Are You Meeting Your Client's True Needs?—An Interview with John Doerr

RainToday.com's Podcast: Marketing & Selling Professional Services

You know you have to understand your client's needs in order to give them the best solution to their problem. But are you digging deep enough to uncover what the real issue is? Or are you stopping and pitching at the first mention of an issue?

In many cases, people don't dig deep enough, says RAIN Group Co-President John Doerr. They are so intent on selling that they feel like they have to make sure people know what they have, so they simply give a presentation. And in some cases, people don't know how to do needs discovery, he says.

"They can hear that they're supposed to do it, but they don't have a clue where to begin and they don't prepare," Doerr says.

As a result, buyers say sellers don't understand their needs and that sellers talk too much. Both of those will have them looking elsewhere for help.

Listen as Doerr, who is presenting a webinar Oct. 20 about how to uncover your client's true needs, explains how to approach needs discovery, gives examples of effective sales conversations, and explains how to present your solution in the context of their real need.