Assessing the competition periodically is a matter of survival for any business. Here’s a question to help your customer figure out whether he can get where he wants to be with what he already has:

“How do you differentiate yourself from your competitors?”

Questions about this and other aspects of business compel your customer to articulate what he’s doing or should be doing in order to define his success and what he needs to do to make it happen (while you, of course, are planting the seed that you’re part of the solution!)