We have all heard of disruptive innovation, but just in case or if you need a quick overview from the creator:
Disruptive innovation, a term of art coined by Clayton Christensen, describes a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors. – See more at: http://www.claytonchristensen.com/key-concepts/#sthash.hJDd3P5u.dpuf
An open-ended question is one that encourages a person to volunteer more information. On the other hand, a closed-ended question can be answered with a simple yes or no response. We instruct, encourage and practice this form of questioning with our salesperson. It is the way we learn about the other influencers in the decision process, competitors and their pains and gains. It is the foremost weapon in a salesperson’s arsenal. 
We always want to lead with questions to understand the customer’s pains and gains. Through that questioning, we find ways to deliver our product and service to satisfy those pains and gains. We do this by constructing a value proposition or value statement that resonates with our client. It is a simple process, but it is not easy either. The reason is because someone else might be able to construct a stronger value proposition.
Is the value proposition a red ocean strategy? Can we differentiate ourselves through a value proposition? Don’t get me wrong, I am a firm believer in developing solid value propositions and even drilling down with them to market segments. I even go further to develop value statements that can be used in finer tuning segments reaching further into tactical usages.
What if we were able to make a disruptive question? One that stopped a prospect in their tracks. One that appealed so directly to that individual market segment that it left you alone in the solution, in a Blue Ocean? Most companies according to the “Disruptive Innovation”theory end up producing products that are too sophisticated or expensive for a given market. I may take that a step further, and they say that they lose sight of those individual markets by generalization of their topics or their focusing questions.
A disruptive question will require you to know your customer well. It may require you to know your customer’s customer well. Can you remember the last time a salesperson asked you a question that made you stop and think?
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