10 Open-Ended Questions Examples for Sales & Customer Conversations

Have you ever been stuck in a conversation where every question only led to a one-word answer? Someone asks, "Did you like it?" and you reply, "Yes." Conversation over. It's frustrating, shallow, and leaves you with almost no real understanding of what the other person actually thinks.

Now flip the script. Imagine someone asks you, "What did you like most about it?" Suddenly, you have space to share your opinion, describe your experience, and give meaningful details.

That's the difference between a closed-ended and an open-ended question.

But here's the challenge: while everyone understands the concept of open-ended questions, very few people know how to use them effectively. Too often, they default to generic or vague prompts that don't lead anywhere.

That's why in this guide, we're going deeper.

By the end of this article, you'll have a toolbox of practical open-ended questions examples you can use in your next meeting, classroom, coaching session, or customer call.

And once you start seeing how much more you can learn by using some examples of open ended questions we're offering, you'll never go back to "yes/no" again.

What Is an Open-Ended Question?

So, what are open ended-questions examples?

An open-ended question is a question that invites a detailed, thoughtful response rather than a simple yes or no. These questions often begin with words like what, how, or why, and they encourage people to share experiences, opinions, and reasoning in their own words.

For example, instead of asking:

• "Did you enjoy the event?" (closed),
  you might ask:
• "What was the most memorable part of the event for you?" (open).

The difference may seem small, but it transforms the interaction. With a closed question in your sales plan, the conversation usually ends after one word. With an open question, you open the door to stories, feedback, and meaningful dialogue.

To really appreciate the contrast, here's a table comparing the two:

As you can see, closed questions have their place; sometimes, you just need a quick confirmation.

But if your goal is to uncover deeper insights, build rapport, or encourage reflection, open-ended questions are far more powerful.

Why Open-Ended Questions Matter

Let's face it: in today's world, people are busy and distracted.

If you only ask questions that require minimal effort, you'll only get surface-level answers. That's a problem whether you're a salesperson trying to understand customer pain points, a teacher encouraging critical thinking, or a counselor guiding someone through a challenge.

Open-ended questions solve this problem by inviting people to share what they really think and feel.

Open-ended questions matter because they:

• Uncover deeper insights: Instead of scratching the surface, you learn about motivations, fears, and unmet needs.
• Build trust and rapport: People feel valued when you give them space to talk and show genuine curiosity about their perspective.
• Encourage critical thinking: Especially in classrooms or coaching, these questions push people to reflect rather than recite.
• Reveal opportunities: In inside sales or customer service, open questions often surface unmet needs that lead to upselling or new solutions.
• Strengthen engagement: Conversations flow more naturally, keeping people involved instead of shutting them down.

So, if you want to truly connect with others, uncover what really matters to them, and move beyond superficial exchanges, start asking more open-ended questions. You'll be amazed at the depth and richness they bring to your conversations.

Why Businesses and Professionals Use Them

For businesses, the stakes are high. A customer might not tell you what's wrong if you never ask the right question. A team member might not share their best idea if you only ask, "Do you agree?"

And a client might not open up in counseling if your questions feel like checkboxes instead of invitations to reflect.

That's why open-ended questions are essential across industries:

• Sales professionals use them to uncover pain points and build relationships.
• Educators use them to assess understanding and spark discussions.
• Leaders use them to check in with their teams and build stronger connections.
• Counselors use them to guide clients toward self-discovery.

When you recognize how much more powerful these questions are, it becomes clear: learning to ask them well isn't just a skill, it's a competitive advantage.

Crafting Effective Open-Ended Questions

Here's a simple truth: not all open-ended questions are good questions. If you've ever asked, "So… what do you think?" and been met with blank stares, you know exactly what I mean. The problem wasn't that your question was closed.

The problem was that it was too vague, too broad, or too awkward to answer.

Crafting effective open-ended questions takes skill. Done well, they draw out meaningful insights. Done poorly, they create confusion or leave the other person scrambling to figure out what you even want.

An effective open-ended question does three things:

1. It invites exploration. People feel like they can share details, experiences, or ideas.
2. It's clear and purposeful. The person knows what you're asking without needing clarification.
3. It feels natural. It doesn't sound like you're reading from a script. Instead, it flows like part of a genuine conversation.

