It is useful to ask questions about what your customers want, what they need, what they can afford, and when they will be ready to pull the trigger. This is because, if you don’t run through this exercise, you’re on the risk of giving a quotation that is not accurate and is not relevant to their needs. It also may cause problems in the future when we run into scope creep. This is when due to miscommunication there are disagreements about what the actual breadth of the contract is! All these problems can be solved by asking questions that focus in on this key criteria; want, need, afford, and urgency!