The Santa Barbara Web Design and Marketing Blog

When engaging with prospective clients, especially in the field of marketing, web development, automation, or any service-oriented business, the art of asking the right questions often determines your success. There’s one deceptively simple phrase that can unlock deeper understanding, foster connection, and reveal hidden opportunities: “What else?”

Let’s dive deep into why this question matters, how it fits into a consultative sales conversation, and how you can strategically leverage “what else?” to transform your client interactions, your business outcomes, and even the ongoing value you offer to your growing client base.

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Why “What Else?” Is the Hidden Gem of Consulting Questions

Imagine you've just finished a client discovery call. You've asked all your standard questions, taken notes, and feel armed with enough information to put together a proposal. But then, after the call (or perhaps months later), you realize there were unspoken needs, hidden pains, and unexplored possibilities that never came to the surface.

That’s the power — and the danger — of sticking to a checklist without digging deeper.

The question “What else?” is an invitation. It opens doors that traditional, surface-level questions leave firmly closed. It signals to the client that you’re not just ticking boxes; you genuinely care about discovering every angle, every frustration, every hope, and every roadblock.

Let’s break down how to work this into your conversations.

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Setting the Stage: The Three Core Discovery Questions

When you start any discovery session with a prospect — whether you're talking about web design, digital marketing, automation, or general IT solutions — you’ll generally cover three essential areas:

1. What are you currently doing?

This sets the context. You want to understand the prospect’s current solution. For example:

- What website platform are you using?

- How are you managing your email marketing?

- Which tools or apps do you rely on for automation?

- What’s your current process for reaching clients on social media?

This not only shows you what you're up against (and what the client may be attached to), but it reveals their present level of investment, commitment, and satisfaction.

2. What do you like about what you’re doing?

Here’s where empathy comes into play. You’re asking the prospect to tell you what’s working, what they value, or what features/processes they’re emotionally attached to. Maybe they love the simplicity of a website builder or the design flexibility of a particular plugin. Don't overlook positive experiences — honoring them builds trust.

3. If you could wave a magic wand and change anything, what might that be?

Now you get aspirational. You’re asking: “If money, time, or technical realities weren’t barriers, what would you change?” This gives you insight into pain points, bottlenecks, or dreams the client might not even think are realistic. These are your leverage points when framing solutions and demonstrating ROI.

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The Power of Going Further: “What Else?”

Here’s where most salespeople, consultants, and freelancers stop. And that’s where you get to do something special.

After asking each of the above questions, pause. Allow silence. Then say, gently:

“What else?”

It seems so simple, but this is the step most professionals skip — and where the gold often lies. Here’s why:

- People think in layers. The first answer a person gives is rarely the whole truth. They’re often filtering for what they think is expected or easiest to share.

- It signals you care. You’re showing that you care enough to keep listening, rather than rushing to a pitch or solution.

- Hidden needs emerge. Sometimes the things the client most desires or struggles with are hidden under the surface of initial replies.

- You differentiate yourself. You stand out from the crowd of box-ticking service providers.

Let’s see how this can play out in a client conversation, and why it matters so much.

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Case Study: “What Else?” in Action

Imagine you’re a web consultant speaking with a small business owner in Santa Barbara who’s looking to revamp their digital presence.

Step 1: “What are you currently doing?”

Client: “I have a Squarespace site my niece put together, and I run a basic Mailchimp newsletter every month.”

What else?

Client: “I sometimes post to Facebook, but I’m really inconsistent. Oh, and I have a business Instagram, but I never update it.”

Here, “what else” revealed more of their digital ecosystem — and more potential areas to help.

Step 2: “What do you like about what you’re doing?”

Client: “I like that the site is easy to edit myself, and I can send out newsletters when I need to.”

What else?

Client: “Actually, I also like that I don’t have to worry about backups — Squarespace seems to handle everything.”

Now you know what to preserve in your solution — and what not to disrupt.

Step 3: “If you could wave a magic wand, what would you change?”

Client: “I wish my site looked more professional and brought in more customers automatically.”

What else?

Client: “Honestly, it would be amazing if my social media just ran itself. And if I could get more reviews online.”

That bonus answer just opened a conversation about automation, social posting strategies, and reputation management — all potential upsells that would’ve gone unspoken.

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Why Most Professionals Don’t Ask “What Else?”

The biggest barrier is discomfort with silence. People feel awkward when a conversation slows, so they rush to fill the gap. However, confident professionals know that breakthroughs can come in those pauses.