When you combine those three elements, you set the stage for responses that go beyond the obvious and help you learn something new.

To help you craft stronger open-ended questions, here are some guiding principles.

• Start with "how," "what," or "why." These words naturally open the door to explanation.
• Keep it focused. Ask one question at a time. Stacking three into one sentence overwhelms people.
• Avoid leading phrasing. Instead of asking, "Why do you love our product so much?" ask, "What do you think about our product?"
• Match the context. A question that works in a counseling session ("How did that make you feel?") won't always work in a sales call. Tailor your wording to the setting.
• Stay neutral. Don't signal what answer you're fishing for. You want authenticity, not politeness.

Each of these principles is simple, but together they shape questions that spark conversations instead of shutting them down.

Tips for Making Them Conversational

The best open-ended questions for sales closing don't sound like interview questions. They sound like part of a natural back-and-forth. That's what makes people comfortable enough to open up.

Here are some practical tips:

1. Listen first. The strongest questions often build directly on what the other person just said. If a customer mentions frustration, you might ask, "What's been the hardest part about dealing with that?"
2. Use plain language. Avoid jargon or complex phrasing. "How would you explain this to a friend?" is more effective than "What is your conceptual understanding of this material?"
3. Be specific. Instead of asking, "What do you think?" ask, "What part of this process has been most challenging for you?"
4. Be curious. Approach the question as if you genuinely want to learn — because you should. People can tell when you're going through the motions.

Use these tips and watch how your conversations start to flourish and turn into that resounding "Yes!" you've been waiting for.

10 Open-Ended Questions Examples

Now that you understand what open-ended questions examples are and how to craft them, let's get practical. Below are ten examples you can use in real-world situations, from sales calls to classrooms.

Each example is broken down to show why it works, when to use it, and how to adapt it.

Sales Discovery: "What's the biggest challenge you're trying to solve right now?"

In sales, the difference between a successful discovery call and a dead-end one often comes down to the questions you ask. If you only ask, "Are you looking for a solution like ours?" you'll likely get brushed off.

Instead, asking about their challenges shifts the focus to their world, not your pitch.

Here's the rundown:

1. Why it works: It encourages prospects to share pain points in detail.
2. When to use it: At the beginning of a discovery call, before you mention your product.
3. Follow-up questions: "How long have you been dealing with this issue?" or "What impact has it had on your business?"

This style of questioning not only uncovers the problem (and upselling opportunities) but also positions you as a problem-solver rather than a salesperson.

Customer Feedback: "How can we improve your experience with our service?"

Closed feedback questions like "Were you satisfied with your service today?" are misleading. Most people will say yes to avoid confrontation, even if they weren't thrilled. But when you ask how to improve, you get constructive criticism that you can act on.

• Why it works: It communicates that you value honest feedback, not just praise.
• When to use it: At the end of a service interaction, support call, or post-purchase survey.
• Follow-up questions: "What part of the process felt frustrating?" or "What would have made this easier for you?"

Over time, asking this type of question helps you spot patterns and make meaningful improvements.

Interview/Research: "Walk me through a typical day in your role."

Job interviews and research interviews are often ruined by closed questions. Asking, "Do you manage projects?" leads to a yes or no. Instead, asking someone to walk you through their day provides context, depth, and insights into how they prioritize.

1. Why it works: It encourages storytelling, which reveals much more than a list of duties.
2. When to use it: In job interviews, customer research, or even user experience studies.
3. Follow-up questions: "What part of your day do you enjoy most?" or "What drains the most of your time?"

This type of question is a favorite among researchers because it uncovers routines, bottlenecks, and unspoken frustrations.

Counseling/Therapy: "How did that situation make you feel?"

Feelings are rarely expressed when questions are closed. If a therapist asks, "Were you upset?" the client may say yes and stop there. But asking how something made them feel invites deeper exploration.

• Why it works: It builds trust, encourages vulnerability, and helps people process emotions.
• When to use it: In counseling, coaching, or even leadership check-ins with team members.
• Follow-up questions: "Why do you think you felt that way?" or "What part of the experience stands out most in your memory?"

This simple phrasing opens the door to self-reflection and healing in a way no yes/no question can.

Classroom Engagement: "How would you explain this concept to a friend?"

