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[Music] every salesperson will tell you how important it is to understand the customer needs so how do you go about doing it let's look at it from three aspects business goals decision criteria and personal goals let's start with business goals the Improvement each person is trying to achieve with the project why is this so difficult to understand because quite often customers Express their goals in terms of the solution they already have in mind the ability to use your knowhow and challenge the customer with good questions is an excellent way to help them Define their real needs and ensure that you're solving the right problem let's move on to decision criteria the characteristics of a vendor or solution that each person in the decision-making process uses to select the best one what you often find is that decision criteria vary widely at different levels so it's critical to understand them to ensure that you present relevant strengths last there are personal goals what people want from the project for themselves this might be motivated by a bonus for on-time project completion or having the chance to get a desirable assignment or a position in one of our bids for a sales transformation project the project leader really wanted to improve his reputation inside the company his recent project to introduce CRM software had not gone well people were not using the software and this created a lot of negative press for him by demonstrating how our solution would dramatically improve CRM utilization and help him recover his reputation he became a very strong supporter so understanding customer needs is really about understanding [Music] people