What Is A 'Need'?

By Sharon Drew Morgen

A need is little more than a piece of a buyers system whose work-arounds are dysfunctional. Sales folks sometimes think that a need is an isolated event, and isnt tangled up in systems issues that created it to begin with.

We forget that there are relationships, and people, and initiatives, and rules, and history that keep the buyers system their culture and environment if you will in place daily, and a need is only one element amongst many that are part of a system. Think about an iceberg with a problem: it cant be resolved until the whole thing gets re-examined, and the base and tip are both willing to shift.

By focusing on need, rather than truly serving a buyer by facilitating their decision making as they try to attain excellence AND ensure an intact system, we are vastly delaying sales cycles, and losing at least half of our sales.

Video produced by CanDoGo, www.candogo.com. Sharon Drew Morgen is one of the exclusive experts for CanDoGo, a company that delivers concise advice for sales, leadership, personal development, and motivation over the Web.

Category:

People & Blogs

Tags:

• need
• system
• buyers
• focusing
• facilitating
• decision
• sharon drew morgen