Questions

At Marquiz, we are big fans of questioning as a tool. In the previous module, we outlined several key principles essential for understanding the role of questions in the exchange process between a product and a customer.

First, value exists in the customer’s perception. Second, value can be expressed through a formula where purchase motivation is high when a person has an unresolved conflict, believes in success, and does not need to spend excessive time and effort achieving their desired outcome.

So, where does the question come into play? A question may not always be explicitly stated, especially in cases of independent online purchases, but it always exists in the buyer’s mind. They constantly compare their desires with reality and evaluate whether the product can truly resolve their conflict.

At this point, it’s worth stepping aside briefly to challenge a common economic theory that assumes people behave as rational agents, always choosing the best price-to-quality ratio. We completely disagree with this idea. Our experience has repeatedly shown that people don’t buy based on pure rationality.

A purchase is always an emotion, a “moment of belief”, and only afterward do people rationalize their decision. We recommend setting aside the mental shortcut that assumes customers are purely rational decision-makers.

Key Questions Customers Ask

Customers don’t have a precise internal calculator when making decisions. Instead, their minds function like a balance board, where certain arguments tilt the weight toward making a purchase.

What exactly happens in a customer's mind when they evaluate a product? There are several key questions they subconsciously ask themselves:

1. Is this right for me? Is this meant for me? (Defining themselves as part of the segment)
2. Will this help solve my problem? (Probability of success)
3. How does the product achieve that? (What benefits does it offer me?)
4. How fast will I see results? (Time)
5. What will it require from me? (Effort)
6. How much does it cost?

Price comes last because it is a relative factor. When the conflict is strong enough, price may become irrelevant—if the problem feels urgent, the customer is willing to pay whatever it takes. When someone says, "It’s too expensive," it’s often not about the actual price but rather about not understanding the product’s value.

Questions as a Navigator Through Conflict

To better illustrate how good questions shape value perception, let’s introduce the temporary role of the seller in the product-customer exchange process.

A good seller uses questions to:

1. Get to the root cause of the customer’s conflict.
2. Highlight the most relevant benefits of the product.
3. Overcome objections related to time, effort, and price.

A professional salesperson always seeks to understand the customer, and the best way to do this is by asking the right questions. First, they gather factual customer characteristics to determine which segment they belong to. For example, the customer is a newly appointed Head of Marketing. Then, they identify the core conflict: "The CEO says the leads are cold, half the budget is gone, and tensions with the sales manager are rising."

At this stage, a skilled salesperson intentionally "stretches the conflict rubber band"—they expand the customer’s view of the future to highlight the pain of an unresolved problem or the joy of a successful resolution. This technique is known as SPIN selling.

SPIN Method

SPIN is a sales technique developed by Neil Rackham, focused on asking questions to uncover the customer’s conflict and help them verbalize their needs. The acronym SPIN stands for four types of questions:

• Situation – Fact-based questions to understand the current context
• Problem – Questions to identify pain points
• Implication – Questions to explore the consequences of not solving the issue
• Need-Payoff – Questions that help the customer see the benefits of a solution

SPIN is widely used in B2B sales, but it can be adapted for digital products across various industries.

1. Situation Questions

These questions help gather contextual information about the customer’s current position. They are fact-based and assist in segmenting the customer.

Examples:

• Which countries have you visited, and what did you enjoy the most?
• How often do you travel abroad?
• What matters most to you when choosing a vacation spot (culture, nature, activities, etc.)?
• Which types of vacations suit you best—beach, sightseeing, or adventure travel?

2. Problem Questions

These questions uncover pain points that need resolution. They help identify difficulties and frustrations that the product or service can solve.

Examples:

• What challenges have you faced when organizing previous trips?
• What is your biggest obstacle when choosing a travel package?
• Have you ever had issues during a trip due to language barriers or poor organization?
• What do you dislike about traditional travel packages you’ve tried before?

3. Implication Questions

These questions make the customer aware of the consequences of not solving their problem. They help deepen their understanding of the conflict by focusing on future risks and negative outcomes.

Examples:

• How much time do you think it will take to find the perfect travel package that meets all your requirements?
• If you don’t find a suitable trip soon, how will that affect your vacation plans?
• How could poor trip organization impact your travel experience and make it less enjoyable?

4. Need-Payoff Questions

These questions guide the customer to realize the value of a solution on their own. They shift the focus to positive outcomes and product benefits.

Examples:

• How would you feel if you found a tour that perfectly matched your expectations and preferences?
• If you didn’t have to worry about trip planning and everything was handled for you, how much better would your vacation experience be?
• Do you think you would enjoy your trip more if we took care of all the details—flights, transfers, excursions, and hotel selection?

Now you can see why Rackham’s SPIN method is so popular among sales professionals. At its core, the method revolves around conflict—even if it's expressed in different terms—between the desired state and the current reality. It helps customers recognize the benefits of a solution, making them more likely to take action.

Live and Automated Sales

We’ve established that customers inevitably ask questions about a product, whether they are making a purchase independently online or with the help of a sales manager. The key question is: Are you controlling this process?

To achieve results in lead generation, we recommend taking charge of the questions and making the dialogue with the customer structured and intentional.

If your average check is high, you can afford a salesperson. If you sell physical goods or digital products, you must be able to sell without live communication. That’s exactly why we created Marquiz.

Marquiz automates the seller-buyer dialogue, segments leads, and offers customers exactly what they need. The philosophy of our product is built around questions. We believe that by asking the right questions and understanding your own value, a business can navigate the customer’s world, engage them, and make an offer they can’t refuse.

Using quizzes for lead generation is simple: imagine you are selling in person. Ask questions to segment the customer, uncover their conflict, find out when and how they want to solve their problem, and finally, present a solution.

Don’t use questions for the sake of asking questions. The magic of quizzes lies in targeted questions that guide the customer through their interests and help them realize for themselves that you provide the solution they need.

How to Engage Those Who Aren’t Ready to Buy Yet

Through questions, you can segment people by their readiness to buy. Not everyone is prepared to make a decision immediately—people reach different stages of their key conflict at different times. Some customers are simply “interested”, which doesn’t mean they don’t need your product at all—it just means they don’t need it right now.

There are two approaches to working with these leads:

1. Give them time to mature
   Instead of selling immediately, stay in their information orbit. For example, a customer subscribes to your newsletter, and you periodically remind them of how you solve their core conflict. At some point, a triggering situation occurs that intensifies their conflict, and when they are ready to buy, they remember your product.
2. “Stretch the conflict rubber band”
   This is what SPIN sellers do—they paint a compelling picture of the desired future while highlighting the negative consequences of inaction. If the future is framed correctly, there’s a high chance the customer won’t want to delay their purchase.

Most of your leads will fall into the “just interested” category. With well-thought-out email sequences, social media posts, and content that addresses key customer questions while showcasing success stories, you can significantly increase sales.

Remember the key questions that influence the decision-making balance board. By fine-tuning your communication, you can either tilt the balance toward making a purchase or wait for the conflict to mature on its own.