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!
