During a first meeting with a customer, it’s unlikely they will tell you everything going on in their decision process. For all you know, the first need they mention may be something identified by one of your competitors in a meeting the day before! By failing to probe for the second need, you may be allowing your competitor to define your customer’s mental picture of a solution. Not good. Even if your customer hasn’t talked with your competitors, probing for a second need is a good way to get him or her to increase their desire for change and allow you to make the sale!
Probing for a Second Need in Sales
Kevin F. Davis is the author of The Sales Manager’s Guide to Greatness”, which was named the 2018 Axiom Business Book Award Winner, Silver Medal. Kevin is also the author of Slow Down, Sell Faster!”.