Open-ended question | What it helps uncover | Advisory opportunity |
What do you think would happen if you _______? | The client’s assumptions, risks, and expected outcomes | Scenario planning, forecasting, or risk analysis |
What would have to change in order for you to _______? | Barriers preventing progress | Process improvement, budgeting, or strategic planning |
Why do you think you have _______? | The client’s view of the root cause | Financial analysis, benchmarking, or performance review |
What was your intention when you _______? | The strategy behind a past decision | Decision support or management advisory services |
What do you think the connection is between _______ and _______? | How the client connects operational and financial issues | Profitability analysis or operational consulting |
What criteria must be met for you to _______? | Decision factors and priorities | Capital planning, financing support, or growth advisory |
What has been your experience with _______? | Past results, frustrations, and expectations | Client education, technology recommendations, or process changes |
What challenges are you experiencing with _______? | Pain points that may not appear in the financial statements | Cash flow advisory, staffing support, or workflow consulting |
Why did you say _______? | The reasoning behind a concern or goal | Deeper needs discovery and better client communication |
What is this problem costing you? | The financial impact of inaction | ROI analysis, cost reduction, or performance improvement |
If you were to make that decision again, would you? Why or why not? | Lessons learned from prior decisions | Strategic planning and future decision support |
If you had a magic wand and could fix anything in your business, what would it be? | The client’s highest-priority concern | Advisory roadmap development and relationship planning |
Open-Ended Questions for Consultative Client Meetings
The most effective open-ended questions accountants can ask in consultative client meetings are probing questions that help clients explain goals, frustrations, costs, and decision criteria in their own words. Instead of asking the overused “What keeps you up at night?” CPAs can uncover client needs by asking about challenges, desired changes, financial impact, and what success would look like. These conversations strengthen CPA client relationships and create a clearer path to advisory services
Why probing questions matter in CPA client relationships
Providing services and insights is where accountants add value, but that value can fall short if client conversations stay too general. Probing questions help CPAs move beyond compliance work and surface the business concerns, operational pressures, and financial decisions that create opportunities for advisory services.
Thought Leader Katie Tolin recommends avoiding the overused question, “What keeps you up at night?” and instead asking open-ended questions that get clients thinking more deeply about a specific issue.
How to frame consultative client meetings
“The goal of consultative client meetings is not to run through a script. It is to understand what the client is trying to accomplish, what is standing in the way, and where the accountant can provide meaningful guidance. Start with one broad question, listen carefully, and use follow-up questions to clarify the financial impact, urgency, and decision-making process behind the client’s answer.
Turn client answers into advisory services
There is no single list of questions that will uncover every client need, but the following open-ended formats can help CPAs identify where advisory support may be valuable. Use them to guide discussions about cash flow, growth plans, staffing, financing, succession, pricing, profitability, or any other issue affecting the client’s business.
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Income recognition softwareFAQs
What are the best open-ended questions for consultative client meetings?
The best open-ended questions ask clients to explain goals, challenges, decision criteria, financial impact, and desired outcomes. Examples include “What challenges are you experiencing with ___?” and “What would have to change in order for you to ___?”
Why should accountants use probing questions with clients?
Probing questions help accountants uncover the reasons behind a client’s concerns instead of stopping at surface-level answers. This gives CPAs more context to provide useful insights, identify advisory opportunities, and strengthen client relationships.
How do open-ended questions improve CPA client relationships?
Open-ended questions show clients that their accountant is listening, thinking strategically, and interested in more than compliance work. Over time, this can position the CPA as a trusted advisor who understands the client’s business goals and pressures.
What questions should CPAs avoid in client meetings?
CPAs should avoid generic or overused questions that may frustrate clients, such as “What keeps you up at night?” They should also avoid leading questions that push a client toward a predetermined answer before the issue is fully understood.
How can accountants turn client meeting answers into advisory services?
Accountants can turn answers into advisory services by identifying the financial impact, urgency, and root cause behind the client’s challenge. From there, they can recommend support such as forecasting, benchmarking, cash flow analysis, profitability review, or strategic planning."
