Identifying Client Needs & Pain Points

[boltexfasteners]

Hi guys,

I am looking to very experienced and successful people in b2b sales to help answer this question.

A bit about me ... for the last 3 years I have been working for a company who manufactures special bolting (full certification, testing and traceability) and machined components, in special materials (superalloys) for the Oil and Gas industry mainly.

I am employed as a Project Manager / BDM and have been a top performer in sales for the last two years. I am constantly striving to improve and always looking for better techniques etc ...

I constantly hear from sales people in other industries, 'find out your prospects real needs and pain points during qualifying stage'.

I understand the concept of this, but to start asking about clients problems in their supply chain on a first call I find very intrusive. I understand why you'd try to go down this route if you're trying to solve a problem by means of a new product, but not when potential clients are already buying the same product from another source.

I have always won my business by conducting new calls with introducing what we do, current companies we work with etc... Then finding out what products they use, materials, certification etc they use afterwards during my qualifying phase. I then usually go on to explain our areas where we excel, such as our flexibility, attention to detail and so on ... and then go on to ask how i go about seeing their enquiries / what projects they are currently working on.

But in these kinds of cases where a client is already buying the same products, and the fact that we are manufacturing to client drawings etc ... What do you guys suggest is the best way to gain insight into their problems?

Of course like I say, i get the concept. The main problems in our industry amongst our competitors is lacking the ability to turn parts around very quickly (our shop floor runs 24/7), late deliveries and quality issues.

However, what would you experienced lot suggest I do that will genuinely help me further when speaking to new clients for the first time by means of an intro call?

- any particular questions you recommend I ask?
- any particular order.

Just after help to improve my structure further, and believe that these kinds of forums are the best place to do that.

I look forward to hearing your advice and comments...

 

[Mr D]

I get the concept, though have done less softly approach in sales.

Reading through it a couple of times it appears to be when aiming at new customers rather than adding more work from existing customers who already have a relationship and presumably think well of your company?

 

[boltexfasteners]

I get the concept, though have done less softly approach in sales.

Reading through it a couple of times it appears to be when aiming at new customers rather than adding more work from existing customers who already have a relationship and presumably think well of your company?

Hi Mr D - thanks for the post.
Yes, i am talking about going after potential new clients, not so much adding more work from existing clients. What are your thoughts on what I'm trying to ask?

 

[Leo Salazar]

What do you guys suggest is the best way to gain insight into their problems? ...The main problems in our industry amongst our competitors is lacking the ability to turn parts around very quickly (our shop floor runs 24/7), late deliveries and quality issues.

Assume, then, that if your sales target is relying on a competitor's service, that they, too, are suffering these problems as well.

A new target, especially on the first call, is not going to be open to you, a stranger, about their problems. Revealing what doesn't go well requires a trust relationship, and you're not there yet. If you make the assumption that they are suffering the same problems as everyone else and if your service is a solution to these problems, then work this into your pitch.

Will this resonate with the sales target? This is the art. If your call is face-to-face, you might be able to feel it in their body language and how they respond to you. It would be ideal if you could get the target to explicitly state that they, too, suffer these problems. But just as effective, perhaps more so, is to get their implicit buy-in.

 

[boltexfasteners]

Assume, then, that if your sales target is relying on a competitor's service, that they, too, are suffering these problems as well.

A new target, especially on the first call, is not going to be open to you, a stranger, about their problems. Revealing what doesn't go well requires a trust relationship, and you're not there yet. If you make the assumption that they are suffering the same problems as everyone else and if your service is a solution to these problems, then work this into your pitch.

Will this resonate with the sales target? This is the art. If your call is face-to-face, you might be able to feel it in their body language and how they respond to you. It would be ideal if you could get the target to explicitly state that they, too, suffer these problems. But just as effective, perhaps more so, is to get their implicit buy-in.

Leo , appreciate the comment.

When talking to a new potential client, I ask them about what products they use, specifications, what lead times they work to etc. Once I believe the client is a good potential client and is 'qualified, I basically tell them about similar work we do that's in line with what they do, and tell them that we usually earn new opportunities when clients are struggling with a critical delivery for example.. start small and build from there, before asking what I would need to do to start seeing some of their enquiries.
Is this what you mean by your post ? Are we on the same page ?

I'm just a bit confused because I've been in sales a long time now and have done well by building a nice customer base doing what I'm doing. However, people i do speak to (although mainly in b2c sales) .... all the websites about selling is about asking client more invasive questions, based on finding their needs and pain points.
Am I totally on the wrong tracks here ? Are these websites and so on aimed at selling different kinds of things ?

 

[Leo Salazar]

Am I totally on the wrong tracks here ? Are these websites and so on aimed at selling different kinds of things ?

I would say, yes, apples and oranges. My experience is that most of what you see on the internet about sales is targeted towards B2C and the small entrepreneur/sole trader. I've become very skeptical with most of the general sales 'advice' that's offered on the internet.

While I admire, very much, your willingness to challenge yourself and learn new approaches and techniques, you seem to be doing very well doing what you're doing. After all, as they say, the secret to success? Do more of what works, less of what doesn't.

 

[boltexfasteners]

I would say, yes, apples and oranges. My experience is that most of what you see on the internet about sales is targeted towards B2C and the small entrepreneur/sole trader. I've become very skeptical with most of the general sales 'advice' that's offered on the internet.

While I admire, very much, your willingness to challenge yourself and learn new approaches and techniques, you seem to be doing very well doing what you're doing. After all, as they say, the secret to success? Do more of what works, less of what doesn't.

Leo, really appreciate your input. Thanks very much.

 

[Mr D]

Hi Mr D - thanks for the post.
Yes, i am talking about going after potential new clients, not so much adding more work from existing clients. What are your thoughts on what I'm trying to ask?

Most of my experience is B2C with some B2B where customer approached us.
Only a couple of instances of selling cold to businesses.

Yes what you have come across from others works for B2C - it's intrusive still but customers appear willing to accept some sales techniques. And some of us can be at least a little subtle and charming.

B2B I focus on coming up with a potential problem (in my case a cosmetic one) and showing the solution. 120 matching items all in one colour for one sale.
Not sure the buyer had thought of the problem before I raised it.

 

[antropy]

It is always a hard balance trying to get to know a potential new client and over stepping too quickly and becoming intrusive. All I can say is, and I am sure you already know this, but gauging from call to call about how quickly someone will open up to you is the most important part. Alex

 

[MBE2017]

I have worked in both b2b and B2c sales over the years.

I think your current approach in b2b is similar to my method. I often gained new clients by solving hard to order items which they had been waiting several weeks for, often delivering within 24 hrs. With b2b I found it is about building a long term relationship, trust is never easily gained, but it stands the test of time. I always worked to basics, honesty, integrity etc.

That said, I would never discount some B2c strategies either, I always referred to myself as a salesperson, not a rep. I was not interested in having a cup of tea, dropping off brochures, I first and foremost wanted orders, too the extent I would cheekily offer to write the order for my b2b clients.

It sounds like you are doing well to myself, keep working on staying on course and you will do fine.