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7 Steps To An Effective Client Needs Analysis
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Yes Michael I agree with you, and if you go to the HBR link in my blog you will see their findings on how successful salespeople must have, at the very minimum, two key characteristics: Empathy and Ego Drive. Only then will they be effective...some things just can't be learned.
I would add, this process is a whole lot easier if, in the hiring stage, you hire good people with good people skills. You can always teach AEs the sales techniques. What we need out there are Radio AEs with a keen understanding of people and marketing. Slick sales behavior is so 30 years ago.
Thanks for commenting Kevin. Contracting up front is key in terms of their expectations; I specifically tell them we will not be discussing a marketing plan at that time. By doing this it also keeps you from slipping back into product-focused seller, and establishes your credibility as a customer-focused, problem solver who doesn't shoot from the hip.
Very good article. I really like the part about framing the meeting in advance so that they are not looking to hear about our product but rather discuss their business and what are the gaping holes that we can fix.
Thanks Matthew, I couldn't agree more. The interesting thing about doing a CNA, for me, is how it is a mutually beneficial process. Clients often share they gain insight into their own challenges and objectives, just by giving voice to them.
love your article. this is the kind of information sellers should read every time they prepare for a CNA. we're all so proud of our product, that we often forget our job is to help our clients. if not for their success, we've got no job; and that all begins with finding out as much as we can about what they need from us to succeed.
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(1/3/2013 7:27:28 AM) Flag as inappropriate content
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- NY
(1/12/2012 11:39:08 PM) Flag as inappropriate contentYes Michael I agree with you, and if you go to the HBR link in my blog you will see their findings on how successful salespeople must have, at the very minimum, two key characteristics: Empathy and Ego Drive. Only then will they be effective...some things just can't be learned.
- Theresa Merrill
(1/11/2012 3:56:54 PM) Flag as inappropriate contentI would add, this process is a whole lot easier if, in the hiring stage, you hire good people with good people skills. You can always teach AEs the sales techniques. What we need out there are Radio AEs with a keen understanding of people and marketing. Slick sales behavior is so 30 years ago.
- Michael Shishido
(1/11/2012 1:03:05 PM) Flag as inappropriate contentThanks for commenting Kevin. Contracting up front is key in terms of their expectations; I specifically tell them we will not be discussing a marketing plan at that time. By doing this it also keeps you from slipping back into product-focused seller, and establishes your credibility as a customer-focused, problem solver who doesn't shoot from the hip.
- Theresa Merrill
(1/11/2012 8:13:12 AM) Flag as inappropriate contentVery good article. I really like the part about framing the meeting in advance so that they are not looking to hear about our product but rather discuss their business and what are the gaping holes that we can fix.
- Kevin Carter
(1/10/2012 10:32:27 PM) Flag as inappropriate contentThanks Matthew, I couldn't agree more. The interesting thing about doing a CNA, for me, is how it is a mutually beneficial process. Clients often share they gain insight into their own challenges and objectives, just by giving voice to them.
- Theresa Merrill
(1/10/2012 7:20:53 AM) Flag as inappropriate contentlove your article. this is the kind of information sellers should read every time they prepare for a CNA. we're all so proud of our product, that we often forget our job is to help our clients. if not for their success, we've got no job; and that all begins with finding out as much as we can about what they need from us to succeed.
- Matthew Coleman
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