A successful business contribution is above all a qualified business contribution! To maximize your commission rate and give confidence to the recipients of your files, it is important to validate crucial points that will make a difference in the sales process of your interlocutor.
The discovery phase is crucial in the sales process. A good mastery of this stage not only allows you to better understand the needs of your prospects, but also to lay the foundations for concluding successful deals. This is where the method comes in, a structured approach to maximize your chances of signing contracts.
Learn how this method helps you ask the right questions, build trust, and build a solid foundation for future business.
Before offering a solution, it is essential to fully understand the customer's needs. This first step aims to explore the motivations and expectations hidden behind the apparent demand. It is not only a question of identifying a problem, but of going further by looking for the underlying challenges that influence the daily life of the prospect.
Example of a question: “What is stopping you from achieving your goals more effectively today?” ”
Concrete example: Imagine that you are working with a startup that specializes in project management software. On the surface, the need expressed is to improve internal collaboration. But as you discuss further, you discover that the real problem is the lack of visibility into the progress of projects, causing delivery delays to customers. Thanks to in-depth discovery, you are able to propose a solution that offers real-time dashboards, thus meeting the more strategic need for transparency.
How to find the ideal problem: the PUR criterion
For a problem to be considered ideal to solve, it must meet three key criteria, summarized by the acronym DUR: Painful, Urgent, Recognized.
In conclusion, A HARD problem represents a unique opportunity for a business. By offering an effective and adapted solution, it meets a profound and urgent need of consumers.
Practical tips for identifying a PUR problem:
By identifying and solving hard problems, you greatly increase your chances of success.
Do not hesitate to ask me for other proposals or to refine this work.
What aspects do you want to explore in more detail?
Each client evolves in a specific environment, with constraints and opportunities that are specific to them. At this stage, it is a question of taking into account all the elements that influence your business: the competition, the market, and even internal resources. This context analysis makes it possible to better adapt your offer and to make it more relevant.
Example question: “What are the main challenges in your industry right now? ”
Situation: You interview the logistics manager to better understand the challenges they face. He mentions increasing competition and demanding customers on delivery times. You're presenting them with technology that not only improves speed, but also meets green market trends. The prospect is seduced by this dual approach.
A good understanding of the client's budget allows you to avoid unpleasant surprises and to offer a solution in line with their financial capabilities. This step is sometimes delicate, because it involves addressing financial aspects without annoying your interlocutor. The idea is to validate that your solution is accessible while remaining in line with the perceived value.
Example of a question: “Do you already have an idea of the budget envelope dedicated to this project? ”
Situation: During the discussion, the restaurant owner tells you that he can only allocate a small budget to this initiative. You then adjust your pitch, presenting less expensive but just as effective options, such as local ads on Facebook or Google, instead of a comprehensive digital strategy. The customer feels listened to and appreciates your flexibility.
Knowing the deadlines of the prospect is essential to adjust your proposal and to ensure that you can respond on time. The objective is not to find yourself out of step with the customer's expectations, and to be able to offer them a solution that fits perfectly into their time priorities.
Example question: “What is the ideal timeframe for implementing this solution? ”
Concrete example: Talking to the CFO, he mentions that their old system will be deprecated at the end of the year. You adapt your proposal by proposing a deployment plan in two months, with tailor-made training sessions to ensure that the entire team is operational before the deadline. The customer appreciates this proactivity and your ability to respond to the emergency.
In some organizations, the purchase decision does not depend on one person alone. It is therefore crucial to identify from the outset all the actors involved in the decision-making process. This not only helps to better focus your speech, but it also saves time by avoiding presenting your solutions to the wrong person.
Example question: “Who, within your company, will be involved in the decision-making for this project? ”
Situation:You are thinking of concluding with the HR Director, but he mentions that the final validation must come from the director general. You take the lead and suggest a meeting with the latter. During this exchange, you realign your presentation by focusing on financial and organizational gains, aspects dear to the CEO. This approach allows you to reach a deal more quickly.
Variant : You are in an appointment with the managing director of a company. On paper, everything is validated, he is the decision-maker. However, you understand during the appointment that the latter, although the decision-maker, will not be the main user of your solution and that he needs above all to convince his staff of the value of your solution, because he does not want to commit to choosing a product that will not win the votes of his team. He knows that by imposing on them a tool that they did not choose. If he does, it will create a climate of distrust and the benefits provided by your tool will be destroyed by the problems that this “forced transition” will create. Once again, it is therefore appropriate to suggest setting up an appointment with your team to include them in the decision-making process.
Finally, it is important to have a longer-term vision. The business context, and its potential evolution, can influence the relevance of your solution in the medium or long term. This allows you to anticipate possible adjustments, and to show your customer that you are planning with them.
Example of a question: “How do you see the evolution of your business in the coming years?” ”
Concrete example: The agency currently has a small team, but aims to grow rapidly. You offer a solution that not only meets their current needs, but is also designed to evolve without requiring major changes. By showing that you considered their future, you gain their trust and the business.
By applying this structured method, you increase your chances of deeply understanding the needs of your customers and of adapting your approach according to their reality. This method is not a simple grid of questions, but a strategic framework that makes it possible to build a relationship of trust and to position your solutions as precise and tailor-made answers to the problems identified.
