LAAAER Leadership Framework, Chapter 4: Ask

After aligning our offerings with the customer’s needs, we move to the fourth pillar of the LAAAER framework: Ask. This chapter delves into the power of asking insightful questions that not only deepen our understanding but also engage the customer or team member in a way that fosters collaboration and commitment.

The Power of Inquiry

Asking the right questions at the right time can unlock a wealth of information and opportunities. It’s about moving beyond the surface to explore the customer’s or team member’s deeper needs, preferences, and aspirations. This step is critical for fine-tuning our alignment and paving the way for effective solutions.

Continuing the Journey with Elena

Having aligned the sedan’s features with Elena’s desire for a peaceful driving experience, Mike now seeks to deepen the connection and ensure his understanding is complete. He asks, “Elena, when you imagine your ideal driving experience, what does that look like?” This open-ended question invites Elena to share more about her preferences, allowing Mike to tailor his approach further and solidify the alignment.

Asking Questions to Build Trust

Asking thoughtful questions shows that we value the person’s input and are committed to providing them with the best solution. It transforms the interaction from a transaction to a consultation, where the customer or team member feels respected and involved in the process.

Questions That Lead to Commitment

In the dealership environment, asking the right questions can also guide customers toward recognizing the value of their choices. For Mike and Elena, a follow-up question like, “How important is safety to you when considering your commute?” can highlight aspects of the sedan that align with her values, reinforcing her decision-making process.

Strategies for Effective Questioning

  1. Ask Open-Ended Questions: Encourage detailed responses that provide deeper insights into needs and preferences.
  2. Focus on Feelings and Values: Questions that explore how a decision makes a person feel or what values are important to them can deepen understanding and alignment.
  3. Use Questions to Clarify: If there’s any ambiguity in the needs or desires expressed, use targeted questions to gain clarity. This ensures the alignment is precise and meaningful.
  4. Encourage Future Thinking: Questions that invite customers or team members to envision the future with the product or solution in place can solidify the value proposition and encourage commitment.


The Ask phase is a dynamic part of the LAAAER framework where dialogue deepens, and mutual understanding is enriched. For Mike and Elena, the questions Mike asks are not merely procedural but instrumental in building a relationship based on trust, respect, and a deep commitment to meeting her needs.

As we move forward, the next chapter will explore how to use the insights gained from asking the right questions to explore potential solutions and responses that align perfectly with the customer’s vision and values.