17 You don’t need a long checklist. You need the right few questions to understand what the customer is trying to make happen and what the event depends on. Discovery Questions That Lead to Better Sales What is happening? • What event, observance, or seasonal push are you planning for? • Is this a one-time project or something you do every year? • When do materials need to be in hand? Who is involved? • Who are you trying to attract, inform, thank, or direct? • Who needs information before the event, and who needs it during the event? • Are sponsors, volunteers, staff, or partners part of the mix? What tends to get overlooked? • What usually gets ordered late? • What caused problems last time? • Does anything need to hold up outdoors, travel, or be reused? “What are you trying to make happen this season?” That leads to a better conversation and a better recommendation. What needs to go right? • Is the goal attendance, fundraising, awareness, sales, recognition, or smoother operations? • What has to go right for the event to feel successful? • Where could confusion show up if the right materials are missing? What happens next? • Will there be follow-up after the event? • Are there future seasonal events tied to this one? • What usually gets reordered?
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