When attempting to diagnose prospects’ needs, many salespeople make the mistake of asking questions to uncover only problems; that is, they look exclusively at what has already happened. Salespeople who look only for problems are like drivers who look only in the rearview mirror. They are not focused on where their customers want to go. They should look for needs that originate from both problems and opportunities.
One of your goals in business to business sales is to help your prospects recognize the full scope of their problems so they can make the proper cost/benefit choice.