What have elephants got to do with selling? Well, when we make decisions, the tussle between our logical and irrational thought processes is like a rider controlling their elephant!

Research 'discovery in sales,' and you will learn a lot about needs discovery. But about value discovery? Not so much. But do Value Discovery and you will have a host of silver bullets!

Sellers consistently rank at the bottom in surveys of trusted professions, reflecting the 'typical' seller stereotype no doubt. Well, that's not me. I stand for the Seller Code of Conduct.

Understanding what a Prospect needs may, at best, help you make their shortlist. But you want win the sale. Right? Well, Needs Discovery won't help you with that. You need to do a Value Discovery.