The Simple Shift from Pushy Salesperson to Trusted Advisor

As consultants, we love to give answers. And it feels good to give advice—especially when we’re confident it’s right.

But over time, I’ve realized what clients value even more than answers are the right questions.

A well-placed question invites your client to wrestle with the problem from a new perspective they may not have considered before—and that wrestling is a big part of the value you provide.

Here’s how that played out in a recent strategy call with a potential client.

I knew he'd been recently hired into a new executive leadership role. I asked how much runway he thought he had before he needed to deliver measurable results. He’d never considered it from that perspective before.

“That’s a really good question…” he said, pausing to think.

“The reason I ask,” I told him, “is because if you’re under pressure to show short-term results, then I usually recommend [Action A]. If you’ve got more leeway, then [Action B] is often the better place to start. Which one makes the most sense in your situation?”

“Oh, definitely B,” he said—which was a surprise to me!

We discussed his situation further, and then he asked about the investment to work with me so he could plan his 2026 budget.

So, what shifted in that moment?

By asking a question, I helped him see a risk he hadn’t considered—so he could avoid a costly mistake. It wasn’t obvious before, but now it was impossible to ignore.

Then, instead of prescribing a course forward, I laid out two options and asked another question—giving him the choice.

The subtle message: You’re in control. It’s your decision. And I can help you make the right one.

Asking great questions positions you as a trusted advisor, not a pushy salesperson. And that’s what wins clients.