Many account managers struggle with effectively identifying and qualifying growth opportunities within customer conversations. It’s not uncommon for salespeople to dive straight into pitching their products or services, driven by confidence in their own offerings. But while belief in your solution is essential, customers are ultimately less concerned with your enthusiasm and more focused on whether your services can deliver meaningful, measurable improvements to their outcomes. This is where great sales training and targeted sales courses make a measurable difference.
Top-performing salespeople don’t walk into customer meetings armed with a script about what they offer. Instead, they prepare smart, open-ended questions designed to uncover relevant needs. The focus shifts from ‘what can I sell’ to ‘where can I help you improve?’ And this change in mindset is at the heart of sustainable customer growth.
The power of the right questions
Rather than pushing an upsell or cross-sell agenda, skilled sales professionals use strategic questioning to determine whether there’s a genuine benefit in expanding the relationship. These questions are rooted in thorough preparation, a practice reinforced in leading sales courses. Here’s a simple way to initiate a growth-oriented conversation:
“You’ve mentioned you’re satisfied with (product/service), and that both [company name] and I are meeting your expectations. That’s great to hear. The other part of my role is to continuously look for ways to help you be even better off. Would you be open to exploring whether there are other areas where I could support you further?”
This type of dialogue invites collaboration and shows that your goal is aligned with theirs: achieving a better result. Once the door is open, the next step is discovery. You’ll want to gather a comprehensive understanding of the area you’re discussing – how the service is used, frequency, volume, expectations and any current pain points. Delving into who the current provider is, the duration of that relationship and any dissatisfaction gives you a clear picture of where you may be able to add value.
When they don’t see a need, create one
There will be times when a customer struggles to identify what could be improved. In such cases, it’s your job to guide the conversation by introducing possibilities – faster delivery, better service levels, enhanced communication or greater consistency. These are all common differentiators emphasised in professional sales courses. One golden rule: avoid defaulting to price as your value proposition. Winning business on price alone is risky and often unsustainable. If you become known purely for being the cheapest, you’ll likely be replaced the moment someone offers a lower price. Instead, position yourself as a consultant focused on business improvement. You’re not there to sell; you’re there to help them succeed.
Discovering hidden opportunities
Here’s another angle worth exploring: “I’ve noticed you currently work with us for [service A], but not for [service B]. Can I ask if there’s a reason behind that choice?”
This type of enquiry often uncovers useful insights – perhaps a legacy supplier arrangement, perceived specialisation or even an oversight. By asking these questions, you’re showing initiative, interest and intent – all key traits taught in advanced sales courses. Beyond unlocking growth, this conversation can reveal valuable information about competitors, contract cycles, satisfaction levels and areas ripe for improvement. These insights not only help you tailor your proposal, but also elevate your credibility as someone who genuinely listens and understands.
Preparation over pitching
The most successful salespeople don’t rely on spontaneity, they rely on preparation. Start by listing each of your products or services. Then, for every offering, write down five smart questions that would help uncover whether the customer could benefit from it. This proactive approach is a cornerstone of professional development in many sales courses, because it shifts your thinking from pushing to probing, from telling to understanding.
Sales success is rooted in curiosity. It’s about asking, not assuming. By being inquisitive and genuinely interested in where you can help a customer improve, you become a problem-solver rather than a seller. That distinction is what drives long-term growth.
The role of sales training in building these skills
Too many salespeople rely on instinct or outdated techniques when it comes to client growth. The reality is that successful questioning, customer analysis and consultative selling are all learned skills that can be sharpened with the right sales courses. Whether you’re new to sales or a seasoned account manager, continuously refining these abilities ensures you stay ahead in a competitive landscape. Sales courses offer structured learning around customer psychology, opportunity qualification, objection handling and effective communication- each an essential tool for unlocking untapped potential in existing accounts.
Customer growth doesn’t happen by chance. It happens through deliberate, thoughtful preparation and intelligent conversation. Crafting the right questions, understanding your customers and exploring where real value can be added is a skill that can be developed – and the return is undeniable. At SalesGuru, we specialise in empowering sales professionals through practical, impactful sales courses designed to unlock new opportunities and build lasting client relationships. Contact us today to learn how we can help you and your team grow with purpose.
