BANT: Need Conversation
Problem-solving at discovery
The Need Conversation only comes third in the acronym. It is undeniably and without any shadow of doubt the most important. The N is more powerful than the other three letters combined. Don’t consider it as one of the four aspects to discuss in the discovery call. There is Need, which must be your absolute core focus. Then, the others come as complementary issues to understand in the discovery call. The Need is the heart of the discovery.
I will therefore only offer here a high-level discussion of this topic, but I anticipate we will dig more into this issue in the future, as this matter deserves too much attention to only be summarized in a single post.
One of the core positions I developed in my study is the importance of breaking problems down to help customers understand the root cause of their issues and not just the superficial symptoms. In my book, I developed an entire chapter on the art of breaking problems down. You break the problem down in several moments within the sales conversation, but the discovery call is, by all means, the most crucial when it comes to helping your customers understand what really drives the problem.
Then, of course, a problem only truly matters if the impact on the organization is significant, so you need to bring clarity also on the effects of the buyer’s problem for the organization.
Needs are not clarified by asking the buyers what they need. Needs are clarified when you break problems down into causes and effects, and help customers better understand their issues.
This offers the logical driver for the purchase, but also –hear me well – the emotional driver for the purchase. This emotional side gets the prospect anchored in the conversation if you are able to help them understand their problems fully. Problems cause pain. Problems cause discomfort. Uncertainty on the causes of the problems and on their effects is a major source of stress. You find a way to lower the stress of your buyers, and they will be grateful. They will reward you with attention and with a firm commitment to continue the sales conversation.
With the problem-solving logic, you speak to their brain, but you appeal to their emotions. You calm their nerves. And you win their attention and commitment to pursue the conversation.
