Top 10 Questions to Ask Before a Major Sales Presentation

Curated by Kory White · Fractional CRO, CRO Syndicate

👍 Yup or 👎 Nope — vote this up its category:

📅 Published Jun 26, 2026 · Updated Jun 23, 2026 · 9 min read

Top 10 Questions to Ask Before a Major Sales Presentation

Direct Answer

The single most important question to ask before a major sales presentation is: "What specific outcome does the key decision-maker need to achieve in the next 90 days that only our solution can deliver?" This question, rooted in the MEDDIC-MEDDPICC framework’s "Pain" and "Champion" criteria, forces you to anchor every slide to a measurable business result.

The runner-up is "Who in the room has the authority to say 'no'—and what will they veto?" —a direct application of Gong’s research on deal-killing objections. This ranking is for revenue operators, sales leaders, and AEs who want to move from generic pitches to high-close-rate presentations using real frameworks and data.

How We Ranked These

We evaluated each question against four criteria, weighted equally (25% each), using data from Gartner’s 2024 B2B buying study, Clari’s deal velocity benchmarks, and Salesforce’s State of Sales report:

Deck Impact Score (DIS): How directly the answer changes slide content, structure, or flow. Measured by whether it eliminates fluff slides (e.g., company history) or adds a critical proof point.
Buyer Relevance Index (BRI): Alignment with how modern buying committees evaluate solutions. Based on Gartner’s "buying group" research—questions that address multiple stakeholders rank higher.
Objection Prevention Rate (OPR): Likelihood the question surfaces and neutralizes a top-3 objection before the presentation. Referenced against Challenger’s "commercial teaching" data.
Implementation Ease (IE): Time to prepare the answer (e.g., a 5-minute call vs. A 2-week analysis). Scored 1–10, with higher being faster.

1. 🏆 BEST OVERALL: "What specific outcome does the key decision-maker need to achieve in the next 90 days that only our solution can deliver?"

This is the MEDDIC-MEDDPICC "Pain" and "Champion" question, reformulated for presentation prep. Gong’s analysis of 25,000+ sales calls found that deals where the seller could articulate the buyer’s "critical event" (a 90-day deadline) had a 34% higher close rate. The answer forces you to build a "Day 1 to Day 90" narrative slide, not a feature list.

For example, if the VP of Operations needs to reduce inventory carrying costs by $1.2M before Q3 board review, your presentation’s ROI model must show exactly how your Salesforce-integrated forecasting tool achieves that.

To use it, schedule a 15-minute "pre-brief" call with your champion. Ask: *"If you could wave a magic wand and have one metric move by [X]% by [date], what would it be?"* Then, build your presentation around that single metric. The Clari platform can help you validate their answer against historical pipeline data—if their stated goal conflicts with past buying patterns, flag it before the meeting.

2. "Who in the room has the authority to say 'no'—and what will they veto?"

This is a direct application of the MEDDIC-MEDDPICC "Decision Criteria" and "Decision Process" elements. Forrester’s 2024 B2B buying survey found that 68% of deals stall because the presenter didn’t address the silent veto stakeholder’s pet concern. For example, if the CFO is in the room and her known veto is "any solution requiring a new vendor approval process," your presentation must include a slide on "Implementation Without Procurement Bottlenecks."

Map the room using a Gong-style "stakeholder grid" before the meeting. List every attendee, their role, and their known objections from previous calls. Then, for each veto-prone person, pre-write a slide that directly counters their fear. If you don’t know the answer, your champion should have it—if they don’t, reschedule the presentation.

3. "What is the single biggest risk they perceive in choosing us—and how do we address it in the first 3 slides?"

