Question Architecture
Questions are sensors.
A strong question does more than collect information. It reveals structure: priorities, constraints, authority, urgency, assumptions, stakeholder relationships, decision criteria, and commitment level.
| Stage | Question Function | Example Question | Signal Revealed |
|---|---|---|---|
| Account Selection | Identify visible movement | What changed inside this account that warrants attention? | Timing, trigger events, strategic relevance |
| Initial Contact | Establish relevance | Is this initiative tied to a current operating priority? | Need strength, urgency |
| Discovery | Clarify outcomes | What would a successful future state look like six months after implementation? | Value alignment, stakeholder expectations |
| Qualification | Test commitment | What information would need to be confirmed before assigning resources? | Decision process, seriousness, next action |
| Advancement | Confirm movement | Who else needs to validate this before the next step? | Stakeholders, authority, access |
Question Design Rules
- Match the question to the stage.
- Ask for evidence, not reassurance.
- Listen for what changed, who cares, and what happens next.
- Capture answers in a way that improves future account intelligence.