If you don’t know the answer to these 2 questions you’ll always struggle to close more deals:

1) WHY do they really want a solution?
It’s not to “increase revenue” or “reduce OPEX”
There’s a deeper reason that is emotional..
$$$: We need a solution because we our data systems are a nightmare to use and I promised our CTO i’d have something in place by end of quarter

2) How do I align my solution with their “WHY”
This is where you tailor your solution to fix their specific Pain
🐲: When you say your data systems are a nightmare can you give me an example what you mean?

They will explain
Then you quantify it in terms of lost time, money, etc
Twist the knife further:
🐲: Why does the CTO believe [category of solution] is right solution as opposed to [alternative]?
🐲: What’s he gonna say if you don’t have something in place by end of quarter?

Then during your demo you position your solution as the key to making the prospect the hero of their story