Do you really understand your customers? Are you interested enough to find out their concerns and problems? If so do you know how to interpret what they mean?
A lesson I learned a number of years back is the danger of making assumptions. If a customer or prospect says “I am thinking of buying that new product or service you have”; is that different from them saying “I am going to buy that new product or service”?
Neil Rackham of Huthwaite Research claims there is a huge difference and he explains this in detail throughout his now famous books on making major sales.
One response is “implied” and the other is “explicit”
The skillful seller will understand this and develop those implied needs into explicit needs by asking more questions. The art of asking questions is something that requires a lot of practice and so does understanding the answers.