Conventional salespeople sold based on needs and benefits, but today’s buyers do not want features. They need impact. Impact, however, comes in different forms. Emotional Impact includes things like keeping peace of mind, while Rational Impact entails thinks like saving money.
The customer’s desired impacts are often hidden many layers deep, which may require you to go many questions deep. By diagnosing the customer’s situation, you can uncover the underlying Impact they are looking to achieve. Impact is what differentiates the nice-to-have from the must-have solutions.