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The Center for Sales Strategy Blog

Uncovering Real Needs Leads to Long-Term Client Relationships


Every now and then it pays to stop and think about the big picture — why we do what we do and the importance of truly learning about our prospect and client’s needs. It’s so easy to talk about what we have to sell and why prospects should want to buy it, but taking the time to learn about the prospect will truly pay off in the end. 

It might be a simple concept, but it’s a great reminder to occasionally stop and think about why it’s so important to take the time to research, prepare and ask our prospects important meaningful questions so we can truly understand their business. 

Henry Ford once said, “If I asked people what they wanted, they would have said faster horses.”  Ford was able to decipher between what they wanted and what they needed. A true need was that they needed a faster way to get from Point A to Point B. The solution?  Well the rest is history!! 

Remember to always work to uncover needs and challenges from your prospects and clients. Try and identify a problem or growth opportunity that is important enough for the prospect to spend serious money, energy and attention to solve. Keep asking questions to identify those needs and challenges. Remember, if you uncover a REAL need, you will be able to utilize your company’s assets to create a customized solution for your prospect. This is where it gets fun! You won’t have to try and convince the prospect because you listened to their needs and came up with a solution.   

Once you uncover a true need, and then develop a solution that the prospect identifies as valuable, you will be on your way to developing a long term client. Take the time to really discover and identify areas of need and growth. It will pay off!

hourglass needs analysis 

Topics: Needs Analysis Sales