What is a needs analysis?

A needs analysis is a structured process where the salespeople maps the customer’s challenges, needs, goals, and underlying priorities.​

Traditional needs analysis is based on the assumption that the customer has good insight into their own needs.

Problemet med detta är:

  • ​ Customers often lack a complete understanding of their challenges and/or opportunities
  • Different stakeholders within a customer's organization often have varying opinions on what should be prioritized.

This is why needs analysis must evolve. It’s no longer about uncovering needs but about creating understanding. Click here if you want to read more.​

​Together with the customer, you build understanding, a prioritized order, and a roadmap—which allows you to act strategically instead of reactively.​

A modern needs analysis - a shared journey

We see needs analysis as a collaborative process where the salespeople and customer work together to create clarity, alignment, and direction. It consists of four steps:

Identify goals and challenges – Together

The customer often doesn’t see the full picture on their own. Therefore, the salespeople must contribute new perspectives, research, and experience to help the customer define their goals and challenges.​

Create alignment among stakeholders

There are often multiple decision-makers on the customer’s side—and they don’t always agree. The salespeople’s job is to facilitate a conversation so the various stakeholders at the customer’s company can reach alignment on what is actually most important.​

Prioritize correctly

Even if there are many needs, everything can’t be done at once. The salespeople must help the customer prioritize: What should be addressed first? What is realistic based on time, budget, and resources?​

Set the plan to move forward

The final step is to jointly define a concrete plan—with clear actions and responsibilities—for how the work will get done and the results will be realized.​
This is more than a traditional needs analysis. It’s a process where the customer and supplier build understanding and direction together.​

Results you can expect:​

  • The customer gains clarity on their goals and priorities
    ​Through insight-driven questions and new perspectives, the salespeople helps the customer define and prioritize their goals. The result is a clearer picture of the challenges and a more distinct plan for moving forward.
  • The salespeople earns trust and creates value even before a solution is presented
    ​The salespeople positions themselves as a strategic partner, not just a supplier. By providing value during the needs analysis, a strong trust is built that is crucial for moving forward.
  • Together, you build the foundation for a long-term partnership
    ​The collaborative process creates alignment and proves that you can work effectively together. This lays the groundwork for a sustainable partnership that extends far beyond a single transaction.
Ready to take your needs analysis to the next level? We’ll help you make the journey together with your customers — from ambiguity to alignment and implementation.
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