There are some important questions to ask if we want to properly understand the customer’s TBE (as introduced in Chapter 20):
• Do they have problems with the way they buy from us?
• Do they have problems with the way they receive and use our products?
• Do they have problems when selling their own products in their own markets?
The emphasis here is clearly on identifying their problems. There is no solution without a problem – something known by every sales professional who has ever had to sell their company’s latest ‘cure for a disease the customer doesn’t even know they have’.
Figure 21.1 illustrates the tool that we will use to answer these three questions, identify the problems, and so focus our minds ...