Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at

Questions That Get to the Heart of
Motive and Perceived Value

Ask existing customers: Why do you buy from us?

And based on their answer, develop 10 on-the-spot, tangent questions about:

  • How does this affect?
  • What does this help?
  • How does thisimpact?
  • How does this produce?
  • How do you profit from?

What is the monetary impact of having a partner versus a vendor relationship?

  • If you had a better or hassle free administration/billing process what would be the monetary impact for you and the business?
  • What are the elements that lead to trust for you?
  • How important is the responsiveness of the salesperson and the company in making a purchase decision?
  • What impact does the tangible product or offering have in making a purchase decision?
  • If a salesperson is empathetic and understanding of your needs, how does that influence your buying decision?
  • What is your loyalty criteria?