Getting a meeting is one of the most difficult steps in building a business relationship. If you’re in sales, you need that meeting, commonly known as the needs analysis, to determine how you can help. When we ask prospects what their needs are, they often don’t know. And if they do, those needs only scratch the surface.
Scientists say that the universe we can observe is only about 5-10% of what is really out there. Why do they believe that? Because what they can see happening cannot be accounted for just by what they can see. Dark matter and dark energy haven't been proven, but scientists believe they exist because of the effects they see.
For business owners, like scientists, what is visible and conscious is probably only a fraction of what is really going on. You want to be looking beyond what the prospect tells you they think they need, to what is really happening.
So how can you know what is really going on?