EYE FOCUS | SPECIAL FEATURE
Viewing sales from a different lens:
INTRODUCING PRESCRIPTIVE-BASED SALES
By Trudi Charest, Marketing4ECPs
There’s something that seasoned sales
professionals do better than everyone
else and it has nothing to do with
their chemistry, charisma or charm.
In fact, it has nothing to do with them
at all and everything to do with how
they frame the sales conversation.
Why Most People Struggle
When Selling
When most people “sell,” they do so
from a lens of having to convince the
26 EYE FOCUS | September Digital 2020
person they are selling to that their
product is the one to buy. This approach
isn’t necessarily bad, but it isn’t ideal,
and it runs contradictory to how
people are wired: we generally don’t
buy things because of the fancy gizmos
they have; we purchase them because
of the problems they will solve.
Effective Needs Analysis
is a Sales Cheat Code
The benefits a person perceives from
a product are rooted entirely in their
needs. A computer programmer
that spends 12 hours a day in front
of a screen is going to have different
needs than a tile setter or other
tradesperson.
One of the best ways to uncover
these needs is via prescriptive needs
analysis.
Picture this: you make an appointment
with your doctor because you’ve
noticed that you feel lethargic and
generally unwell. Your doctor comes