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Sales is often considered a complex skill, full of nuanced tactics and strategies. But at its core, sales is really quite simple. It's about one thing: addressing your clients’ needs. However, to truly be effective, you need to go beyond the surface of what the client already knows and explore both their considered and unconsidered needs. The key to unlocking this understanding is through consultative selling techniques that allow you to peel back the onion and get to the heart of what the client really needs.

Considered vs. Unconsidered Needs

When a client comes to you, they often have a list of problems they want solved. These are their considered needs—their known pain points. For example, a company might say they need a more efficient system for managing customer data. They’ve thought about this problem and are actively seeking a solution.

However, there’s another layer to their needs: the unconsidered ones. These are the problems or opportunities that the client hasn't yet identified but are equally important. Maybe they haven't realized that their outdated software is not just slowing down data management, but also preventing their sales team from being able to upsell effectively. Discovering and solving these unconsidered needs can transform a good sales interaction into a great one.

The Role of Consultative Selling

This is where consultative selling comes in. Rather than simply pitching a product or solution, consultative salespeople focus on understanding the client's business in depth. They ask probing questions, listen actively, and engage in meaningful conversations designed to reveal the full scope of the client’s challenges. By doing so, they not only address the client's considered needs but also uncover their unconsidered ones.

Consultative selling is about being curious, patient, and willing to dig deeper. It's about moving beyond the initial "What do you need?" and getting into the "Why do you need it?" and "What could be holding you back that you haven’t thought of?"

Peeling Back the Onion

Think of consultative selling as peeling back the layers of an onion. Clients will often provide surface-level answers when asked about their needs. It’s your job to keep asking the right questions to get to the core of their challenges.

For example, instead of asking, "What system are you using now?" try asking, "How is your current system affecting your team’s ability to grow sales?" Questions like these help you go beyond the obvious and dig into underlying issues the client may not have realized were affecting them.

Addressing Unconsidered Needs

Identifying unconsidered needs is where you can really differentiate yourself as a salesperson. While other salespeople might stop at solving the obvious problems, you can add significant value by addressing the ones the client didn’t even know they had.

Once you’ve identified these hidden needs, it’s important to present solutions that connect the dots. Show the client how solving these deeper issues will not only address their immediate concerns but also provide long-term benefits, such as increased efficiency, improved customer satisfaction, or higher revenue.

Conclusion

At its heart, sales is simple. It’s about understanding your client's needs—both the ones they’ve considered and the ones they haven’t yet realized. By using consultative selling techniques, you can peel back the layers of your client's challenges, uncovering deeper issues and positioning yourself as a trusted advisor who can provide lasting solutions. The simplicity of sales lies in its focus on truly understanding and addressing the full scope of your client’s needs.

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