Spotlight

4 Essential Questions for a Value-Based Discovery

In B2B sales, discovery is all about the customer. A value-based discovery consists of finding out what value you might be able to generate for your customer. To do this, you have to understand what are the real root causes that lie behind the customer’s problems. This is a critical part of the sales process and will determine if the customer moves along the sales pipeline in the negotiation phase.

general sales process 

During the discovery process, it is essential to conduct a root cause analysis. This will help you understand the challenges underneath the customer’s symptoms and differentiate between symptom, root cause, and business impact.

There are four types of questions in the root cause analysis that are essential for a value-based discovery.

1. Context (What?)

“What is your current sales process?“

Ask the customers for facts on the business situation. This will give you some insight into the symptoms.

2. Challenge (Why?)

“What inefficiencies are in your current process?”

Explore dissatisfaction, difficulties, and problems. This will help you to get to the root causes.

3. Impact (So What?)

“What will happen if the company misses the target this year?”

Examine the consequences of a customer’s problem to create a sense of urgency.

4. Value (For What?)

“Who else will benefit from the solution in your company?”

Discover the customer’s expectations. This will enable the customers to find a solution on their own.

 value-based discovery

Discovering the needs of the customer is at the heart of a value-based discovery approach. It is much more than a list of questions. It requires the salesperson to go beyond self-interest to include the interest of the customer. It is about genuinely wanting the customer to be successful.

Do you want to learn more about value-based discovery? The virtual Inspirational Selling Program from PDAgroup can increase your team’s productivity with immediate and long-lasting success. Contact Britta Lorenz for more information.

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