Having spent the past few years with Fujitsu in more of a partner-centric/ business development capacity, I’ve been dusting off my sales shoes getting up and running with my new role here at XCM. One of the things that bubbled up to the surface very quickly is the importance of understanding a client’s needs, and helping them understand how my solution or service can either fix their problem, or open doors to opportunities that they might not otherwise be able to explore.

A few weeks ago, I spent some time with my boss, Bob Locke, in Kansas City during the Boomer Technology Circle Summit (which, BTW, is an event that I highly recommend to anyone who hasn’t been before). During our chat we laid out the four main reasons why a firm would implement XCM Solutions Workflow:

• Time Savings/ Increased Efficiencies
• Compliance
• Client Satisfaction
• Personnel/ Recruitment Tool

As we discussed these four areas, Bob used examples of firms who had recently purchased XCM in order to avoid fines that they had incurred the previous year for being out of compliance. Now, these firms will certainly appreciate the other benefits as added value from the new solution, but it became clear that had we tried to sell them on client satisfaction, or using new technology as a way to recruit young hungry talent, we most likely wouldn’t have uncovered their true pain point – and might not have earned their business.

Of course, since I tend to live my life seeing everything through 4” high heels, I couldn’t help but think of the example of walking into my local Nordstrom shoe department, being greeted by the friendliest of salesmen, and being asked “What are you looking for today?”. See, Freddie (yes, my shoe guy’s name is Freddie) knows me well enough to ask. If he were to see me coming and immediately fetch the perfect pair of orange python Miu Miu pumps from the back room, regardless of how much I love or want (need) them, when I’ve come in for a new pair of Nike Frees for my travels, then he’s missed the opportunity. I’ll likely go down the way to the Nike store to make my purchase.

Now, if instead, after asking me why I’m there, he returns from the back room with a great pair of Frees and happens to also bring the amazing orange heels (ok, they were on sale anyway), then I will be much more likely to try on both, and knowing me, return home with a much bigger smile on my face (and a little more motivation to sell some software).

Now I realize that shoes and software don’t have all that much in common – but the situation is really similar: in both cases, understanding the client’s needs and motivation for a purchase is what should drive any sales cycle. Sales professionals who make this part of the discovery process will be much more likely to be successful – and, as a by-product, will build stronger relationships with their clients because they have shown that they truly care about what their clients need vs. just making a sale.

Now, if you’ll excuse me – I’m about to run into Saks…wish me luck!