"But what about open-ended questions examples for students?" You ask.

Students are masters of nodding along when they don't understand. A teacher who asks, "Do you understand?" will almost always get a yes. But asking students to explain it to someone else quickly reveals whether they've truly grasped the material.

1. Why it works: It tests comprehension and reinforces learning by teaching.
2. When to use it: After introducing new material, during group activities, or before exams.
3. Follow-up questions: "What part was hardest to put into your own words?" or "How would you simplify this even further?"

This technique is used in classrooms worldwide because explaining forces deeper processing of information.

Brainstorming/Teamwork: "What's another way we could approach this problem?"

Meetings often stall when someone asks, "Do you have any ideas?" That question is too broad and intimidating. By asking specifically for another way, you encourage creative thinking and signal that all contributions are welcome.

• Why it works: It reduces pressure by assuming there are already multiple possible answers.
• When to use it: During brainstorming sessions, problem-solving meetings, or innovation workshops.
• Follow-up questions: "Which of these ideas seems most realistic?" or "What would be the first step in testing that idea?"

This framing helps teams move past the fear of being wrong and focus on generating options.

Customer Support: "What stood out most about your first interaction with us?"

Customer journeys often begin with a make-or-break first impression. If you only ask, "Did we help you today?" you'll never know what part of the experience shaped their opinion (or what and how you could cross-sell them.)

Asking what stood out surfaces both strengths and weaknesses.

1. Why it works: It highlights the customer's priorities instead of yours.
2. When to use it: After onboarding, first support call, or initial purchase.
3. Follow-up questions: "What surprised you most?" or "What could have made that first experience even smoother?"

Gathering this insight early allows you to refine your onboarding and support processes.

Leadership Check-In: "What kind of support do you need from me right now?"

Managers often ask, "Is everything okay?" and employees reflexively say yes. But this open-ended alternative creates space for employees to ask for resources, guidance, or clarity without feeling like they're complaining.

• Why it works: It shows empathy, builds trust, and empowers employees to be honest.
• When to use it: In one-on-ones, performance reviews, or during busy project periods.
• Follow-up questions: "What's blocking your progress?" or "What would make your work easier this week?"

Leaders who ask this question consistently build stronger, more engaged teams.

Survey/Post-Event: "What was missing from your experience with us?"

Open-ended survey questions examples are a great way to improve the customer experience while setting your business up as a client-centric organization.

Most surveys stick to scaled ratings or yes/no questions. While useful for tracking trends, they miss the nuance of what customers actually want. Asking what was missing flips the focus to gaps, not just satisfaction.

1. Why it works: It uncovers blind spots and unmet expectations.
2. When to use it: Post-event surveys, customer experience surveys, or product feedback forms.
3. Follow-up questions: "What's one improvement you'd like to see next time?"

This question works especially well when paired with closed questions in surveys, giving you both quantitative and qualitative data.

Personal Reflection: "What achievement are you most proud of and why?"

Not all open-ended questions are professional. Sometimes, the most powerful ones are personal. Asking someone what they're proud of gives them permission to share a meaningful story — one that often reveals values, strengths, and motivations.

• Why it works: It fosters connection and builds rapport.
• When to use it: In coaching sessions, interviews, or personal conversations.
• Follow-up questions: "What did you learn from that experience?" or "How has it shaped what you want to do next?"

This type of reflection builds stronger bonds, whether between manager and employee, teacher and student, or friends (especially when incorporated with SMART sales goals.)

Transforming Closed to Open Questions

Understanding the difference between open-ended questions examples and closed questions is one thing. But shifting your habits in real conversations is another. Most of us default to closed questions without even realizing it.

It feels natural to ask, "Did that make sense?" or "Are you happy with the result?" These questions are quick, but they limit the responses you'll get.

The good news is that you can train yourself to reframe closed questions into open ones. With a little practice, you'll start to notice the difference in how people respond—and you'll get much richer insights.

Why Reframing Matters

Closed questions often shut down conversations. They can make people feel like their answers don't matter, or worse, that you're only looking for confirmation. Open questions, on the other hand, signal curiosity. They show that you're not just looking to check a box but genuinely want to understand.

This difference changes the dynamic of the conversation. Customers, students, or team members are far more likely to engage when they feel their perspective is truly being sought.

