How high-gain questions shift the conversation and uncover what really matters to your clients

If you want to be seen as a trusted advisor, not just a service provider, one of the most powerful tools you have is a well-placed question.

Not a generic check-in. Not a sales prompt.

A question that gets your client thinking more deeply. One that helps them uncover what’s really going on – what they’re trying to achieve, avoid, fix or change.

These are called high-gain questions. And they’re a game-changer.

What is a high-gain question?

High-gain questions go beyond the surface. They aren’t about ticking boxes or gathering basic facts. They’re designed to spark reflection and create insight for you and your client.

They help shift the conversation from tasks and transactions to priorities, challenges and outcomes.

Here’s the difference:

  • Standard question: “Is everything going okay with the current program?”
  • High-gain question: “What’s one thing that, if improved, would make the biggest difference right now?”

See the shift? The first invites a yes/no answer. The second invites a real conversation.

When to use high-gain questions

You don’t need to fire them off constantly. Use them when you want to:

  • Open up a strategic conversation
  • Understand what’s really driving the client
  • Reframe or explore a challenge
  • Uncover opportunities that haven’t been named yet

They’re especially useful in quarterly reviews, planning sessions, or when a client seems stuck or unsure.

Examples of high-gain questions

You don’t need a script just a mindset shift. But here are a few examples to get you started:

  • “What does success look like six months from now?”
  • “What’s making this harder than it needs to be?”
  • “What outcome matters most to your team right now?”
  • “If you could remove one roadblock tomorrow, what would it be?”
  • “What’s one thing that’s taking more energy than it should?”
  • “If you had a magic wand, what would you change and why?”

The goal isn’t to be clever. It’s to be curious.

Why it works

High-gain questions give your client space to think. And when you listen carefully to the answer, you often uncover:

  • Unspoken frustrations
  • Conflicting priorities
  • A new opportunity to help
  • A misalignment you didn’t know existed
  • A chance to add value that isn’t on your radar yet

It also shows your client that you’re not just here to deliver what’s asked, you’re here to understand what’s needed.

Final thought

You don’t have to have all the answers. Sometimes, the most powerful thing you can do is ask the right question and let the conversation unfold.

That’s not selling. That’s partnership.

TL;DR:

High-gain questions help shift client conversations from status updates to meaningful dialogue. They uncover what really matters, build trust, and position you as a true partner –  not just a provider.

 

Photo by Priscilla Du Preez  on Unsplash