Or, it may be out of habit — many consultants simply check off the list and move on. Or perhaps they’re anxious to move into “selling,” believing the discovery stage is just a formality.

But the best solutions, strongest proposals, and most enduring client relationships are built on thorough discovery.

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How to Skillfully Use “What Else?” Without Sounding Repetitive or Robotic

Here’s the thing: context and tone matter.

- Vary your phrasing: “What else?” can also be, “Is there anything else that comes to mind?” or, “Any other pain points or wishes you haven’t mentioned yet?”

- Use it after every major question. Don’t assume the answer you get is everything.

- Embrace silence: After asking “what else,” wait for the client to think. Don’t feel you need to jump in immediately.

- Watch for non-verbals: On video or in-person calls, you’ll often see a client’s gears turning after you ask.

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Incorporating “What Else?” Into Your Offerings

If you’re serious about serving clients with the depth and care that leads to repeat business, referrals, and higher-value projects, integrate “what else?” both into your sales process and even your project delivery.

During Discovery and Onboarding

- In Proposals: Mention in your proposals that you’re committed to ongoing discovery — even after a project starts, you’ll check in to see “what else” might support their business.

- Automation setup: When building out automations or AI tools, “what else?” uncovers other processes ripe for improvement.

During Project Work

- Check-ins: As work progresses, schedule times to ask if any new needs or opportunities have emerged.

- Scope Expansion: Often, a client will realize mid-project that they need additional support or features. “What else is coming up as we progress?” can help you upsell naturally and ethically.

After Delivery

- Feedback loops: At wrap-up, ask, “Is there anything else we could have improved?” or “What else could we help with in the future?”

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“What Else?” and Marketing: Unlocking Better Case Studies, Testimonials, and Referrals

The benefits of this simple question extend far beyond initial sales.

- Better case studies: By uncovering additional pain points and solving them, your results become more impressive and wide-reaching.

- Stronger testimonials: Clients who feel truly “heard” are more likely to sing your praises and mention those extra touches you addressed.

- Referrals: When clients realize you go above and beyond, they’ll recommend you to others — not just for your technical skills, but for your thoughtful partnership.

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Common Pitfalls to Avoid When Using “What Else?”

Becoming Interrogative

Don’t barrage clients. Pace your questions and let them breathe, ensuring each “what else?” feels like a sincere invitation, not an interrogation.

Ignoring the Answers

It’s worse to ask “what else?” and then fail to act on what you learn. Make sure you integrate the new information into your solutions, proposals, and recommendations.

Overpromising

If a client’s “what else” wish list extends beyond your expertise, be honest. Build trust by recommending vetted partners or explaining your limits.

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The Multiplier Effect: How “What Else?” Transforms Your Business

- More comprehensive solutions mean happier clients and fewer “back to the well” support headaches down the line.

- Upselling becomes organic: When people express additional needs, you’re not being pushy — you’re simply offering what they’ve already told you they want.

- Reputation for thoroughness: As word gets around, your market will know you as the go-to expert who actually listens and delivers.

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Practical Steps to Start Using “What Else?” This Week

1. Audit your current sales or discovery script. Where can you insert “what else?” after key questions? Write it into your process.

2. Set a goal for each meeting: Challenge yourself to wait for two “what else?” opportunities in every prospect call.

3. Practice silence: It might feel uncomfortable at first to permit a gap after you ask, but you’ll be amazed at what people come up with.

4. Document the “extras:” Every time a client reveals something new, track it. Over time, you’ll notice patterns — perhaps an unmet need in your target market or a new service line waiting to be developed.

5. Follow-through: Make sure you circle back to these “what else” items in your summary emails, proposals, and project plans.

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Conclusion: Let “What Else?” Be Your Competitive Advantage

For Santa Barbara business owners — and clients anywhere — the world is full of service providers who can build a website, set up an email funnel, or promise the moon with new AI tools. But the professionals who rise to the top are those who listen deeply, uncover hidden needs, and co-create solutions that address the full spectrum of client goals.

By intentionally adding “what else?” to your consultative process, you not only clarify the project at hand but signal to your clients that they are valued partners in a collaborative journey. It’s not just about web design or automation — it’s about building relationships founded on understanding, trust, and a genuine desire to help.

So next time you sit down with a new prospect, remember: ask, listen, and then gently probe for more.

What else can you uncover? What else can you offer? What else can you achieve — together?

Start today, and watch your reputation, your results, and your revenue grow.