Why asking the right questions can transform business relationships

Many entrepreneurs spend too much time thinking about what they’re going to say next and not enough time thinking about what they should ask.

During the latest episode of The Strategic Edge, Jay Abraham, Founder and CEO of The Abraham Group, said one of the biggest mistakes professionals make is rushing into discussions about pricing, products or negotiations before taking the time to understand the person sitting across from them. Building a genuine connection first, he argued, often leads to stronger relationships and better business outcomes.

Abraham believes the most effective conversations begin with sincere curiosity. Instead of steering discussions toward a sale or transaction, he encourages business owners to learn about a person’s background, interests, experiences and goals.

That approach helps establish trust early and creates a more comfortable environment for open dialogue. As people become more engaged in the conversation, they’re also more likely to share information that can reveal their priorities, challenges and motivations.

For entrepreneurs, those insights can be just as valuable as discussing products or pricing because they provide a clearer picture of how to create value for the customer.

Why trust matters

Building rapport isn’t simply about being friendly, Abraham said, it changes the dynamic of a business conversation.

When people feel a personal connection, they’re often more patient, more receptive to new ideas and more willing to listen before making a decision. Instead of immediately challenging price or comparing competitors, Abraham notes that they become more interested in understanding the value being offered.

"One of the most ethical advantages is the investment that not you make but that [the customers] make in the relationship."

That trust can also make negotiations feel less transactional. Rather than trying to overcome objections from the start, entrepreneurs have an opportunity to explain their thinking and demonstrate how they can solve a customer’s problem.

Additionally, Abraham notes that relationship-building isn’t only important when selling. He believes that entrepreneurs should invest the same effort into developing strong connections with vendors, suppliers and service providers. Long-term relationships often lead to better communication, quicker responses and greater flexibility when unexpected challenges arise. Those benefits can be just as valuable as securing the lowest price, particularly for businesses that rely on dependable partners to serve their customers.

Strong relationships also create goodwill over time, making it easier to work through occasional mistakes or changing business needs without starting over with a new provider.

Better questions lead to better business

Throughout the discussion, Abraham encouraged entrepreneurs to resist the urge to rush conversations. Instead, he recommended asking thoughtful, open-ended questions that help uncover what truly matters to the other person.

Whether meeting a prospective customer, interviewing a job candidate or negotiating with a supplier, understanding someone’s perspective creates opportunities that transactional conversations often miss.

For entrepreneurs looking to stand out in crowded markets, Abraham’s message was simple. Products and pricing may attract attention, but genuine curiosity is what builds trust. And in business, trust is often the advantage that turns a one-time transaction into a lasting relationship.