Every customer is trying to accomplish something, avoid something or fix something. This means they need something
NEED: A desire to improve or accomplish something
To spot if your client has a need listen to them and the words they use. They're likely to talk about their desire to improve or accomplish something using the "language of needs". Examples of the language of needs include:
“We / I want”
“I / We need”
“We have to change”
“It’s important to”
“I wish”
“We must”
“What matters is”
“We’re looking for”
“Our goal is”
“We’re trying to”
You can't guess at the needs of a customer you have to listen for them to use the language of needs and then confirm that need with a question, "So it sounds like you want to achieve X is that right?"
Once you have confirmed a customer need you can then connect it to the features and benefits of your product or service...
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