Every company needs to have alignment around the answers to the Essential Questions: What problems do you solve? How do you solve those problems? How do you solve them differently and/or better than the competition? And, where have you done it before?  In this episode, John Kaplan talks through how you can use our concept of the Essential Questions to align with your buyer and address your customer’s evolving challenges. He’ll cover how your organization can provide the most value for customers by: Reframing the essential questions based on today’s environment Achieving internal and external alignment around the key problems your offerings solve for your buyer's shifting challenges Preparing sellers with these answers and ways to be purposeful in their delivery Check out this and other episodes of The Audible-Ready Podcast at Apple Podcasts, Spotify, or our website. Here are some additional resources on the essential questions:  Maintain Sales Productivity: Five Ways Your Company Can Focus Your Reps on Selling Value Four Questions Every Sales Organization Needs to Answer Breaking down the essential questions