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Do you ever wonder why some sales reps close  only mini deals, while some others close a   hundred times bigger deals, working for the  same company, selling exact same product?   One of the biggest reasons for this is they  don't truly know their customer. They don't   understand their business challenges so they are  not able to pitch the product within that context.   Watch this video to learn how to change  this, starting from your next sales call. Hi, my name is Sasha and i work for  a leading cloud software company.   Click on the like button below this video and  subscribe to my channel to learn how to get   better at selling enterprise software and never  miss videos like "What does a sales engineer do?" Are you making shortcuts skipping steps  in your sales process? Are you selling   the solutions to customer business challenges  or features and functions of your software?   What is the difference? One simple example: do  you buy chocolate because of its shape or color   or you buy chocolate because it  gives you pleasure eating it?   You're buying the value, you're buying the benefit  you get from chocolate! It's the same with our   customers - they're not buying the software,  they're buying the benefit they get from that   software. And if you're not able to explain the  benefit they will be getting from your software,   they will not be able to appreciate  the value of that software. How do we get from selling features and  functions of the software to selling   value? Or, in a car example, how do you go from  selling cars features, like gas mileage, to   selling the value, the benefit that  the buyer will get from that car?   It's pretty obvious - you need to know which  life challenges is the buyer of the car   looking to solve. Are they looking to buy  a second family car so they can do school   runs or they are buying a convertible to have fun  on weekends? You don't know. Until you ask! And   that's exactly what you have to do. This step  in the sales process is called "discovery". Discovery is an investigation of your customer  situation. It's not selling. This is a   conversation you want to have early on, before  you dive deeper into your software's features,   run demos or run solution assessments.  It's important to understand and verify   the customers challenges, the customer's pain.  Then, you will have the customer's full attention   when you start pitching the product  within the context of solving that pain So, what are the questions that we  typically ask in a discovery call?   Why do they think something is a problem? Why is  it happening? When and how often is it happening?   What are they doing about it? Who is affected  by this? Who is held responsible for this?   Who will profit by solving this? How does the  current process and system architecture look like?   Who else is involved? How are other parts  of the company affected by this problem?   What is the negative business impact on the  company? What is the desired business outcome?   With these questions answered, you'll get  a rough picture of your customer situation,   you'll know which persons are involved,  whose neck is on the line, who can profit,   how does the current system look  like, what are the pain points,   what are the things that they like, what is  the negative business outcome for the company,   what is the positive business outcome for  the company, should this problem be solved.   So then you have a framework, you have the  information that you need in order to have a   much better control of this opportunity,  you're able to qualify it much better,   you're able to quantify it much better, you  can put the price tag on the customer's pain.   Then, you're now able to pitch the value of the  product because now you know in which context   you have to do this. And finally, you're able  to forecast so everybody trusts your forecast.   And, now suddenly, you're not selling  features and functions of your product   only - you're selling the value, the benefit  that your customer will get from your software.   And all it took was this one little step, this  discovery call or meeting that you want to do   early on. Start doing this from today! Click on  the like button and subscribe to this channel for   more content like this. Thanks for  watching, stay healthy and stay tuned.