Everyone has a different definition of “value,” and questions about it will transition customers from their “lowest price” mentality to discussing real value. This question easily segues into a discussion of what’s most important to your customer:

“What are the qualities you look for in a vendor relationship?”

Your customer’s answer will show you the best way to position your solution as a smarter investment over lower-priced alternatives.

In any business team, each member has a different set of criteria that’s important to them. Everybody’s coming from a different set of experiences, so make sure this question is in your tool kit:

“Tell me how others on your team see (perceive) this issue?”

This question shows your customer that you’re savvy and sensitive to the different goals and approaches of his colleagues and superiors.

Getting to know your customer is only the beginning of your sales and business relationship. You must also learn about his colleagues and supe­riors who “call-the-shots” on purchasing decisions. Here’s the number-one question to ask:

“Take me through your decision-making process.”

This question helps you anticipate sales problems before they rear their troublesome heads—impressing your customer with your sensitivity to the fact that other employees have a say in these decisions.

All customers talk about what they want to do. How can you tell whether yours is truly a doer, or is all talk and no action? This question at the beginning of the sales negotiation will help you cut-to-the-chase:

“Tell me about the action steps you need to implement in order to achieve the desired outcome.” 

It’s that simple. If your customer goes into detail about his time frame, resources, and the activities or initiatives he plans to launch—you’ll know he’s thought the process through and is serious about working with you.