Challenger’s research shows that 53% of buyer skepticism is about implementation risk, not product features. This question forces you to front-load your presentation with a "Risk Mitigation" slide. For instance, if the buyer fears your Salesforce integration will break their existing workflows, your second slide should show a real Mermaid diagram of the data flow, proving zero disruption.

flowchart TD A[Buyer's Current Stack] --> B[Salesforce CRM] B --> C[Your Solution API] C --> D[Data Sync Tested 1,000+ Times] D --> E[No Downtime in Pilot] E --> F[Risk Score: 2/10]

Use Gong’s "objection heatmap" feature to identify which risk was mentioned most in discovery calls. If it’s "security," your third slide should be a SOC 2 Type II attestation summary, not a product demo.

4. "What does the current 'status quo' look like—and how much is it costing them per month?"

This is the MEDDIC-MEDDPICC "Pain" question quantified. Clari’s data shows that deals where the seller can state the cost of inaction (e.g., "$47,000/month in lost revenue due to manual reporting") close 22% faster. Your presentation must open with a "Cost of Doing Nothing" slide that uses their actual numbers.

For example, if they manually reconcile 5,000 invoices/month at a cost of $12/hour, that’s $60,000/year in wasted labor.

To get this answer, ask your champion: *"Can you pull the last 3 months of [process] costs from your ERP?"* If they can’t, use industry benchmarks from Gartner’s "Cost of Manual Processes" report (average: $150/employee/month). Present it as a table: "Your Cost Today" vs. "Cost with Our Solution."

5. 💎 BEST VALUE: "What is the one slide from your last failed vendor presentation that we must avoid?"

This is a zero-cost, high-ROI question. Gartner found that 71% of buyers have a "vendor fatigue" point—they’ve seen the same generic "Our Team" slide 10 times. This question uncovers the exact content that will trigger a "not again" reaction.

For example, if they say "the competitor comparison slide was too aggressive," your presentation should omit it entirely and instead use a Gong-style "neutral third-party validation" slide (e.g., a Gartner Peer Insights quote).

Ask this during the pre-brief call. Write down their exact words. Then, build your presentation’s "anti-slide"—the opposite of what they hated. If they hated "vague ROI promises," your ROI slide must show a Clari-verified customer outcome with real dollar amounts and a timeline.

6. "What is the decision timeline—and what milestones must we hit in this meeting to stay on track?"

Salesforce’s State of Sales report shows that 62% of sales cycles have a hidden deadline that the seller doesn’t ask about. This question, from the MEDDIC-MEDDPICC "Implication" criteria, ensures your presentation ends with a concrete next step. For example, if they need board approval by June 15, your closing slide must show a "June 1: Final Demo" and "June 10: Proposal Submission" timeline.

Use Clari’s "deal timeline" feature to map their internal process. If they say "we’ll decide in 60 days," but your Challenger research shows that 70% of decisions happen in the first 30 days, push for a shorter timeline. Your presentation’s final slide should be a "Mutual Action Plan" with dates.

7. "What is the one thing our competitor does better than us—and how do we neutralize it?"

This is a Challenger "commercial teaching" question. Gong’s data shows that 44% of deals are lost to a specific competitor feature, not price. For example, if the competitor has a better mobile app, your presentation must include a "Mobile Workaround" slide that shows how your Salesforce mobile app + third-party integration achieves the same result.

Ask your champion: *"If you had to pick one thing [competitor] does better, what would it be?"* Then, build a "Comparison Slide" that addresses it head-on. Use a Mermaid chart to show feature parity:

flowchart LR A[Competitor Mobile App] --> B[Our Solution + Salesforce Mobile] B --> C[Same Functionality via API] C --> D[User Testing: 98% Parity]

8. "What is the one question you are afraid we will ask—and why?"

This is a psychological safety question from Challenger’s "emotional intelligence" research. Gartner found that 57% of buyers withhold a critical concern because they don’t want to seem difficult. For example, they might be afraid to ask "Can you guarantee uptime?" because they think it’s rude.

Your presentation must pre-empt that fear with a "Guarantees" slide.

Ask this during the pre-brief. If they say "I’m afraid you’ll ask about our budget," then your presentation’s pricing slide should be transparent: "Budget Range: $50k–$80k. Our solution fits at $65k." This builds trust and prevents a last-minute objection.

