15 Questions to Ask Before Speaking with the Decision Maker
The questions that uncover insights, build trust, and turn opportunities into wins.
When it comes to sales, preparation is everything. Walking into a buyer meeting or distributor meeting without the right context is like showing up to a game without knowing the rules. You may get by, but you won’t win.
At LTO, we coach founders and sales teams to lead with insight, not just energy. That’s why we created a checklist of questions to ask those people who don’t necessarily make the decisions, but can provide insights, help develop rapport, and sometime even help sell in your product for you. These conversations set you up with the knowledge, credibility, and confidence you need to turn opportunities into wins.
Why These People Matter
These are the people closest to the action:
Distributor reps know what products are moving, what their monthly focus items are, what suppliers they like to work with and why, what products their bosses are pushing, etc.
Retail contacts: From category managers to store-level staff , these folks often shape how products are perceived and presented before buyers weigh in.
While they may not sign the deal, their perspective and advocacy can strongly influence your outcome.
The Payoff of Preparation
When you take the time to ask thoughtful questions:
You uncover insider knowledge that sharpens your pitch.
You build rapport and trust with distributor reps and retail contacts.
You avoid walking in blind and increase your chances of success.
The result? A retail or distributor meeting that feels a little less like a gamble. You can steer your buyer meeting questions in a different angle and adjust your presentation if necessary.
Download the Free Checklist
We’ve compiled 15 must-ask questions for a retailer or distributor meeting setting into a free downloadable checklist you can share with your team. Print it, use it in prep sessions, and make it part of your sales process.
