"The answer then, is a question" - Zig Ziglar. Questions are the tools of the trade for salespeople. They gather information like a radar or sonar ping. But consultative selling, whch has been trained since the 70's, stresses asking questions about need well before showing the product and they are right.

But in a complex sale with multiple decision makers a good "hunter" must also ask questions about other areas - Power, who has it? Preference, who is neutral, who like us, who likes them? Process, how will they make a decision? Who will be involved? What roles will each person play? Who will actually have a vote on a vendor?

I suggest you string these out a bit so it doesn't seem like a spolighted interrogation. If you can align personalities, build relationships of trust, and differentiate yourself on how you can solve their problem best, you may win the deal on the first call. We know that they must continue their selection process, but at some point fence-sitters start jumping onto your side or the other as momentum shifts.

Speed and accuracy of information drives speed and accuracy of strategy drives competitive advantage.