Use the Funnel Questioning Technique
to Gather Training Requirements

Do you have a standardized method for obtaining all the information you need to design a training program? If not, the funnel questioning technique might be just the answer you've been looking for. It's a way for trainers and consultants to ask questions in an order that makes sense, and takes less time to get more information.

The Funnel Questioning Technique starts with generalized questions related to the business problem the training is supposed to address, and then gradually narrows down to specific details. Here's how it works.

1. Begin by asking your sponsor a broad question that relates to their training needs.

Let’s say that you’ve been asked to create a sales training program to teach reps to prospect more effectively. You have a meeting with Jerry, the VP of Sales.

A first broad requirements gathering question might be might be “What’s happening that leads you to believe prospecting is the issue? Specifically what do you see going on in the business?”

2. Next, ask open-ended questions about their response.

For instance, suppose Jerry tells you that the sales activity reports show that people aren’t securing first appointments or qualifying prospects effectively. There’s very little revenue from new clients. His managers have observed that reps have trouble staying on message.

You might continue by asking, “How do you think their message needs to change?"

3. Continue by narrowing with closed-ended questions.

Jerry explains that he believes the sales team needs to change how they begin a conversation with a new prospect.

You can more tightly define the issue by asking something like "During the training, do we want to teach reps a specific conversation opening to use or teach them how to create one on their own?”

Use closed-ended questions until you've narrowed in on the specifics of the content to include and the kinds of measurable changes needed.

4. Clarify the issue with the final set of open-ended questions.

At this point, take a step back and ensure that you completely understand what your sponsor is hoping for from the training.

Use one or two broad, open-ended wrap-up questions like "What else do sales reps need to improve in their message? What metrics will indicate improvement?”

5. Move on to the next issue.

After you feel like you really understand what's at the core of this training issue, you move on to the next item in your prospect list. In our example, Jerry mentioned that reps aren’t qualifying prospects effectively. That becomes the point where we start at the top of the funnel all over again.

The funnel questioning technique is a simple, reliable way to get the answers you need to develop better training programs. Use it to question sponsors, target participants and their managers, and subject matter experts. Your funnel questioning technique will deliver better information than you've ever had before!