When asking questions during a research meeting, we want to engage the contact and elicit a thoughtful answer. One way to do this is to modify the tone of our questions, positioning more of our questions in a positive tone than in a negative tone.

For example, a common research question we might ask a contact is, "What will happen if this issue isn't resolved?" Although it's an appropriate question, there's a chance that the answer is so negative that it might distract the contact. Would the contact realistically tell you that they might lose their job (or something else negative) if they don't resolve this issue? In some cases the answer would be "yes", however in many cases the answer would be "no."

A different way to learn more about this issue would be to ask a similar question with a positive spin. As an example, "What will the outcome be when this issue is resolved?" The answer to this question will be very different, setting a positive tone and providing insight into their hopes and vision.

This is a technique we've seen used by good sales managers during a loss review, who are more likely to ask, "What will you do differently next time you are in a similar situation in order to get the sale?", than "Why did you lose this sale?" With the negative question, the rep can be put on the defensive, often resulting in excuses. With the positive question, the outcome is more likely to be the brainstorming of ideas and solutions.

Again, both of these types of questions are appropriate, but let's try to ask more positive questions, earlier in the research meeting.