Needs identification
“A problem well stated is a problem half solved.” - Charles Kettering
In order to promote the unique value of your product or service, you must first identify the needs of your customer.
To do this requires perspective.
It’s not enough to ask, “What does the customer need?” It pays to also consider the customer’s context. Step back and examine the situation from the viewpoint of the people you want to reach.
To help you identify your customer’s needs, use what I call the 5Cs of Needs Identification.
Compliant: Does your product help your prospect meet regulations or requirements necessary for adherence to strict controls?
Costly: What is the measurable cost of inaction? Does your product help prevent a situation where inaction is costly?
Critical: Is your prospect in a pain that needs to be removed urgently? Is it both important and urgent?
Competitive: Could your product or service help your prospect leapfrog the competition?
Categorical: Are there few alternative solutions to your product or service? Or, are you selling an underserved market?