9. "What does 'success' look like 6 months after implementation—and how do we measure it?"

This is the MEDDIC-MEDDPICC "Metrics" question. Clari’s data shows that deals with a defined "success metric" in the presentation have a 29% higher close rate. For example, if they define success as "30% reduction in support tickets," your presentation must include a slide showing how your Salesforce-integrated knowledge base will achieve that with a Mermaid flowchart of the expected reduction curve.

Ask your champion: *"If we succeed, what KPI will your boss point to in the Q3 review?"* Then, build a "Success Roadmap" slide with milestones at Month 1, 3, and 6. Use real numbers from Gartner’s benchmarks: "Average 25% ticket reduction by Month 3."

10. "What is the one thing we must not say—or risk losing the deal?"

This is a Challenger "landmine" question. Gong found that 1 in 3 deals is lost because a seller said something that triggered a "deal killer" reaction—like mentioning a competitor by name or making a pricing mistake. For example, if they say "Don’t mention our recent layoffs," your presentation must avoid any reference to "team stability" or "headcount."

Ask your champion: *"Is there any topic that, if brought up, would make the CFO walk out?"* Then, write a "Do Not Mention" list and share it with your entire presentation team. If they say "Don’t compare us to [competitor] because we used them before," your presentation should omit all competitor slides.

FAQ

What if I can’t get a pre-brief call before the presentation? Use Gong’s "call analysis" to extract answers from past discovery calls. If no calls exist, send a 3-question email to the champion: "What’s the 90-day goal? Who has veto power? What’s the biggest risk?"

How do I prioritize these 10 questions if I only have 30 minutes to prepare? Focus on questions 1, 2, and 3. They cover the core MEDDIC-MEDDPICC criteria (Pain, Decision Criteria, Risk) and have the highest Deck Impact Score.

Can I use these questions for internal presentations (e.g., to the board)? Yes. Replace "buyer" with "stakeholder." For example, question 1 becomes: "What outcome does the CEO need from this project in the next 90 days?"

What if the buyer lies or gives a vague answer? Triangulate with data from Clari or Salesforce (e.g., past purchase history). If they say "cost isn’t an issue," but their average deal size is $10k, the real answer is "cost is the #1 issue."

How do I handle a room with 15+ stakeholders? Use question 2 to identify the top 3 veto holders. Build 3 "veto slides" and present them in order of power. Gartner recommends a "stakeholder map" slide that shows each person’s role and concern.

Sources

Bottom Line

The best sales presentations are built on answers, not assumptions. Use these 10 questions to strip every slide of fluff, address hidden objections, and align with the buyer’s actual decision process. Start with question 1—the 90-day outcome—and work down.

Your close rate will improve by at least 20% (based on Gong’s data) if you implement even 5 of these consistently.

*Top 10 questions to ask before a major sales presentation improve close rates by 20% using MEDDIC-MEDDPICC and Gong data.*

Keep reading

![Top 10 Questions to Ask Before a Major Sales Presentation](https://i.pinimg.com/736x/ed/27/b7/ed27b724bd1ec978986a32b17f3a157d.jpg)

### Direct Answer
The single most important question to ask before a major sales presentation is: **"What specific outcome does the key decision-maker need to achieve in the next 90 days that only our solution can deliver?"** This question, rooted in the **MEDDIC-MEDDPICC** framework’s "Pain" and "Champion" criteria, forces you to anchor every slide to a measurable business result. The runner-up is **"Who in the room has the authority to say 'no'—and what will they veto?"** —a direct application of **Gong’s** research on deal-killing objections. This ranking is for revenue operators, sales leaders, and AEs who want to move from generic pitches to high-close-rate presentations using real frameworks and data.

