Buyers think about desired outcomes, for example, “I have a problem that needs to be solved.” Now, if all products are solutions or platforms, how do you present that to a buyer? Ask questions that will enable the buyer to quantify the impact of change on their organisation, team/dept., and also on them personally. Take time to personalise this for the buyer as one size does not fit all. Here’s a great discovery question:

Dear buyer,
By doing business with my company, what will this do for you both professionally and personally?