They are necessarily thought-provoking, and will stay in customer's mind for a long time.
Big-picture questions position you to uncover needs that the customer does not necessarily know he or she has. They are strategic in nature, in essence asking the customer to think about things that they may not like to consider -- the future of the business, difficulties to be overcome, the the need to plan, contingencies, and long-term goals. Big picture questions require planning on your part because they can lead to uncomfortable -- albeit valuable-- discussions.
They are necessarily thought-provoking, and will stay in customer's mind for a long time. They elevate the conversation and will eventually result in your being perceived as an adviser or a consultant -- much more than a salesperson.
ACTION POINT: Consider questions that will stretch your customers thinking in their response.
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