How to Analyze Client Needs

In sales our main objective is to understand the needs of our clients and see if our product, good or service is the right fit with helping them fill that need.

So, what is the right way to go about finding their needs?

Asking great open-end questions.

It is imperative that you understand common needs within a particular vertical or industry, so you are able to ask great questions. Generic questions, like what challenges are you facing? Or how do you think we can help you? Are not going to show that you are a expert in your field, nor show them you can solve any of their needs.

I will give you an example of some better open ended questions:

“I see in your industry that there has been a common problem with “X”, I would love to hear about you are tackling these same challenges?”

“The past two clients we have worked with in your industry have struggled with “X”, how has your company positioned itself to handle these same issues?”

“I recognize from reading about your company that you are doing a great job capitalizing in “X”, we have noticed the market shifting to “Y” more and more, how is your company currently making adjustments internally to expand?”

With every question, I am making sure that I am able to speak their language, they know I have done my homework, but I am also trying to show they may have a problem they aren’t even aware of, or showing them I understand the challenges they are currently facing, and then let them talk about them.

Once we have analyzed their needs by asking great questions, then we are able to make a suggestion that our product, good, or service will able to assist with that current challenge.

I find it most helpful to make a list of 10-15 “power questions” you can refer to often.

You may find this sales podcast helpful, it is with B2B sales expert Marcus Chan:



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