Do you even consider that your prospects have needs? Answer the question honestly and you may find the key to growing your company.

Too many business owners and sales people frame the lead conversion process in terms of their own needs rather than the needs of their prospects. A business owner needs more revenue, a sales person needs to make his quota, the sales manager has to push her people to make the number for the month that gives her a big bonus. Even as our clients learn that it’s better to forget about making the sale by focusing on their prospects’ needs through an orchestrated sales process, it’s still not that easy to forget about their personal needs and focus on the potential customer.

So how do you learn to forget about the hoped for results and concentrate your efforts on building a relationship with your prospects and helping them get successfully involved with your product or service? Drum roll, please!

You do it one step at a time, through trial and error, through listening and learning. Don’t expect that you can change old habits immediately just because you come to understand our view on sales; you have to experience it. You have to find out what it feels like. But once you do, once you realize the power of addressing your prospects’ needs through the emotional connection you make through your process, you will be a convert to this new sales approach. And, your numbers will follow as you get better and better at identifying the specific needs of your customer.