It's not about US: It's about THEM. We say it. Do we do it?
From the beginning of my career in sales, I was always taught to do a customer needs analysis. I have named it "The Phase Two CNA". Many moons ago, the CNA went something like this: Who's your target customer?
How have you advertised?
What's your budget?
That was about it. And, that WILL NOT work today. Today we must delve deeply into our client's needs and goals. The CNA form I use has categories of information that we must know when we leave our client's office. It contains questions to get that information.
A good CNA today is a conversation, not an inquisition. We guide that conversation by the questions we ask. It is a true art to be able to ask great questions. A great question might be defined by our client saying, "I've never had anyone ask me that before. It's a good question."
I have a rule when doing a CNA: Talk about the business of the business before you talk about the marketing of the business.
If you don't have a deep understanding of how your client's business works, how can you develop a campaign to help them achieve their goals and solve their needs? That's only logical. But, we don't do it. We come in and begin with questions about their marketing. Yes, that's important for us, but the client knows who we are. They know whom we represent. They will lead us to the subject of marketing later in the conversation. I've had clients tell me that they have no doubt we can market their business because now we understand their business!
Seek first to understand. Knowledge is the key to unlocking budgets that will allow us to create effective campaigns. I challenge you to try this. You will be amazed!
