Some people see problems and solutions.
I see changes and destinations. —Brett Clay

Understanding the customer’s problem is really important. As salespeople, we often have a solution looking for a problem. Our job is often to find someone who has the problem that can be solved by our product.

However, problems and solutions are just the tip of the iceberg. Under the surface are all of the forces and changes acting on the organization. When an organization responds to the forces acting on it by making a change, a problem “surfaces.” The problem on the surface is merely a symptom of the forces acting under the surface.

For every problem recognized by an organization and for every solution vendors offer to solve the problem, there are many forces at work in the organization. It is common for customers to be well down the path looking for a specific solution when they have not adequately defined the problem, let alone thoroughly assessed the underlying situation.

You will be valued far more by the customer if you assist in addressing the underlying issues. You will also find a much bigger set of opportunities under the surface.

Look for the problems and solutions. But then look underneath the surface.
Ask the following questions, using terms the customer is familiar with:

If the customer is confronted by an urgent and critical problem, she may only be willing to discuss immediate solutions to bandage the problem quickly. Pick the appropriate time to probe under the surface and discover the underlying causes. You will likely build your understanding of the forces acting on the organization over time. The key is to have a mindset of looking for forces and changes rather than merely looking for problems.

Listen to the customer’s description of the problem and the ideal solution. Discover the forces and changes happening under the surface. Address underlying issues to identify bigger opportunities, deliver more value, and grow your revenues.