Needs Analysis Gone Wrong: “Are you sure you know what you want??”

In complex, project-based sales environments the ability to listen for understanding is critical and conducting an effective needs analysis (NA) can be about as hard as it gets. But this is by far the most important step in the sales cycle to ensure client satisfaction and repeat business. Just like in project management, if a project is not clearly defined it’s doomed to fail, just like a sale with a bad NA. It’s easy to do when a client knows what they want but what about if they don’t?

In some sales environments none of your clients will know what they want. For example, in financial sales with products like insurance this is par for the course nearly every time and educating your client is a process that helps them understand the needs they didn’t even know they had.

This has come up a few times in my career in project-based selling where a client has been tasked with a project they don’t fully understand and it’s up to you to get the scope right or you’re both on track to fail. If you don’t have a clear definition of expectations and desired outcomes you’re trying to hit a moving target and if you get it wrong in the needs analysis the result can be low profitability and/ or a stain on the client relationship that is tough to get over.

So what do you do? Well thankfully this doesn’t happen too often but these scenarios are an amazing opportunity to stretch yourself and your abilities as a sales pro. Your customer needs your help to get it right or this won’t go well for them either!

1. Slow things down, this is one deal where you don’t want to go too fast. Even if they’re ready to write the order yesterday take the time needed to get it right. Like a good carpenter; measure twice, cut once.
2. Bring more stakeholders to the table, if it seems like your customer isn’t sure what they want maybe there are other people on their team who will know more. Find a way to tactfully invite them for their input. If there’s no one on the client’s team maybe there’s someone on your side who can help.
3. Come with examples, chances are your firm will have done something similar in the past. Can you bring examples for the client to look at and test to see if it fits their requirements? If it’s not an exact fit you can use it as a starting point to build from and they can take it back to review with other stakeholders from their side.
4. Approach the needs analysis like a brainstorm session, your client may not have the ability to articulate what they need and you asking a bunch of questions might only make them feel frustrated, maybe even foolish. You need to contribute and use examples to put a box around the expectations. Talk about what wouldn’t fit the need as much as what would to get to the right answer.
5. Document everything, seriously, write down everything you both said in the call/ meeting. It’s not just about CYA (covering your…) it’s a helpful way to use different communication mediums (written vs. verbal) with the client that might be easier for them to absorb. Not unlike repeating back what you’ve heard verbally in a conversation to confirm understanding, using a written outline of the scope and how you came to it can add clarity and again, confirms a mutual understanding.

You really have two choices in this kind of scenario, do it fast or do it right. Working with a client to help them succeed in your business together is the kind of strategy that will pay dividends for years and build relationships no competitor can hope to break. That’s the way to build a career and a strong client book.