Thoughtful Thursdays – Bridging the gap between needs and wants
Recently I was asked to provide feedback for a sales situation that was resulting in lengthening the sales cycle to a point where the seller was fearful that they might loose the opportunity. Analysis of the situation indicated that the seller was doing a great job of listening to the prospect… perhaps too good. In the process of determining needs, the seller gathered good information and confirmed the needs based on the prospects responses.
What the seller was missing was insight into the gap between the prospect’s needs and wants. There was a disconnect. As a result, when the seller proposed solutions the prospect appeared to change their minds as their needs apparently changed.
The needs were not correctly assessed because the seller believed that the prospect knew what they they needed. In fact, they knew what they wanted, but not what they needed to achieve it.From a sales point point of view you do not want to directly challenge your prospects as it may well be perceived as being disrespectful. As an expert in your field however it is your responsibility to provide the best solutions. That might mean you have to ask the hard questions from time to time. There are different ways to approach the situation.
For example, your approach might be; “In my experience that will work, however I have seen better results in similar situations by using …”
Bridging the gap between needs and wants early in the sales cycle can prevent frustration further down the road, when it it time to recommend solutions.
Don’t be afraid to ask “Why?”
Good selling,
Richard
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