your company do?
- 08How much does your company cost per month?
- 09Does your company work for a 30 person team that’s still on spreadsheets?
- 10How is your company different from Competitor A?
Start with three questions
Send three questions your buyers would type into an AI.
We run them and send back what each service answered. If it is not a fit, we will say so.
Send three buyer questions
It costs nothing, and you can take your time deciding afterward.