Avoiding Sales Malpractice
Diagnose your prospect's pain before prescribing solutions. How a client needs analysis will help you avoid committing sales malpractice.
Recently, I sat through what I would describe as one of the most painful 'sales pitches' I've experienced, a pitch that was dead on arrival in under 5 minutes. The meeting opened with standard, cordial introductions, during which each member of their team rattled off all the things they used to do before joining the company. I've learned that when people rest on the laurels of where they used to work, it signals either a lack of belief in their current solutions or that the company has yet to identify the right product-market fit. Regardless, it's a bright red flag.
During the 30-minute call, we were force-fed a stew of acronyms and mismatched customer examples for a whopping 20 minutes. Within the first 5 minutes, I found myself messaging two co-workers about the missteps being made. Not a single question was asked about our needs, nor was there any attempt to understand where they could add value to our organization. It was like playing a game of sales charades, where I was expected to guess how their product fits my needs. The cherry on top? My attempts at engaging early in the conversation fell on completely deaf ears, missing an opportunity that could have begun the relationship-building process by simply listening, responding accordingly, and seeking common ground.
The truth is, without a proper CNA, you risk merely talking at the prospect instead of actively listening to them, thereby reducing your chances of closing the deal. As the old sales adage goes, 'stop telling to start selling.'
Being a seasoned pro in both selling and being sold to, I can assure you that this pitch was the equivalent of listening to nails screech down a chalkboard. This wasn't just a sales call; it was a masterclass in what not to do when meeting a prospect for the first time. This experience underscores the mission-critical role that a client needs analysis (CNA) plays in any successful business transaction.
Failing to use a CNA is akin to a doctor prescribing medicine without actually diagnosing a patient's ailment. This is why a thorough CNA is not just important but essential to the sales process. Done correctly, your diagnosis will help you prescribe the right solutions that solve your prospect’s unique organizational pain.
Although the fundamental psychology of the CNA is straightforward, sellers often either neglect to use it or, when they do, execute it poorly. Here are a few things to think about when preparing for and executing your next sales call.Â
Do Your Pre-Call Research:
Dive deep into the prospects industry, market trends, and their competitors.
Understand the macro and micro factors influencing their business.
Think of this as being a business detective, where every piece of information can be a clue to unlocking their needs.
Listen Actively and Express Genuine Empathy:
Tune in to the client's words, tone, and body language.
Show empathy when working to understand their unique challenges and aspirations.
Like being a (sales) psychiatrist, remember that it’s not about just hearing their words but feeling and understanding the story behind them.
Ask Strategic Questions:
Develop insightful and open-ended questions that encourage detailed responses.
Focus on uncovering not just what they need, but why they need it.
It's like playing a game of chess with words; each question is strategically placed to reveal a bigger picture.
Tie The Knot:
Use the information gleaned to align your solutions with their specific pain points and goals.
Leverage buying questions to confirm their pain while keeping your solutions in mind. Imagine you're a tailor, crafting a suit that fits the client so well they can't help but feel it's been made just for them.
Just like a scientist, you must arrive at a number of hypotheses through the analysis of data and information.
Building Trust & Establishing a Partnership Mindset:
Be transparent, consistent, reliable and understanding during your interaction.
When a prospect offers up personal or professional information, pause, engage and lean in.
This is about building a bridge of trust, where they see you not just as a service provider but as a key ally in their future successes.
These bullet points are more than just steps; they represent a mindset shift. It's about immersing yourself in the client's world and aligning your strategies to meet their evolving needs, all while maintaining that spark of enthusiasm and creativity that sets you apart. Remember, in the realm of client needs analysis, you're not just a consultant; you're a trusted advisor and a visionary guide. Don’t forget to keep your wit handy to transform even the most mundane analysis into an engaging and insightful experience.
Over the years, I’ve found that sales reps are often unprepared to ask the right questions or lack a list of go-to questions for a CNA. The good news is that in most cases, the questions you ask can be similar from call to call, with just slight tweaks based on the audience. Once you identify which questions elicit the answers needed to properly diagnose their pain, memorize them and make them your own.
Here are sample questions designed to help diagnose your prospect's pain points effectively.
Understanding Current Challenges and Limitations:
"Can you walk me through the primary challenges you're currently facing with your existing systems or processes? How are these impacting your daily operations and long-term goals?"
Identifying Specific Pain Points:
"In your day-to-day operations, what are the key pain points or frustrations you experience with your current software or technology solutions? Are there specific features or capabilities you feel are missing?"
Gauging Impact on Business Goals:
"How do these challenges impact your broader business objectives? In what ways do you feel that overcoming these obstacles could help achieve your strategic goals more effectively?"
Understanding the Client's Ideal Solution:
"If you could design an ideal solution, what key features or functionalities would it include to address your current pain points? Are there specific outcomes you're hoping to achieve with such a solution?"
Exploring Past Solutions and Adaptability:
"Have you tried any solutions in the past to address these issues? What worked well, and what didn't meet your expectations? How adaptable does a solution need to be to accommodate your evolving needs?"
Integrating a prescriptive CNA into your sales repertoire might initially feel unfamiliar; however, with frequent use and refinement, these types of questions will become more comfortable and effective. The truth is, without a proper CNA, you risk merely talking at the prospect instead of actively listening to them, thereby reducing your chances of closing the deal. As the old sales adage goes, 'stop telling to start selling.' Adopting this approach ensures that your prospects perceive you as a helpful partner rather than a pushy salesperson.
Always remember that the vast majority of sellers pitch instead of diagnose, so know that a well-executed CNA will set you apart from other reps who are trying to win the business.