Creating value goes further. It requires identifying what would be of value to an individual buyer and then finding or making a way for that unique value to be realized. Unlike added value, created value is original and unique to the one buyer it suits.

Asking “Would you mind if I shared this?” is professional and courteous. Asking “How much can I share about you with your competitor?” is a fair response when a buyer asks a seller to share confidential information about someone else.

Questions focused on a buyer’s broadest needs (at the top of the funnel) sound like: § What goals have you set for the coming year? § What is your top priority? § Tell me about your expansion plans. § What is the impact if these goals are not achieved? § How does this year’s growth compare to last year’s?

Of all eight types of DISCOVER Questions®, Value Questions are, in my estimation, the most important to understand and routinely use. For sellers with a true intent to understand their buyers’ needs, Value Questions will become a part of nearly every sales encounter

At a minimum, at all times, a seller should know the following: § What the buyer’s top priority is within their buying role. § What the buyer is motivated by in his or her personal life. § What the buyer values about the seller’s product. § What the buyer values about the seller and the seller’s company. § What recent changes may influence what is

the seller followed up to ask “It sounds like you have to say cost but wish you could choose something else. If you could, what would it be?”

1. Competence “Seller strives to learn and increase competence” is best demonstrated by asking questions.

Caring about the buyer means the seller wants to understand enough to offer solutions that will solve the buyer’s most urgent and pressing needs. Caring about the buyer means the seller wants to go “above and beyond” to differentiate himself or herself and earn the buyer’s business. Caring about the buyer means the seller is looking for repeat busi

Active listeners: § Don’t interrupt. § Don’t respond hastily, as soon as an opening becomes available. § Don’t play a “one up” game to try and match each point made. § Don’t jump to conclusions. § Don’t judge what is being said too quickly. § Don’t interject with an unsolicited or premature solution. Instead, active listeners: § Probe for clarifica