The Power of Curiosity: How Asking the Right Questions Builds Trust, Increases Sales, and Strengthens Leadership

I was sitting across from a potential client who had been completely disengaged for the first 15 minutes of our meeting. Arms crossed, short answers, barely making eye contact. I could feel the relationship slipping away before it even started.

So, I stopped talking about our company and asked him something different. “I’m curious—what’s the biggest misconception people have about the work that your team does to help the grow business?”

That changed everything. He sat up, unfolded his arms, and launched into a passionate explanation of how people constantly misunderstood what his team actually did. I kept asking follow-up questions, not because I was trying to steer the conversation, but because I genuinely wanted to understand his world.

The insights he poured out were incredibly insightful and valuable to help me come up with a solution that our company could help with. By the end of the conversation, he leaned in and said, “You know, I’ve talked to five other companies about this, but you actually get our challenges. What would you recommend we do?”

Here’s the funny thing: I barely pitched. I just listened. And that little shift—genuine curiosity—turned a skeptical prospect into a long-term customer.

Curiosity is a Competitive Advantage

There’s a common misconception in sales: that our job is to convince, persuade, or push. But the reality is, the best salespeople don’t sell—they serve.

As I often say, “We need to stop thinking of sales as something we do TO someone, and start seeing it as an act of service where we’re helping other people get what they need.”

And how do you know what someone needs? You ask. You listen. You care enough to go beyond surface-level conversations. You ask more questions, and often make the client consider things they never thought of before.

Research backs this up. Studies from Harvard Business Review show that leaders and salespeople who demonstrate genuine curiosity—who ask thoughtful questions and actively listen—are consistently rated as more trustworthy, competent, and persuasive. And when people trust you, they do business with you.

The Sales Superpower: Being the One Who “Gets Them”

In sales, curiosity is the secret weapon that makes price less of an issue and makes decisions happen faster. When a client feels like you truly understand their challenges, they naturally gravitate toward working with you—because they’re confident that the solution you’ll bring them aligns with what they need. They don’t feel like you’re trying to “sell” them; they feel like you’re trying to help them.

And if your price is too high? A curious, trust-based relationship makes it easier for the client to open up and let you know. Maybe the approval is delayed because of budget constraints, maybe they need a different solution, maybe they just need you to make a small price concession to move forward, or maybe they just don’t fully see the value—yet. When they feel heard, they’re more likely to collaborate with you on a path forward rather than just going dark on you.

Leadership and Curiosity: Uncovering What’s Really Going On

The best leaders I’ve worked with all share a common trait: they ask great questions. They don’t assume they know everything. Instead, they seek to understand their people, their challenges, their day-to-day realities, and the hidden roadblocks that might be holding the company back.

Curiosity helps leaders:
✔ Discover what truly motivates their team members
✔ Identify gaps in understanding around vision and strategy
✔ Encourage employees to speak up about real issues—without fear
✔ Build a culture of engagement, where people feel heard and valued

When employees believe their ideas matter, they’re more invested in the company’s success. Even if you don’t act on every suggestion, simply listening makes people feel ownership in the mission because they believe their leaders have an informed view of the organization and the marketplace. And that sense of ownership leads to greater commitment, innovation, and trust.

The Simple Shift That Changes Everything

Curiosity is a choice. It’s a mindset shift that turns every conversation into an opportunity to learn, connect, and add value. It doesn’t require fancy training or sales scripts—just a genuine desire to understand the other person.

So, here’s a challenge: The next time you’re in a team meeting, a sales call, or even a friendly non-work conversation—pause before speaking. Instead of jumping in with your perspective, ask a question. Then ask another question. Dig deeper. Listen, not to respond, but to understand.

You might be surprised at what you learn. And even more surprised at how much people trust you and like you because of it.