Your prospect's needs and preferences shift unexpectedly. How do you adapt your approach to secure the sale?

In order to read in-between the lines and understand the hidden concerns or objections behind a prospect having a change of heart, you must actively listen to what he is not saying rather than what is actually being said, that way you can still tailor your pitch to solve that concern/objection without them having to outwardly say them ??

To adapt to your prospect's shifting needs and preferences, actively listen to their new concerns, ask clarifying questions, and adjust your pitch to highlight how your product or service meets their updated requirements. Demonstrate flexibility, offer tailored solutions, and maintain a positive, problem-solving attitude to secure the sale.

In today's uncertain world, shifting preferences are common due to various factors, including economic changes, technological advancements, competitive pressures, and even unexpected global events. We must be flexible and agile to adapt quickly and customize our solutions to meet evolving customer needs. The Ultimate goal should be to provide value in any circumstance.

Most importantly, the salesperson would need to get back with the customer to understand the reasons for the change. A full discovery meeting would be required to determine the goals of the new direction and again, the root cause of the change or issue they are looking to solve/attain. Typically, the customer is making a change to close the gap between the current state and the desired state. It is the salesperson's primary objective to determine what this gap is and if their offerings/solutions are able to close this gap. If there is no solution to be offered, back away from the opportunity.

Understand the drivers behind the shift and new objectives your prospects are trying to meet. Develop solutions to meet those new objectives based on the shift. Know your customer today and tomorrow to anticipate those solutions

If your buyer's needs have changed then you need to go back to the discovery process, find out what changed, assess the problem environment and come to consensus on the problem to be solved, the impacts and root cause. Anytime there is a change in problem environment, a new discovery needs to be done.

It’s imperative to continue to grow your contacts with a client, especially in their engineering department. Establishing strong, personal relationships, will have you involved in the decision to make the change.Becoming a trusted advisor with your client enables you to guide the process of the CT angle they are looking to make. This helps you to align it with your core competencies.

Homework is important, know your prospect before your meeting. The more you know about the company the more prepared you will be to able to manuver and address whatever is tossed back at you. If your product or service in no longer a consideration for them you need to ask questions until you have a clear vision of why. If there is no avenue forward with your current products or services it is time to say, I will come back to you will a presentation that addresses your current situation.

I agree with this — being that kind of honest can be very difficult. We get emotionally attached to the sale. If we become attached to the client and truly helping them find solutions to their needs (which can be very fluid) we will become a trusted advisor. The sales will come if you keep that relationship healthy and valid.

I like to refer to the foundation for this approach as the Diamond Value Prop. “Diamond” because it a) has many facets (and can sparkle differently depending on from which angle you view it), and because b) it’s extremely durable. Think about the different groups that are positively affected by your solution. Does it help Operations the same way it helps Finance? Is HR getting the same benefits as Marketing? Of course not, right? But why? It’s because these groups have different needs, different goals, different KPI‘s by which they are measured. And by going through this thought exercise (or even better, ASK your customers this directly), you can improve your ability to shift the focus to a different facet of your solution.

I believe it is vital in sales to first listen to your prospect and that is why I never approach a prospect with a canned presentation or pre-developed script. No matter what you might think before the meeting the marketplace today is more fluid than ever, and circumstances can change on a moments notice. Be prepared by knowing your products, how they fit into a highly competitive market place and above all else how they will benefit the prospect. When I was training sales people I used to tell them the objective is to get your buyer promoted. That places the focus on them and their organization and not on yourself or your company.

Providing value extends beyond merely presenting a product or service; it entails demonstrating how the solution can significantly enhance the prospect's situation. When needs shift, clearly articulating the unique benefits and competitive advantages of the offering becomes paramount. Highlighting how the solution addresses pain points and supports goals is essential. Providing tangible evidence of value, such as return on investment calculations, further strengthens the perceived benefits. By positioning the offering as a critical component of the prospect's success, sales professionals enhance its appeal and solidify their partnership.

Seeking feedback is a powerful tool for adapting to changing prospect needs. Regularly soliciting input ensures an accurate and up-to-date understanding of requirements. This can be achieved through direct conversations, surveys, or follow-up emails. Demonstrating a willingness to listen and act on feedback builds trust and reinforces commitment to customer satisfaction. Moreover, this feedback provides valuable insights for refining the strategy and aligning with the prospect's evolving needs and preferences.

Customer feedback offers a window into the customer journey, highlighting touch points that delighted or disappointed. Understanding these experiences is pivotal for refining your products or services. By actively seeking feedback, you can pinpoint areas where your customers face challenges or dissatisfaction. This insight is a compass guiding you toward necessary improvements and innovation.

Selling is never accomplished by the salesperson's desire or need to sell. "Selling" happens when the salesperson successfully addresses the buyer's buying motivation. Without connecting to that part of the process and continuously monitoring where you are in that stream of effort, the commonly referred to "sales effort" will always be lacking. Some are intrinsically skilled at truly listening to the needs of the customer and constantly adjust their effort until the single point sell or continuing account/client relationship is established. Addressing a potential client's buying motivation, not honing the salesperson's selling motivation, is what brings success.

Making customers feel their voices are being heard is a valuable tactic that will help you adapt to shifting customer expectations and build lasting customer relationships.