“It is not that I'm so smart. But I stay with the questions much longer.”
—Albert Einstein
When you find an ideal prospect and start your needs analysis work, how determined are you to get a clear and focused assignment? Many prospects are in a hurry, sometimes just because they think it's best to get down to business and find out what you can do for them. And most salespeople are good at giving their elevator speech and selling their wares, so they are happy to speed along.
Before you do that, be sure you learn enough about the need or opportunity that has led the prospect to take your appointment in the first place. I have seen too many salespeople ask a well-thought out question, only to get a surface answer. When that happens, don't assume it was a bad question or that's all the prospect has to say. Instead, realize that often it takes a lot of digging to get to the root of things.
John Henley is Chief Operating Officer at The Center for Sales Strategy.