Customers don’t want service—they crave value
When you’re trained to be ‘service-oriented,’ it’s easy to slip into autopilot: “How can I assist today?” On the surface it feels helpful, but under the hood, you’re still reacting to their agenda rather than shaping it.
Contrast that with leading with value: you spark curiosity and focus the entire interaction on outcomes the customer truly cares about. It’s a subtle shift—three words replace three dozen—yet everything changes. You’re no longer a data clerk confirming details, you’re a strategist uncovering goals.
Behavioral science around the difference between features and outcomes shows customers are neurologically wired to latch onto benefits that improve their lives. When you frame your service as an opportunity to deliver these benefits, you fire up the reward centers in their brain.
Next time you find yourself reciting your service spiel, pause. Realize that your words have the power not just to fix problems but to reveal new possibilities. That mindset shift can transform every conversation into a breakthrough moment.
Start by reviewing your recent conversations, then swap out routine service prompts with three carefully crafted outcome questions. Practice these in a quick role-play, noting how value questions spark more meaningful dialogue. You’ll hear the difference—so go ahead and try this on your next call.
What You'll Achieve
You’ll elevate conversations from routine to strategic, boosting customer engagement and shortening sales cycles by up to 15%.
Trade service scripts for value conversations
Audit your last three calls
Review transcripts or notes. Count how often you spoke versus asked value-focused questions. Identify moments you defaulted to service talk.
Craft three outcome questions
Write questions like “What one win would make our next 30 days a success?” Practice them until they feel natural before your next call.
Role-play delivering value
With a colleague, simulate a cold call but focus on asking these outcome questions. Notice how the tone and flow shift when you lead with value.
Reflection Questions
- When did a service script feel like a dead end?
- Which outcome question resonates most with your clients?
- How will you measure shifts in call quality?
Personalization Tips
- A barista might ask, “What kind of morning kickstart do you need today?” rather than “Coffee?”
- A teacher could begin class with “What concept felt most confusing last lesson?” instead of reviewing attendance.
- A parent might say, “What do you want to achieve this weekend?” rather than dictating chores.
A Mind for Sales: Daily Habits and Practical Strategies for Sales Success
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