Understanding what’s driving our customers to change, to address a new opportunity, to solve a problem is critical to our success as sales people. We need to understand what’s driving their need to buy.
However, too often, when I ask sales people about the need to buy, they describe it in terms of their products or solution category:
“They need to buy HR Software”
“They need to buy servers”
“They need to buy IT Development services”
“They need to buy our semiconductors”
“They need a CRM system”
“They need to buy…….”
