Which question can help you uncover a customer's desired business outcomes?

Question

Options

• AWhich areas of your business are over performing and underperforming?
• BWhich IT solution do you think would deliver the most value to your business?
• CWhat kind of a return on investment do you expect for your IT projects?
• DHow will you fund your company's digital transformation?

• A
  88% (15)
• C
  6% (1)
• D
  6% (1)

Explanation

Option A is correct because asking which areas are over- or underperforming opens a diagnostic conversation about business results - it surfaces what the customer wants to improve or protect, which directly reveals their desired outcomes without leading them toward a specific solution.

• B is wrong because it asks the customer to prescribe an IT solution themselves, skipping discovery and biasing toward technology rather than business needs.
• C is wrong because ROI expectations are a financial constraint, not a business outcome - they tell you how success will be measured, not what the customer is trying to achieve.
• D is wrong because funding mechanisms are a procurement/budget question, not an outcomes question - it addresses how to pay, not what to accomplish.

Memory tip: Think of the word "PERFORM" - the correct question is the only one focused on performance (business results), while the others focus on solutions (B), money metrics (C), or financing (D).

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