Let's look at a table that shows how you can reframe closed questions into open ones, along with the added value you get.

As you can see, the difference is subtle in wording but dramatic in outcome. Each open version not only encourages a longer response but also produces actionable information.

Common Mistakes to Avoid

Even when people understand the value of open-ended questions examples, like ours, they often stumble in practice. It's not enough to tack "what" or "how" onto the front of a sentence; if you're not careful, you can still end up asking questions that confuse, frustrate, or shut down the very conversations you're trying to spark.

The good news? These mistakes are easy to spot once you know what to look for. And when you avoid them, your questions become sharper, your conversations more engaging, and your insights far more useful.

Being Too Vague

Imagine asking a customer, "What do you think?" It's so broad that they don't know where to start. Should they talk about your product, your service, the weather, or the entire company? Chances are, they'll give you a shallow response or change the subject.

A better alternative would be:

1. "What do you think about the way we handled your support request?"
2. "What do you think was missing from your experience with our product?"

The lesson here is simple: the more focused your question, the more useful the answer.

Asking Multiple Questions at Once

Have you ever been asked something like, "What did you like about our service, and what would you change, and how do you think it compares to other providers?" Most people freeze. When faced with too many questions at once, they'll either answer only part of them or give a vague "It was fine" just to move on.

Instead, break it down.

Ask one question, listen, then follow up with the next. Not only does this make it easier for the other person, but it also shows you're genuinely listening to their answers.

Not Listening to Responses

This one might sound obvious, but it's surprisingly common.

A salesperson asks, "What's been your biggest challenge?" The customer starts explaining, but halfway through, the rep cuts them off with a pitch. Or a teacher asks a student to explain their reasoning, but instead of listening, they jump to correcting mistakes.

When you don't fully listen, our open-ended question examples lose their power. They become just another tactic instead of a genuine invitation to share.

Active listening: nodding, summarizing, and asking follow-ups—is what turns a good question into a meaningful conversation.

When to Use Open vs Closed Questions

By now, it's clear that open-ended questions examples unlock deeper insights. But here's something that often gets overlooked: closed questions still have their place. If you only ever ask open-ended questions, you risk overwhelming people, dragging out conversations, or missing the clarity you need.

The key isn't choosing one type over the other. It's knowing when to use each.

Think of them as tools in a toolbox. Our open-ended questions examples are your paintbrush; they create broad, colorful strokes that add richness to the picture. Closed questions are your ruler; precise, clear, and designed for exact measurements.

Both are necessary if you want the full picture.

To make the distinction easier, here's a table that shows where open and closed questions each shine.

The truth is, closed questions aren't the enemy. They're efficient, they provide certainty, and they're great for gathering measurable data. But when it comes to building customer relationships, exploring needs, and uncovering insights, open-ended questions are the clear winner.

The best communicators use both in tandem. They know when to zoom in with a precise closed question and when to zoom out with a broad open one. Mastering this balance means your conversations will be not only more efficient but also more meaningful.

How to Practice Asking Better Questions

Knowing what open-ended questions are is one thing. Being able to use them naturally, in the heat of a sales call, a classroom discussion, or a team meeting, is another. The challenge is that most of us default to closed questions without realizing it. It's a habit built over years of wanting quick, efficient answers.

The solution? Practice. Like any skill—whether it's public speaking, writing, or active listening—the ability to ask strong open-ended questions improves with intentional effort.

With time, it becomes second nature.

And when people feel heard, everything changes.

Customers share frustrations that lead to new solutions. Students reveal what they're struggling with so you can help. Employees admit what support they need to succeed. Clients reflect on feelings they hadn't processed before.

Open-Ended Questions Examples - Final Thoughts

So here's your challenge: in your very next conversation, replace just one closed question with an open-ended one. Don't try to overhaul everything at once. Just make one small shift and see what happens.

Chances are, the response you get from our open-ended questions examples will surprise you.

And if you're in sales or customer service, take it a step further. Pair open-ended questions with tools that can capture and organize those responses into actionable insights. That's where a CRM like Ringy comes in, helping you not only ask better questions but also track and act on the answers.

Discover our sales software and learn how it can change the way you do business.

Sign up for a trial today.