Seven Survey Questions That Deliver Real Client Answers You Need

Most surveys die in inbox purgatory for a reason: They’re too long, too vague, or too obviously designed to make the sender feel good. 

If you want surveys that give you real, actionable answers, you need to ask questions that uncover what your clients really think, what they really need, and why they really buy. Here are seven questions worth asking, why they work, and how to turn the answers into decisions that move your business forward:

1. “What Almost Stopped You From Buying?”

This one’s a goldmine. Clients are surprisingly honest when you give them space to share the hesitation that nearly killed the deal. Common answers might include:

• Confusion about pricing

• Concerns about onboarding time

• Worries about ROI

Why it matters: Each response tells you where you’re losing prospects. Fix the friction points they name, and you’ll close deals faster and waste less ad spend convincing people who just need clarity.

2. “What Problem Were You Trying to Solve?”

This question gets you past surface-level demographics and into intent. The answer tells you why clients were shopping in the first place.

• Are they looking to save time?

• Are they looking to impress a boss or board?

• Are they trying to cut costs or avoid risk?

Why it matters: When you know the underlying motivation, you can position your offer as the obvious solution and your messaging practically writes itself.

3. “How Would You Describe Us to a Friend?”

Forget your brand guidelines for a second. This question gives you the unvarnished truth about how clients actually talk about you.

• If they say “scrappy and fast,” lean into that.

• If they say “buttoned-up and reliable,” make sure that comes through in your messaging.

Why it matters: The words they use become the language you should use in campaigns. It’s the clearest way to align how you think you sound with how you actually come across.

4. “What Was the Moment You Decided to Work With Us?”

Pinpointing the decision moment helps you understand what tips the scale.

• Was it a testimonial they saw?

• A conversation with your sales team?

• A killer case study or demo?

Why it matters: Once you know what moved them from interest to commitment, you can double down on that step in your funnel and make sure every prospect sees it.

5. “What Nearly Made You Leave?”

Ask this one of long-term clients. It’s uncomfortable, but powerful. You’ll uncover:

• Gaps in communication

• Frustrations with support response times

• Features or services that aren’t meeting expectations

Why it matters: Retention is cheaper than acquisition. Fix the issues before they cost you loyal

6. “What’s the One Thing We Could Do to Make Your Life Easier?”

This open-ended question sparks practical suggestions you can act on fast. Clients might ask for a clearer dashboard, shorter emails, or a single point of contact.

Why it matters: Acting on these answers shows you’re listening and the goodwill (and referrals) you build often outweighs the cost of the change.

7. “What Else Should We Know?”

The classic catch-all question is where the magic happens. Some of your best insights will come from answers you didn’t think to ask about.

Why it matters: This is where clients tell you about competitors, upcoming needs, or frustrations you didn’t know existed. It’s free R&D. Don’t skip it.

Bonus Tips to Get Better Survey Results

Asking great questions is only half the battle, you also need to get people to answer them. Here are some tips: 

• Keep it short: Five questions or fewer usually gets the best response rate.

• Make it easy: Mobile-friendly, no login required.

• Offer a reason: Tell them why you’re asking and how you’ll use the answers.

• Say thanks: Incentives (even small ones) show respect for their time.

The right survey questions turn client opinions into business intelligence. When you know what almost stopped a purchase, what made them stay, and how they describe you to others, you stop guessing and start making decisions that improve marketing, sales, and service.

At Borrowed Pen, we turn survey results into a strategy that gets you closer to the clients you want most. Work with us, and we’ll help you ask better questions and do something meaningful with the answers.