Reading between the Lines

So your task is to look for the needs behind what the customer says.

Sometimes your customers will tell you exactly what they need. All you have to do is listen and respond. But if you address only these overt needs, you are not adding much value to the client, and you are doing no more than any of your competitors would do. Where you can differentiate yourself -- and win the client's respect and trust -- is by hearing and responding to implied needs. So your task is to look for the needs behind what the customer says.

For example, if the client complains about his boss constantly second-guessing him, he may be expressing a need to have a solid, tightly reasoned explanation for his buying decisions. Successful sales professionals know how to uncover these implicit needs -- indeed, it is what drives their long-term success.

ACTION POINT: After each meeting, ask yourself what the customer didn't say. You'll probably unearth some needs they did not consciously know they had.