In this episode, we’re sharing key insights on getting your buyer to come to their own conclusions. Remember, people rarely argue with their own conclusions. The more you can help buyers define business problems on their own, in a way that favors your solution’s value and differentiation, the more successful you will be. John Kaplan covers three types of questions you can use to help buyers articulate their business challenges.  



Check out this and other episodes of The Audible-Ready Podcast at Apple Podcasts, Spotify, or our website.
Here are some additional resources on influencing buying criteria:
- Enable Your Salespeople to Help Buyers Stand in the Moment of Pain
- http://bit.ly/3c22WHg
- How to Ask the Right Questions in Your Sales Conversation
- https://bit.ly/2NoJ7Sy
- Approaching Your Sales Conversations with Empathy [Podcast] 
-http://apple.co/387oYHE