Take A Walk In Your Customer's Shoes

Okay, I hope I have your attention with this weird title but selling still needs to get to the basics. Recently I encountered a really interesting interaction with a client's sales person. I asked the rep "Why do you feel you lost the deal?". He started to tell his product was perfect for the client and he seemed almost at a loss to why. I asked him a great coaching question "what problem or challenge did the client think you were helping address"? The rep looked stunned. He said "that's a weird question". Actually its not, people buy things specific to their needs and NOT to what their sales person feels is important, but when asked why he lost the deal he had no clue meaning he had no understanding as to why the customer was even buying. I than gave him an example by holding up a pencil and asking him why would someone buy this pencil? He stated all the features of the pencil from lead, the ability to erase, easy to hold, etc. He than boldly stated "its pretty straightforward product to sell" I replied "What if a client stated they were writing a novel and need a pencil that would last long and not break?". He looked perplexed. The confusion comes from a typical rep assuming what people need based upon their understanding of the product or service. Customers typically are motivated buyers when people solve or address a challenge they cannot or do not have time to do so.

Here is a story to illustrate what I mean: