How to Conduct a Customer Diagnosis and Accelerate Sales

What’s the difference between a typical salesman and a professional service provider? Too often, sales is characterized by pushing a solution even if it isn’t in the customer’s best interest while a professional service provider is expected to determine the customer’s needs before recommending a solution. Physicians are well-trained to diagnose patients but many other professional service providers are not.

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Growth Strategy Made Simple

Many leaders struggle with how to drive revenue growth. And yet we know, from study after study, that the key to successful growth is having a clear understanding of customers’ unmet needs. Even technology-driven companies, if they are going to be successful long-term, must understand and satisfy their customers’ needs. After all, people pay us money because we address their needs. So a simple and reliable growth strategy is to discover your customers’ unmet needs and address them. Why, then, is this so hard? Why do so few companies do this successfully?

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The Purpose of Business

“The purpose of business is to create and keep a customer.” – Peter F. Drucker 

Creating and keeping a customer is only possible if you are satisfying a customer need better than other competitive options. Innovation and growth requires understanding the customers’ needs in order to deliver superior value. It’s hard to hit a bull’s eye when you don’t have a target. Every company, if it’s going to be successful long-term, must define its goal as the satisfaction of customer needs, not selling products, services, or technology. Study after study has shown that the key to successful growth is having a clear understanding of customers needs.

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Marketing Malpractice is Preventable

According to researchers at John Hopkins University, the biggest mistake doctors make is misdiagnosing patient problems. It’s estimated that misdiagnosing errors lead to permanent damage or death for as many as 160,000 people each year and resulted in nearly $39 billion in malpractice claims paid out from 1986 – 2010. While “misdiagnoses are among the most common, costly, and harmful medical errors, they are also some of the most preventable.” (The Wall Street Journal, p. R1, 11/18/13).

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