Every once in a while, a statistic doesn’t just catch your attention—it slaps you awake. And reminds you of what customers want. Like this one shared by a customer: “When a farmer invests USD 16,000 in our soil testing, he unlocks savings of USD 100,000—simply by using less, but better-targeted, fertilizer.” Read that again. Sixteen
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“We want your software (or training or whatever it is you are selling).” No, it’s not the software or training they want to spend money on. It’s performance and productivity they want to improve. In understanding customer needs in sales, “We want your software” represents the surface need, while enhancing productivity by reducing drop-off rates
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