Many consultants harbor a misconception about what impresses a prospective client. They believe that giving the right answers—that being quick and clever—impresses people and builds trust in their ability to deliver.

But in truth, you’ll win more business by asking the right questions.

In today’s economy, for example, there are lots of conversations with potential clients that go nowhere. Have you experienced this? You talk and talk, hold meeting after meeting, but nobody makes a decision. You can avoid this by asking a series of incisive questions that help you verify that the organization indeed needs your help.

First, figure out if the organization’s leaders see a significant perceived problem or opportunity. If they don’t have one, why would anyone hire you?

To ascertain whether a truly significant problem or opportunity exists, you should ask questions like:

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