What type of questions are general data-gathering inquiries about background and current facts?

Situation questions are designed to gather information about a customer's background and current circumstances. These inquiries help sales professionals understand the context of the customer's needs and the environment in which they operate. By asking situation questions, a seller can ascertain key details, such as the customer's current processes, resources, and challenges. This foundational information is crucial for tailoring solutions that resonate with the customer’s specific circumstances.

Such questions typically focus on who, what, when, where, and how, allowing the salesperson to assemble the necessary context before delving deeper into the customer's challenges or needs. This step is essential in the sales process because it sets the stage for identifying problems, exploring implications, and ultimately positioning a product or service as a fitting solution. Understanding the situation enables the seller to engage more effectively and ask more targeted follow-up questions in later stages of the conversation.