At Dale Carnegie, we believe that effective selling entails strong relationships built on reciprocal trust that comes from established credibility and a mutual understanding of value. These relationships happen when the seller can demonstrate an understanding of the client’s world—their real needs—based on asking powerful questions and listening skills that identify opportunities and challenges, and uncovering unknown or unexpressed needs. In an environment where the seller can’t always win on price, it’s important to be focused on the real customer wants and needs to ensure positive outcomes for all.