When do we know when a customer needs us? Careful now, this is a trick question.
Our customers need us when they declare they have a problem or an issue. Until then, we are merely confident we may be able to help them. We may even be positive we can provide them a solution to their issue. But, until they declare that they have a situation that requires a solution, we know nothing and we can do very little to help them.
What is the best way to position ourselves to help the customer in need? Simply put, ask the open-ended, probing questions that encourage them to talk about their business, their vision and goals, and the obstacles that are preventing them from getting there. These obstacles are the most critical issues that your customer is focused on.
When you identify the issue, what is the next step? If your sales solution is on their needs list, you get busy helping them discover how you can help them. If not, you help them by connecting them with the best person or organization to fix their most critical issues. Either way, once you know what their challenges are, you get busy doing what you do best–provide value to your clients by connecting them with the solutions they need for their business. Remember, these are not the issues you want or believe they have. These are the issues that you know your customer has, because they told you.
Sales Cooke’s Recipe Tip: Avoid wasting your customer’s time trying to convince them they need you and your solution–help them discover what their real issues are and not what your agenda is.