How to determine what your client really wants 

If you’ve ever wondered why it can feel so difficult to sell to certain people, or you’ve felt frustrated because someone isn’t buying what you’re offering, you’re not alone.  

The key is understanding what your client or prospect really wants. 

Sales mastery is about realising we are all different and we therefore all operate differently. We cannot and must not put ourselves in a box, only getting on with a few select personality types. Instead, with exceptional awareness we can adapt and serve many. 

Here we break down how to understand your client and their preferences.  

 

Insight #1: The client isn’t you

If you ask yourself what your favourite foods are, the books you enjoy or TV programs you follow – you would have clear answers that may be similarly shared by others.  However, there would also be choices and preferences that do not resonate with others at all.

And yet when it comes to client interaction, we tend to default into treating the client as though we are selling to ourselves.  This is an issue because what we like, expect and deem professional, may not reflect what someone else expects or how they interpret the world. This way of thinking can blindside us into thinking our way is the only way, or even worse, our way is the ‘right’ way. 

Acknowledging that your clients have their own standards, sets of values and different expectations is the first step to achieving a deeper understanding of what your clients want.  

 

Insight #2: Where to start looking for clues – to identify your customer’s preferences

Ok, so we have established that we all are different. The question, therefore, is how do you uncover your client likes, dislikes and what they value? 

The interaction and engagement you have with your client is paramount to unlocking this insight.  Start by taking more notice of each client by researching what they do and don’t like, how they like to be engaged, and how they expect to be treated.  Then, adapt your style accordingly.

Start with their LinkedIn or website profile.  What are your prospective customer’s values? Hint: People write about what’s important to them. 

Next, utilise the rapport building chit-chat between you and the client.  Remember how your client was talking about their new sofa, pool or home?  Or perhaps what high schools they are considering sending their kids to?  These little nuggets of information reveal what their purchasing behaviour is like, what they care about and what’s needed to impress them. They are reeling off their perception of and how they measure professionalism, and how they are motivated to buy including their actual buying strategy.

Clients are screaming out what they care about. So, listen, be present, listen some more.  Unlocking your clients’ needs and wants is as easy as being present and observing. 

 

Insight #3: Interpreting your clients’ wants and needs 

Our customers give us some easy signals through direct requests or questions.  For example, when a client asks for more detail, the client is literally asking for more detail. Someone who requests a summary, simply just needs a summary.  Surprisingly, many of us miss signals, even such easy ones.

In order to fulfil the needs, wants and expectations of a client, you need to first be truly present and have heightened awareness.  You need to ‘own the space’ and be a specialist in your field, a true trusted advisor.  This will allow you to feel genuinely confident in front of your client.  

Your thorough understanding of the sales journey will enable you to be present.  When you are fully present you will be able to observe and pay attention to how your client is behaving, what they’re saying, doing, writing, noticing etc. Having an ‘outward’ focus is vital here.  You can find out more about this topic via our sales training programs here.

 

Conclusion

Understanding your clients’ needs and wants is essential as it allows you to engage, promote, and ultimately lead them to buying your products and services.  Careful listening, observing, and paying attention to your buyers will empower you to have more heightened awareness.

Sales mastery is about realising that we are all different and that we all operate differently.  Once you understand this, it’ll be much easier to persuade your clients to buy from you, instead of your competitors.

 

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Piece written by Charmaine Keegan,  author of over 20 eBooks, is a sought-after guest speaker, panellist, and keynote. She is a Certified Trainer Extended Disc System, of Situational Leadership, of NLP (how we operate), Hypnotherapy (unconscious communication) and Timeline Therapy (recognising your beliefs about sales and money – and recognising that of your customer). She has studied the psychology of human behaviour and is considered an absolute authority and true expert on sales techniques. She has ‘walked the walk‘ so her content, programs and key notes are highly practical and focused on results.

Smarter Selling is sales and mindset coaching for high performing leaders and teams