Understanding Values to Unlock Deeper Pain and Create Higher Value in Sales

Adam Kreek

When you’re selling solutions that matter — not just widgets or software modules — the question isn’t “What does this buyer want?” but “What does this buyer believe?”

At Values‑Driven Achievement, we believe values aren’t nice slogans. They’re the operating system of a business—and of a leader. (See “Your Mission Statement Is Not Your Values” for more.)

If you know both the company’s values and the leader’s personal values, you can move beyond surface-benefits, probe the real pain, and build offers that deliver higher value and deeper alignment. Here’s how.

Why Company Values and Leader Values Matter

Company Values → Strategy + Culture

When a company states values like integrity, operational excellence, innovation, or customer-first, those are signals of how they make decisions, whom they hire, and how they reward behaviour.
For example: a mining company that emphasizes “zero-harm” and “reliability” will prioritize vendors who reduce risk, support safety, and increase uptime — not just cheaper gear.

Leader Values → Decision Lens

The person you’re pitching may value control, partnership, growth, stewardship, or legacy. That value influences how they buy:

A leader who values partnership will respond to “we do this with you” language.
A leader who values control will want detailed metrics, risk reduction, transparency.
A leader who values growth will want scale, expansion, transformation.

When you align with those values, you fit the context. When you don’t, you sound like just another vendor.

How Values Help You Probe for Real Pain

Superficial question: “Would you like faster turnaround?”
Values-aligned question: “Your commitment to operational excellence means you can’t tolerate a packaging rework that interrupts flow — how often do those happen and how much do they cost you when they do?”

Here are steps to probe deeper:

Identify the Value: Research their stated values (see “Values Rulebook: A Comprehensive Guide to Living in Alignment with Your Core Values” for how values are defined.)
Ask how it shows up: “What behaviours or outcomes let you know that value is alive here?”
Find the value failure: “When that value isn’t honoured, what happens? Who feels it? What cost does it drive?”
Quantify the gap: “Last year you had X delays because packaging had to be off-site; how much margin was lost, how many complaints, how many missed shipments?”
Link your offer: “Since you value reliability & zero-harm, our on-site packaging solution removes that freight leg, reduces contamination risk by Y%, and strengthens your safety/ESG profile.”

By doing this you move from generic benefit → strategic alignment → value creation.

How Values Enable Higher Levels of Value Creation

When you sell in the language of values, you can unlock tiers of value that go beyond immediate cost-savings.

Instead of “You’ll save $X per tonne,” you say “You’ll reinforce your value of stewardship through reduced freight legs and lower emissions, strengthening your ESG profile.”
Instead of “Fewer re-works,” you say “You’ll live your value of operational excellence by eliminating disruptions, building customer trust, and fortifying your reputation.”
You shift from transactional (“price per unit”) to transformational (“value per system”).

And when a company sees you as an alignment to their values, you become a partner, not just a vendor.

Which Clients Value This Approach?

This style resonates with clients who:

Have clearly stated values and actually live them (see “How to Put Values to Work in Your Organization” for how to activate values.)
Operate in risk-heavy, throughput-sensitive industries (mining, heavy manufacturing, infrastructure, logistics).
Have leadership who prioritises long-term alignment over short-term cost cutting.
Are willing to ask “Why are we doing this?” instead of “What’s the cheapest option?”
Believe that value is more than margin— it’s reputation, consistency, culture, trust.

A Simple Framework to Apply in Your Next Discovery Call

Here’s a straightforward, values-aligned sequence you can use in any discovery call. It keeps the conversation grounded and guides you toward the real pain — not the surface-level “we just want things to run smoother” answers.

1. Values Check
Ask: “What three qualities matter most when you choose a partner?”
This reveals their top priorities. It also tells you what they will — and won’t — tolerate.

2. Behaviour Seed
Ask: “How do you see those qualities show up day to day?”
Now you’re grounding their values in real behaviour, not posters on a wall. This gives you observable evidence of what “good” looks like for them.

3. Pain Point
Ask: “When those qualities are missing, what gets exposed? What does it cost you?”
This uncovers the real pain. It’s rarely about price or convenience. It’s usually about risk, trust, reputation, or operational failure.

4. Value Tie-In
Ask: “If we could help you live that value more fully, what would that look like in cost, risk, or reputation?”
This bridges their values to your solution. You’re positioning your offer as a way to help them become more of who they say they are.

5. Commitment
Ask: “So if you were to move forward, what’s the next step and how do we ensure alignment with those values?”
This anchors the buying process itself in their values. It keeps the conversation aligned, reduces friction, and makes next steps feel natural rather than forced.

Final Thought

Imagine showing up and saying only:

“We’ll load your product faster.”

Now compare showing up and saying:

“We’ll help you live your value of reliability by removing a freight leg, cutting contamination risk, and strengthening your ESG story—on a mobile, plug-and-play setup that won’t cost you a cent of capex.”

One sounds like a vendor. The other sounds like someone who gets you.
Values matter. They drive behaviour, decisions—and yes, even sales outcomes.

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Adam Kreek and his team are on a mission to positively impact organizational cultures and leaders who make things happen.

He authored the bestselling business book, The Responsibility Ethic: 12 Strategies Exceptional People Use to Do the Work and Make Success Happen.

Want to increase your leadership achievement? Learn more about Kreek’s coaching here.

Want to book a keynote that leaves a lasting impact? Learn more about Kreek’s live event service here.

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