Uncover Hidden Client Needs on the How To Sell More Podcast

During his appearance on the Uncover Hidden Client Needs episode of The How to Sell More Podcast, Karl shared a recent experience that, surprisingly, had him reflecting on authentic selling: planning his dad’s surprise 80th birthday party.

When he first started planning the party, people came to him with ideas:

“We could do dinner at this new restaurant in town,” somebody suggested, but Karl knew that his father, as well as a lot of his father’s friends, would be uncomfortable driving at night.

“There’s this great spot in the city that –” Karl shook his head as soon as he heard the location. Nearby parking was limited at best, and a lot of the guests would have trouble walking a long distance.

The more he thought about the needs of the people attending, not to mention the birthday boy himself, Karl realized the party his father would likely enjoy the most was a luncheon at a restaurant with no stairs, a lot of light, and a familiar menu.

But it got Karl thinking. The people who gave Karl suggestions, as well intentioned as they may be, were thinking of what they would enjoy for their birthday party - not what was realistic or enjoyable for an 80-year-old. They weren’t thinking about the challenges a loud environment, a dimly lit room, or staircases would present.

If they were salespeople, we’d say they forgot to consider the needs of their customer.

If you’re a salesperson who is an expert in their field or with their customer, understanding the basics of what is going on in the industry is just as, if not more, important than knowing your product. And if you don’t, you need to take a pause and do your homework.

It’s easy as a salesperson to think your job is the ABC’s (if you know, you know). But when your focus is on constantly selling your product, it’s easy to forget why somebody might need to buy it. It’s easy to forget that understanding what’s going on in the industry you’re selling to is just as, if not more, important than knowing your product.

To learn more about why failing to guide your customers reinforces sales stereotypes, how Iceberg Selling helps you uncover hidden client needs, and how sales organizations can overcome the biggest challenges holding them back, check out Karl’s appearance on The How To Sell More Podcast.