How to Discover What Customers Want

To peeps in their everyday lives:

1. They have one gigantic concern.
2. They fill our lives with many smaller concerns.

Everything else takes a backseat -- meaning:

• If needing an e-procurement system is a small concern to CEO X, that means you're at the initial stages of CEO X's buying cycle (tip: nurture the relationship until it becomes a gigantic concern.)

If your product/solution/service/offering can remedy the prospect's gigantic concern, you're knocking on the @^^@^ door.

How do you figure out gigantic concerns?

Try asking this question:

• "What keeps you up at night?"

Next steps:

1. See if whatever you're selling/offering can remedy the situation.
2. If it can't: Provide external (read: handy) tips and resources to help them rectify their gigantic concerns; in that sense, you're nurturing a relationship, helping them resolve their gigantic-concerns-after-gigantic-concerns until a gigantic concern pops up that can be mended with your solution.

BAM.

You're in business.

"What keeps you up at night?"

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