A sales associate approaches a customer who is comparing two different laptop computers. Which is the best question to ask to determine the customer's knowledge level of these products?

• A. Are you knowledgeable about computers and the latest updates?
• B. How do you see yourself using one of these new laptops?
• C. Can you name a few things that you dislike about the computer you have now?
• D. I noticed you're looking at laptops. Are you sure you don't want something else?

Answer: (B)

Understanding a customer’s knowledge level comes from asking an open-ended question about how they plan to use the product. When the customer describes their intended tasks—whether it’s simple web browsing and word processing, or demanding work like video editing or gaming—the salesperson can infer what they already know and what they need to learn. This kind of question invites the customer to articulate their needs in their own words, which reveals gaps in knowledge and helps you tailor guidance to what matters most to them. It also frames the conversation around practical use rather than tests of expertise, making it easier to present relevant features, compare models with the right specs, and offer helpful explanations.

Other approaches tend to be less effective for gauging knowledge. Asking directly about their expertise can feel awkward or judgmental and may not yield useful insight into what they actually need to know. Focusing on dislikes about their current computer shifts the talk to preferences or problems rather than understanding their knowledge level. Suggesting they look at something else can put pressure on the customer and derail the conversation from learning about their needs.