So, you've successfully secured an appointment with a promising prospect! Now, it's time to prepare for a comprehensive digital needs analysis to ensure that all the effort you invested in getting that meeting bears fruit.
The key to success lies in conducting a thorough needs analysis because understanding your prospect's business, their specific needs, challenges, and expectations is paramount when crafting a solution that truly aligns with their goals.
Begin by researching your prospect. Take the time to explore their website on both your desktop and mobile devices. Examine their social media presence and conduct online searches to determine their visibility in organic and paid search results. Be sure you can demonstrate your dedication to understanding their business prior to the meeting.
It's not enough to merely inquire about their digital strategy. Dive deeper by asking about the specific objectives of their website, how they drive traffic to it, and how they leverage digital tools to connect with their target audience.
Look at the consumer Journey and see how the digital tactics match the digital journey. How will the plan attract strangers – engage visitors – convert customers, and turn their fans into advocates for their business?
Once you have a general grasp of their challenges, delve deeper to uncover more specifics. Learn about their core customer base – their demographics, geographic location, preferences, and why they prefer your prospect over their competitors.
What is their unique sales proposition that makes them stand out? Gain insights into their most pressing present needs and challenges.
Engage in an open discussion about their expectations and ensure there is a clear, measurable definition of success. It's crucial to be on the same page regarding how you will measure the effectiveness of your proposed solution.
If their expectations appear unrealistic, engage in a constructive dialogue to establish achievable benchmarks before commencing the campaign. Well-defined expectations are imperative to earn and retain business.
Work together with the prospect to create an idea that excites them. Once you have brainstormed the concept, assess which of your digital capabilities will best bring it to life and help achieve the desired success.
Incorporating these tips into your approach will set you on the path to conducting a comprehensive digital needs analysis. Remember, meticulous preparation is the foundation of success. Clearly define your objectives and expectations before the meeting to maximize your chances of building a successful partnership with your prospect.
Editor's Note: This post was originally published on December 14, 2012 and has been updated.