Quick Context

Value is in the eye of the customer, both [a] the users and [b] the buyer (person or team with purchase / budget authority).

While your prospects and customers may have many priorities … we can accelerate value alignment and confirm fit by narrowing down what the target customers' TOP 2 Priorities are.

It is only then we can best confirm our technology / innovation will help them achieve those priorities in a meaningful way … and worthwhile timeframe.

Here are the most productive questions to ask all prospects during your first discovery conversation:

Q1: What would success look like, if you deployed a ___ solution?

Q2: What would that success look like … on a timeline?

>> For an example discovery dialogue, click here

Step 1 Guide

1. Review the most common B2B priorities.

>> Scroll further below for a summary of each priority.

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2. Click to rank TOP 2 Priorities … then click "Next".

Important Notes 

• While it may be a challenge to limit yourself to only two (2) ... that is intentional and will serve you well. 

• Do not allow complexity to slow down progress or hinder effective communication. 

• After you generate your VQ Score for your overall target customers, you can create additional context-specific VQ Scores … such as; specific to a segment, persona, time-frame or opportunity in your pipeline. 

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Common Priorities

Below is a summary of each of the most common B2B priorities. 

Increase Revenue 

You can make a convincing and credible case that you help customers increase revenue. 

• net-new revenue retained revenue,

• expansion revenue (e.g., cross-sell, up-sell).

Common Measures  =   $, %

Reduce Costs 

You can make a convincing and credible case that you help customers reduce or eliminate new or existing fixed and/or variable costs. 

• reduce or decrease costs 

• eliminate or avoid costs 

• fixed and/or variable costs 

• new or existing costs 

Common Measures  =  $, %  

Increase Retention 

You can make a convincing and credible case that you help customers retain their customers, employees, partners, members, suppliers, etc. 

• increase retention 

• maintain retention 

• save existing revenue (ACV, MRR, ARR)

Common Measures  =  %, $, #    

Grow Market Share 

You can make a convincing and credible case that you help customers grow or increase their market share or share-of-wallet. 

• increase market share

• maintain market share

• increase share-of-wallet 

• maintain share-of-wallet 

Common Measures  =  %, $    

Reduce Time 

You can make a convincing and credible case that you help customers reduce, decrease or save time. 

• save time

• reduce effort

• decrease hassles

• enable scalability 

• accelerate outcomes 

Common Measures  =  #, %, $    

Reduce Risks 

You can make a convincing and credible case that you help customers reduce or eliminate risks. 

• reduce risks

• eliminate risks

• reduce exposure to negative outcomes

• identify known, current, potential and future risks 

Common Measures  =  #, $    

Achieve Compliance  

You can make a convincing and credible case that you help customers achieve and maintain compliance. 

• achieve compliance

• maintain compliance 

• regulations

• standards

• specs

• quality 

• transparency 

Common Measures  =  #, %, $    

Other - Top Priorities 

While almost all customer priorities can be mapped to one or more of the above ... you have the option to specify one of the TOP 2 Priorities. 

• unique priority

• specific terminology (e.g. ROAS, Reduce Cart Bounce, etc.) 

• industry specific terminology  

Common Measures  =  #, %, $    

Here is how to specify your own "Other" priority ….

1. Type a brief name for the Priority … then click "Confirm"

2. Click "Next" to proceed.

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