How To Design a Product Around Your Customer’s Needs?

How To Design a Product Around Your Customer's Needs?

Sales cycles are becoming increasingly complex. Trade negotiations are tense and competition is fierce. According to Hub spot, it is 3 times more numerous and often better prepared. This is why, among other things, it is necessary to identify your customers’ needs quickly from the first contact.


To start and before starting the “icebreaker”, do not forget the 4X20 rule, you only have 20 seconds to make a good impression and engage in a quality conversation with your client.

The 4×20 Rule in A Nutshell:

4 fundamentals to follow for a successful first contact.
According to these principles, any salesperson must pay particular attention to:
  1. To the first 20 words
  2. To the first 20 gestures
  3. In the first 20 seconds
  4. At the first 20 centimeters of distance (more complicated in video

Once your persona identifies, you have to understand their expectations, yes, but how?

To understand the motivations of your customers, discover their needs or what would make them happy, it is best to?

“discuss” or rather start the conversation to discover the blocking points called “pain” (pain point in VO).

What Is a Point Bread?

The “pain points” or “pain point” refers to an irritating problem faced by a customer.

It could be a specific issue a prospect is having while interacting with company departments or an internal problem, even a deeper issue that needs further investigation.

A pain point can thus manifest itself in one of these three levels: It can link to a usability problem, to a journey during which the customer tries to achieve a goal, or to the transversal experience that a customer has with a company.

Before starting, we propose in this article a method of identification, but there is not ONE but methods.

Identifier Sun Client

Some are more suitable than others depending on the customers, the sales cycle or purchase path, but also the market and its developments. We offer different sales techniques.

These methods can sometimes be similar, but also be perfectly complementary. Each includes questions that will allow you to orient the exchanges with your customers and to offer your products or services in line with these needs.

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Questions To Identify the Why of The Project:

“Start with why” rappelled Simon Sinek.

Start your discussion with this question: why is the project initiated?? What is the purpose of your project? Why now? It is a question of understanding what pushes the prospect to begin the process.

By asking this question, you can begin to understand what your customer’s expectations and intentions are. You will know more about the purpose of the project, its aims, and its objectives

Questions To Find the What of The Project: What Is the Nature of The Project?

The What makes it possible to know what we are talking about and to identify the heart of the problem. This is the time to take stock of the situation, what are the issues, the scope, the risks, the impacts, and any side effects…

Questions To Identify Who Is the End Customer?

In B2B you often have several interlocutors who have distinct roles in the decision-making process and it is a question of quickly identifying who are the:

  • Responsible for the budget (the one who pays)
  • Project blockers
  • Legal and compliance manager
  • Project supporters
  • Project promoters
  • Decision-makers (the one who signs)
  • Decision influencers
  • Product/service users

Account-based marketing strategies allow you to have this approach with a good CRM.

To do this, the SONCAS method, which is an ideal approach based on the “psychological” and emotional state of your customer and is also based on active listening to find your customer’s motivations for purchase. In short: who they are, what they buy, why they buy it?

Where: Where Should the Project Take Place?

With the “where”, you have to know, where is the problem taking place?

Ask your customer about the environment in which the problem takes place

(On a machine, a computer, on a specific city, etc.)

When: When Should the Project Start?

When should we start and why this date? Do not forget to ask this question to your prospect, it is of primary importance.

This Will Allow You, Among Other Things:
  • To mobilize your resources Vs production planning
  • Deduce the closing date of the deal and therefore its forecast in your sales pipeline.
  • To set a date for the start of the collaboration.
  • To know if the prospect really wants to solve his problem. It is common for him to tell you. It is urgent when it really is not… or the other way around.

His answer often says a lot about his motivations and his needs in terms of deadlines. This response allows you to know if the customer requires an immediate intervention or in the very near future. A date that is too distant suggests that the prospect is not mature or that his project badly put together.

How: What Are the Means Deployed?

Use the answer elements of this question to highlight how your company is better suited than the competitor’s and how your services can better meet your prospect’s needs.

How Much: How Much Is the Allocated Budget?

Ask your prospect questions to find out what aspects of the product or service are most important to them. You will be able to adapt your offer according to their answers or decline.  The inexpensive is one of the maximum significant matters:

  • Is it validated internally?
  • Is this the right budget for such a project?
  • How did he rate it?
  • Does he have the means to solve his problem?
  • What is the cost of inaction?
  • By who? Who are the decision makers? Who can disrupt the auction in the business or on the conflicting hurry it?

Do not forget that this is an exchange between you and your future client! In any case, you must have a customer-centric approach and let the floor speak and actively listen to their responses. This survey will let you to recognize:

  • His priorities
  • Purchase motivations
  • Expectations
  • The context

Your objective is to identify and collect as much information as possible to offer him a personalized solution that would encourage him to act.

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