---
title: "Customer development questions"
description: "Three things to learn on a sales call before presenting."
canonical: https://tomsharman.com/bookshelf/the-great-ceo-within/customer-development-questions/
updated: 2026-11-03
---

# Customer development questions

> Three things to learn on a sales call before presenting.

Matt Mochary's framework, from The Great CEO Within, pp. 31 to 103.

Framework 11 of 15 from [The Great CEO Within](https://tomsharman.com/bookshelf/the-great-ceo-within/index.md) by Matt Mochary. Category: Sales and negotiation.

## The steps

1. **Goals.** What are they responsible for, and what are they trying to achieve?
2. **Challenges.** What stops them reaching those goals?
3. **Ideal solution.** What would the ideal fix be, and why does it matter?

## Where it comes from

From chapter: Chapter 22: Key Performance Indicators (KPIs), pp. 31–103

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-great-ceo-within/customer-development-questions.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-great-ceo-within/customer-development-questions-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-great-ceo-within/customer-development-questions.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-great-ceo-within/customer-development-questions-dark.png