## How We Ranked These
We evaluated each question against four criteria, weighted equally (25% each), using data from **Gartner’s** 2024 B2B buying study, **Clari’s** deal velocity benchmarks, and **Salesforce’s** State of Sales report:
- **Deck Impact Score (DIS):** How directly the answer changes slide content, structure, or flow. Measured by whether it eliminates fluff slides (e.g., company history) or adds a critical proof point.
- **Buyer Relevance Index (BRI):** Alignment with how modern buying committees evaluate solutions. Based on **Gartner’s** "buying group" research—questions that address multiple stakeholders rank higher.
- **Objection Prevention Rate (OPR):** Likelihood the question surfaces and neutralizes a top-3 objection before the presentation. Referenced against **Challenger’s** "commercial teaching" data.
- **Implementation Ease (IE):** Time to prepare the answer (e.g., a 5-minute call vs. A 2-week analysis). Scored 1–10, with higher being faster.

## 1. 🏆 BEST OVERALL: "What specific outcome does the key decision-maker need to achieve in the next 90 days that only our solution can deliver?"
This is the **MEDDIC-MEDDPICC** "Pain" and "Champion" question, reformulated for presentation prep. **Gong’s** analysis of 25,000+ sales calls found that deals where the seller could articulate the buyer’s "critical event" (a 90-day deadline) had a **34% higher close rate**. The answer forces you to build a "Day 1 to Day 90" narrative slide, not a feature list. For example, if the VP of Operations needs to reduce inventory carrying costs by **$1.2M** before Q3 board review, your presentation’s ROI model must show exactly how your **Salesforce**-integrated forecasting tool achieves that.

To use it, schedule a 15-minute "pre-brief" call with your champion. Ask: *"If you could wave a magic wand and have one metric move by [X]% by [date], what would it be?"* Then, build your presentation around that single metric. The **Clari** platform can help you validate their answer against historical pipeline data—if their stated goal conflicts with past buying patterns, flag it before the meeting.

## 2. "Who in the room has the authority to say 'no'—and what will they veto?"
This is a direct application of the **MEDDIC-MEDDPICC** "Decision Criteria" and "Decision Process" elements. **Forrester’s** 2024 B2B buying survey found that **68% of deals stall** because the presenter didn’t address the silent veto stakeholder’s pet concern. For example, if the CFO is in the room and her known veto is "any solution requiring a new vendor approval process," your presentation must include a slide on "Implementation Without Procurement Bottlenecks."

Map the room using a **Gong**-style "stakeholder grid" before the meeting. List every attendee, their role, and their known objections from previous calls. Then, for each veto-prone person, pre-write a slide that directly counters their fear. If you don’t know the answer, your champion should have it—if they don’t, reschedule the presentation.

## 3. "What is the single biggest risk they perceive in choosing us—and how do we address it in the first 3 slides?"
**Challenger’s** research shows that **53% of buyer skepticism** is about implementation risk, not product features. This question forces you to front-load your presentation with a "Risk Mitigation" slide. For instance, if the buyer fears your **Salesforce** integration will break their existing workflows, your second slide should show a real **Mermaid diagram** of the data flow, proving zero disruption.

```mermaid
flowchart TD
    A[Buyer's Current Stack] --> B[Salesforce CRM]
    B --> C[Your Solution API]
    C --> D[Data Sync Tested 1,000+ Times]
    D --> E[No Downtime in Pilot]
    E --> F[Risk Score: 2/10]
```

Use **Gong’s** "objection heatmap" feature to identify which risk was mentioned most in discovery calls. If it’s "security," your third slide should be a SOC 2 Type II attestation summary, not a product demo.

## 4. "What does the current 'status quo' look like—and how much is it costing them per month?"
This is the **MEDDIC-MEDDPICC** "Pain" question quantified. **Clari’s** data shows that deals where the seller can state the cost of inaction (e.g., "$47,000/month in lost revenue due to manual reporting") close **22% faster**. Your presentation must open with a "Cost of Doing Nothing" slide that uses their actual numbers. For example, if they manually reconcile 5,000 invoices/month at a cost of $12/hour, that’s **$60,000/year** in wasted labor.

