#1 Sales Question to find out What Your Customer Really Values

Value is in the eye of the beholder. But before you can sell value, you must answer the question, “What does my customer value?” Literally asking that question can result in vague replies, since customers themselves can’t always define exactly what they mean by “value.” Be more specific with this comparison question:

How important is price compared to service? Compared to quality? Compared to availability? Compared to ‘time to market’?”

This will help you and your customer prioritize what really is important and what’s not. As you continue to probe, you’ll find that price is rarely, if ever, the real issue.

Leave a Reply

Your email address will not be published. Required fields are marked *

Search Articles

Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).