Sales Thought: Do you have a “holistic” view of your customers’ business needs? Or do you just “respond” to the customer request, as presented to you?
Your position, even with your best customers, is variable and at the whim of changes within your customer’s world that you don’t control. New management, new business directions, new processes, and new philosophies at the account, all equal account risks. Understanding these account risks can ensure you are not just “responding” to a request, but are also providing background context for understanding the reasons behind the request.
It is important for you to learn and understand what is driving a customer’s request. Think about it as a skill or technique for getting to the heart of the matter. This means that you ask specific questions that will lead to a holistic understanding of what is driving your customer to make this request, or at least to make a move in this new direction.