Understanding the needs of the buyer is the critical component of any sales process, and successfully doing so encompasses a wide spectrum of sales best practices. Joining us to shed light on this topic is Force Management Facilitator John Boney. In his first appearance on the Audible-Ready Sales Podcast, John hammers home the strategies necessary to get to the root of a customer’s pain. He discusses:

• The importance of active listening.
• Identifying patterns while refraining from assumption-making.
• Conducting a thorough needs assessment during a customer conversation.
• Dealing with a buyer’s resistance to questioning.
• The need for quantifiable metrics.
• The WAIT acronym: “Why Am I Talking?”

Here are some additional resources:

• Get MEDDICC Certified on Ascender!
• Selling to the CPO (Chief People Officer) | Ascender Insights Event
• Attaching to the Biggest Business Problem | Ascender Insights Event
• Selling to the CISO (Chief Information Security Officer) | Ascender Insights Event
• Active Listening | Ascender Course
• Executing Your Discovery Strategy | Ascender Course
• Overcoming Seller Deficit Disorder | Ascender Video
• Preparing for Sales Conversations | Ascender Video
• Improve Your Active Listening Skills | Podcast
• Sales Qualification Best Practices: How to Back up Your Deal | Podcast

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Check out this and other episodes of the Audible-Ready Sales Podcast on Apple Podcasts, Spotify, or our website.