Want to gain a better sense of what your customer is really looking for?
Here’s a surprising but effective approach: think of it like a dating profile.
Just as people have preferences in personal relationships, customers have strong opinions about the vendors and partners they work with. Instead of diving straight into your sales pitch, why not take a moment to uncover your customer’s priorities—the things they value most in a business relationship?
Why Understanding Vendor Preferences Matters
One of my favorite ways to gain insight into a prospect’s priorities is to ask a simple question before introducing my product:
👉 “Who are your favorite vendors or partners, and why do you like working with them?”
This does two things:
- It shifts the conversation away from a traditional sales pitch and toward customer experience.
- It reveals what truly matters to them—whether that’s reliability, speed, innovation, pricing, or customer service.
How This Helps You Sell Smarter
Once your customer shares what they value in other vendors, you now have a roadmap for how to position your product or service.
For example:
- If they emphasize responsiveness, you highlight your quick turnaround times.
- If they value customization, you focus on how your solution adapts to their needs.
- If they appreciate long-term relationships, you position yourself as a partner, not just a vendor.
Uncovering Customer Priorities = Closing More Deals
By taking the time to learn what matters most to your customer, you can align your messaging in a way that resonates before you ever start selling.
Next time you’re on a discovery call, skip the generic pitch—and start by asking about their favorite partners. You’ll uncover customer priorities faster and close stronger deals.
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