If you discover a need (and surely you must), you have improved your chances for a sale. But the real gold is having discovered a need that the client did not previously know he had—and that creates demand.
How is that done? By not falling short on probing. Biggest error: find a need, try to sell it. But is that really the greatest need? Often not.
Rule: Find the REAL need and turn the want into Demand!
–Arte Maren, International Speaker, Writer and Business Consultant.
Excerpt is from his published book, The Natural Laws of Management: The Admin Scale. Available in hardback and ebook.