You don't know their name, their job, or what they need. All you have is what they say next.
Customer
"Hey, I've been reading about the new MacBook Pro with M5. I think I need to upgrade."
Four stages. Each one tests your probing instincts. Choose wisely — your questions reveal the customer.
Stage 1 of 4
The Opener
The customer wants a MacBook Pro M5. What's your first question?
A
"Do you mind if I ask a couple of quick questions? Just so I point you to the right model — what are you upgrading from?"
Get permission, explain why, then probe.
B
"What do you mainly use your Mac for?"
Go straight to understanding their workflow.
C
"The M5 Pro starts at $2,199 — want me to walk you through it?"
They asked about the MacBook Pro. Give them what they asked for.
Stage 2 of 4
The Deep Dive
You've opened the conversation. Now dig deeper.
A
"So I can focus on what matters for you — can you tell me more about what slows you down?"
Position the why, then follow the thread they gave you.
B
"Is this for work or personal use?"
Classify the customer before going deeper.
C
"How much storage do you think you'll need?"
Start narrowing down the configuration.
Stage 3 of 4
The Wider View
You're building a picture. Now look beyond the laptop.
A
"Just so I think about the full picture — what does your desk setup look like at the moment?"
Position the why, then explore their workspace beyond the laptop.
B
"Do you work solo or with a team?"
Understand their collaboration needs.
C
"What's your budget for this upgrade?"
Make sure you're recommending something they can afford.
Stage 4 of 4
The Recommendation
Based on everything you've heard, what do you recommend?
A
MacBook Pro M5 Pro + Studio Display XDR
Acknowledge they came in wanting the Max, align with why that made sense, then assure them the Pro is actually the better fit.
B
MacBook Pro M5 Max, 64GB
Give them the most powerful option. They said they need to upgrade.
C
MacBook Pro M5 Pro, 24GB
Keep it affordable. Start with the base Pro config.
What to remember
Three Principles
1
Respect earns openness
When you asked permission and explained why, the customer opened up. When you skipped those steps, the conversation narrowed. People share more when they understand what you're trying to do for them.
2
Your framing shapes their answer
Ask about specs and you get specs. Ask about what slows them down and you get their workflow. Ask about the full picture and you get their desk setup. The question you frame determines the information you receive.
3
Follow deep, then look wide
"Large files" led to "what slows you down" led to video editing — the right chip. "Full picture" led to desk setup led to the display problem — Studio Display XDR. Each question either follows a thread deeper or opens the conversation wider.