To get this answer, ask your champion: *"Can you pull the last 3 months of [process] costs from your ERP?"* If they can’t, use industry benchmarks from **Gartner’s** "Cost of Manual Processes" report (average: **$150/employee/month**). Present it as a table: "Your Cost Today" vs. "Cost with Our Solution."

## 5. 💎 BEST VALUE: "What is the one slide from your last failed vendor presentation that we must avoid?"
This is a zero-cost, high-ROI question. **Gartner** found that **71% of buyers** have a "vendor fatigue" point—they’ve seen the same generic "Our Team" slide 10 times. This question uncovers the exact content that will trigger a "not again" reaction. For example, if they say "the competitor comparison slide was too aggressive," your presentation should omit it entirely and instead use a **Gong**-style "neutral third-party validation" slide (e.g., a **Gartner Peer Insights** quote).

Ask this during the pre-brief call. Write down their exact words. Then, build your presentation’s "anti-slide"—the opposite of what they hated. If they hated "vague ROI promises," your ROI slide must show a **Clari**-verified customer outcome with real dollar amounts and a timeline.

## 6. "What is the decision timeline—and what milestones must we hit in this meeting to stay on track?"
**Salesforce’s** State of Sales report shows that **62% of sales cycles** have a hidden deadline that the seller doesn’t ask about. This question, from the **MEDDIC-MEDDPICC** "Implication" criteria, ensures your presentation ends with a concrete next step. For example, if they need board approval by June 15, your closing slide must show a "June 1: Final Demo" and "June 10: Proposal Submission" timeline.

Use **Clari’s** "deal timeline" feature to map their internal process. If they say "we’ll decide in 60 days," but your **Challenger** research shows that **70% of decisions** happen in the first 30 days, push for a shorter timeline. Your presentation’s final slide should be a "Mutual Action Plan" with dates.

## 7. "What is the one thing our competitor does better than us—and how do we neutralize it?"
This is a **Challenger** "commercial teaching" question. **Gong’s** data shows that **44% of deals** are lost to a specific competitor feature, not price. For example, if the competitor has a better mobile app, your presentation must include a "Mobile Workaround" slide that shows how your **Salesforce** mobile app + third-party integration achieves the same result.

Ask your champion: *"If you had to pick one thing [competitor] does better, what would it be?"* Then, build a "Comparison Slide" that addresses it head-on. Use a **Mermaid** chart to show feature parity:

```mermaid
flowchart LR
    A[Competitor Mobile App] --> B[Our Solution + Salesforce Mobile]
    B --> C[Same Functionality via API]
    C --> D[User Testing: 98% Parity]
```

## 8. "What is the one question you are afraid we will ask—and why?"
This is a psychological safety question from **Challenger’s** "emotional intelligence" research. **Gartner** found that **57% of buyers** withhold a critical concern because they don’t want to seem difficult. For example, they might be afraid to ask "Can you guarantee uptime?" because they think it’s rude. Your presentation must pre-empt that fear with a "Guarantees" slide.

Ask this during the pre-brief. If they say "I’m afraid you’ll ask about our budget," then your presentation’s pricing slide should be transparent: "Budget Range: $50k–$80k. Our solution fits at $65k." This builds trust and prevents a last-minute objection.

## 9. "What does 'success' look like 6 months after implementation—and how do we measure it?"
This is the **MEDDIC-MEDDPICC** "Metrics" question. **Clari’s** data shows that deals with a defined "success metric" in the presentation have a **29% higher close rate**. For example, if they define success as "30% reduction in support tickets," your presentation must include a slide showing how your **Salesforce**-integrated knowledge base will achieve that with a **Mermaid** flowchart of the expected reduction curve.

Ask your champion: *"If we succeed, what KPI will your boss point to in the Q3 review?"* Then, build a "Success Roadmap" slide with milestones at Month 1, 3, and 6. Use real numbers from **Gartner’s** benchmarks: "Average 25% ticket reduction by Month 3."

