A few months ago I was working with our client in Los Angeles and the managers were telling me they had a feeling their salespeople were not unearthing all the needs they should in their client needs analysis process. They cited a number of instances where the Account Executive did go deep enough and huge opportunities emerged for both the prospect and my client. They wanted to see that happening more often. After exploring the problem in more detail, I made several recommendations. One of those turned out to be particularly impactful.