Last week we discussed how questions can help to define your customer’s problem. For example, if your customer thinks he has a problem with growth in a particular product category, the right questions – around financial, market, product, and resources goals and limitations – can help you dig deeper and uncover whether another problem lies hidden underneath.
The answers you receive from those questions are very valuable information. They help you to re-define the customer’s problem. Is it really a growth problem, as your customer suspects? Or is it a problem with that customer’s resources (talent, supplier capabilities, etc.) that are in fact inhibiting his growth? Or, perhaps conditions have changed in the overall market, affecting growth.
Re-defining the customer’s problems does several things:
- It gives you the opportunity to really listen and respond to your customer. You’re not just shoving samples at him.
- It differentiates you from competitors who ARE shoving samples at him.
- Finally, it gives you the chance to actually solve his problem.
Addressing superficial needs might temporarily solve the problem. Addressing the root cause of the problem has a better shot at a long-term solution, and a long-term relationship with that customer.
How can re-defining the customer’s problem help your customer?
If you missed our webinar in December, you can still catch it on YouTube: The Art of Innovation. Let us know how innovation can work in your sales organization!