A good guideline for asking your client questions to understand her marketing needs and how you might be able to help her is:

Your client wants to improve his ad positioning. You recommend that one way he can do this is by increasing his bid amount. Why is it a good idea to also explain to your client how this will benefit him?

• ask questions only if you did not gather enough information from your pre-call planning.
• ask “yes” or “no” questions to show credibility and avoid confusing the client.
• ask questions about the client’s current situation, desired situation and expectations.
• uncover the client’s pain points so you can use them against her later.

The correct answer of this question is: ask questions about the client’s current situation, desired situation and expectations.