• Open questions
• Closed questions
• Neutral questions
• Leading questions

Questions are also usually divided according to their level of control, i.e. the extent to which the question controls the answer you receive. If you want to be sure to find out the customer’s own view, you should ask neutral questions. Neutral questions are completely devoid of the sales representative’s own views or values.

Even if a question might be thought neutral in purely verbal terms, the customer may still perceive it as leading due to the way it is put in terms of tone, phrasing, pauses and body language.

Neutral questions are particularly useful in the initial stages of a contact. At this point, one purpose is to quickly set the customer in motion by activating him or her. Another purpose is naturally to find out the customer’s own views in various areas. What does the customer think is important and how does he or she view the situation?

Example;
The more controlling form is called a leading question. In these questions, you the sales representative insert your own values and opinions. This can be done in various ways and suggests which response you are expecting. If the leading question is formulated well, the customer will often not notice the controlling element. Instead, the customer will see their response only as the result of their own views and thoughts. If, however, the leading question has been formulated clumsily and is too negatively charged, the customer’s defence mechanisms may be triggered.