Any
quality consultative selling training program will provide participants with a
list of the questions they need to ask in order to understand what the customer
needs. There are questions about who will be actually making the buying
decision, what the time frame is, how much they have budgeted, and what product
or service will solve their problem. All of these questions are important in
the discovery process.
But
the piece that is lacking is the “why”?
To
really succeed, you need to understand why the customer is in the market. Why
do they have a need now? Why aren’t their current solutions working? Why are
they hesitant to buy the solution you propose?
The
answers to these questions will give you deeper insights than the simple
tactical answers to the who, what and how. With “why” you can get inside the
customer’s head and truly understand the motives, needs and context of the
situation. These are the answers that will take you to the next level in the
sales process.