## 10. "What is the one thing we must not say—or risk losing the deal?"
This is a **Challenger** "landmine" question. **Gong** found that **1 in 3 deals** is lost because a seller said something that triggered a "deal killer" reaction—like mentioning a competitor by name or making a pricing mistake. For example, if they say "Don’t mention our recent layoffs," your presentation must avoid any reference to "team stability" or "headcount."

Ask your champion: *"Is there any topic that, if brought up, would make the CFO walk out?"* Then, write a "Do Not Mention" list and share it with your entire presentation team. If they say "Don’t compare us to [competitor] because we used them before," your presentation should omit all competitor slides.

## FAQ
**What if I can’t get a pre-brief call before the presentation?**  
Use **Gong’s** "call analysis" to extract answers from past discovery calls. If no calls exist, send a 3-question email to the champion: "What’s the 90-day goal? Who has veto power? What’s the biggest risk?"

**How do I prioritize these 10 questions if I only have 30 minutes to prepare?**  
Focus on questions 1, 2, and 3. They cover the core **MEDDIC-MEDDPICC** criteria (Pain, Decision Criteria, Risk) and have the highest Deck Impact Score.

**Can I use these questions for internal presentations (e.g., to the board)?**  
Yes. Replace "buyer" with "stakeholder." For example, question 1 becomes: "What outcome does the CEO need from this project in the next 90 days?"

**What if the buyer lies or gives a vague answer?**  
Triangulate with data from **Clari** or **Salesforce** (e.g., past purchase history). If they say "cost isn’t an issue," but their average deal size is $10k, the real answer is "cost is the #1 issue."

**How do I handle a room with 15+ stakeholders?**  
Use question 2 to identify the top 3 veto holders. Build 3 "veto slides" and present them in order of power. **Gartner** recommends a "stakeholder map" slide that shows each person’s role and concern.

## Sources
- [Gong: 25,000 Sales Call Analysis on Deal Killers](https://www.gong.io/research/)
- [Gartner: 2024 B2B Buying Study](https://www.gartner.com/en/sales/insights/b2b-buying-journey)
- [Clari: Deal Velocity Benchmarks](https://www.clari.com/resources/benchmarks)
- [Salesforce: State of Sales Report 2024](https://www.salesforce.com/resources/articles/state-of-sales/)
- [Challenger: Commercial Teaching Research](https://www.challenger.com/research/)
- [Forrester: B2B Buying Survey 2024](https://www.forrester.com/report/b2b-buying-survey/)
- [MEDDIC-MEDDPICC Framework Guide](https://www.meddic.com/framework)

## Bottom Line
The best sales presentations are built on answers, not assumptions. Use these 10 questions to strip every slide of fluff, address hidden objections, and align with the buyer’s actual decision process. Start with question 1—the 90-day outcome—and work down. Your close rate will improve by at least **20%** (based on **Gong’s** data) if you implement even 5 of these consistently.

*Top 10 questions to ask before a major sales presentation improve close rates by 20% using MEDDIC-MEDDPICC and Gong data.*

Was this helpful?

⌬ Apply this in PULSE

Pulse CheckScore reps on the metrics that matter Gross Profit CalculatorModel margin per deal, per rep, per territory

Related in the library

KnowledgeHow do you validate that the person you are talking to actually has decision-making authority?Read →KnowledgeWhat is the first question you ask when a prospect says they have no timeline?Read →KnowledgeHow do you handle a situation where the prospect is happy with their current vendor?Read →KnowledgeWhat is your strategy for re-engaging a lost deal that went dark 60 days ago?Read →KnowledgeHow do you ask for a referral without making the client feel pressured?Read →KnowledgeWhat is the most common mistake you see in your own demo recordings?Read →KnowledgeHow do you prepare for a call with a C-level executive compared to a manager?Read →KnowledgeWhat metric do you track most closely in your own performance, and why that one?Read →KnowledgeCan you share a specific example of when you used a story or analogy to reframe a prospect's objection?Read →KnowledgeWhat is your process for handling a prospect who brings up a competitor?Read →