# Future proofing your business – it’s time to listen to your customer’s needs Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2019-01-16 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: Future-Proofing Your Business: Insights from SPIN® Selling Experts Meta Description: Discover insights on adapting to the digital age, importance of quality customer service, and the rise of a more human approach to selling in a globalised URL: https://financedigest.com/future-proofing-business-time-listen-customers-needshtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/future-proofing-your-business-its-time-to-listen-to-your-customers-needs-1736840143144-compressed.jpg) **Rachel Massey**, Director of Marketing, at leading sales and negotiation specialists, Huthwaite International, the team behind the world-famous SPIN® Selling, reveals how organisations should future proof their businesses. You’ve heard it once, you’ve heard it a million times. The digital age has transformed the sales arena. And, as many are looking to technology and new sales approaches to adapt their business, a continued focus on quality [customer service](https://www.financedigest.com/transforming-to-customer-centric-service-in-financial-services.html "Transforming to customer centric service in Financial Services") and added value is at risk of being overlooked. The [digital age](https://www.financedigest.com/constructive-digitization-to-let-the-tissue-diagnostic-market-come-of-age.html "Constructive digitization to let the Tissue Diagnostic Market come of age") arrived in tandem with globalisation. Globalisation saw a greater [focus on cost](https://www.financedigest.com/cost-of-living-in-focus-as-australias-election-race-hits-final-stretch.html "Cost of living in focus as Australia’s election race hits final stretch") reduction such as outsourcing and offshoring. Has this led to a loss in quality and [value for the customer](https://www.financedigest.com/the-value-of-customer-centricity-to-c-suite-financial-strategy.html "The value of customer-centricity to C-Suite financial strategy")? Many would argue yes. And it’s a [key consideration for sales](https://www.financedigest.com/automotive-digital-key-market-unit-sales-to-witness-significant-growth-in-the-near-future.html "Automotive Digital Key Market Unit Sales to Witness Significant Growth in the Near Future") professionals. Whilst many feel the digital age must be accommodated and that’s certainly borne out by the increase in digital and social selling activity – there is also a growing [need for a more focused and human approach to selling](https://www.financedigest.com/soccer-deep-pockets-needed-to-persuade-glazers-to-sell-united.html "Soccer – Deep pockets needed to persuade Glazers to sell United"). The [rise in demand](https://www.financedigest.com/eyewear-market-rising-demand-or-trendy-and-fashionable-eyewear-drive-potential.html "Eyewear Market – Rising Demand Or Trendy And Fashionable Eyewear Drive Potential ") for organic produce, ethical business practices and locally sourced product is no coincidence. Society is breaking away from traditional capitalist behaviour and instead looking to feel more human again. Enter the ‘hipster’ movement – people looking to re-connect in an overly [digital world](https://www.financedigest.com/impact-com-releases-the-partnership-economy-a-new-book-that-guides-businesses-to-success-in-a-digital-world.html "impact.com releases The Partnership Economy, a new book that guides businesses to success in a digital world"). So, what does all of this mean for sales? A rise in [digital products](https://www.financedigest.com/geometric-progression-based-on-digitization-to-be-witnessed-by-reproductive-management-products-market.html "Geometric Progression based on Digitization to be witnessed by Reproductive Management Products Market") and services, should never mean the fall of quality customer service – and that includes sales. The savvy [consumer now requires more than just a cost-effective product](https://www.financedigest.com/bagasse-tableware-products-market-will-top-us-3-75-bn-by-2031-as-consumers-proclivity-for-eco-friendly-and-single-use-product-purchase-grows.html "Bagasse Tableware Products Market will top US$ 3.75 Bn by 2031 as Consumers’ Proclivity for Eco-Friendly and Single-Use Product Purchase Grows") or service, they want a cost-effective solution. Buyers – whether consumer or corporate – want to feel important, like they matter. As globalisation and digital connectivity has risen so too has our need for individual acknowledgement. We want the bespoke approach. We see this [time and time again in contemporary marketing](https://www.financedigest.com/automotive-timing-chain-and-belt-market-to-be-valued-at-us-10-20-bn-by-2027-comprehensive-research-report-by-fmi.html "Automotive Timing Chain and Belt Market to be valued at US$ 10.20 Bn by 2027 – Comprehensive Research Report by FMI"). From the success of the personalised Coca-Cola bottle, to the multi-million-pound budget channelled into bespoke [digital marketing](https://www.financedigest.com/digital-marketing-for-finance-and-insurance-firms-is-changing-are-you-ready.html "Digital marketing for finance and insurance firms is changing — Are you ready?"). If it isn’t bespoke, it isn’t of interest. Does this mean our product offering [need to change](https://www.financedigest.com/a-mindset-change-is-needed-in-the-financial-services-industry.html "A mindset change is needed in the financial services industry")? Thankfully no. But whilst your product may not be bespoke, your approach to selling it can be. The real priority for [sales people is to position their products](https://www.financedigest.com/flooded-lead-acid-battery-regional-landscape-production-sales-consumption-status-and-prospects.html "Flooded Lead Acid Battery Regional Landscape, Production, Sales & Consumption Status and Prospects") as solutions. It’s nothing new but it’s still a widely neglected part of the selling process. Where historically you may have sold features or even benefits, it’s now more important now than ever, to adopt a more consultative approach. Before jumping into a sales pitch, get to [know your customer’s needs](https://www.financedigest.com/knowing-your-customers-needs-is-essential-for-banking-innovation.html "KNOWING YOUR CUSTOMERS’ NEEDS IS ESSENTIAL FOR BANKING INNOVATION"). What are the issues they are facing, what is it they want from your [product or services](https://www.financedigest.com/rebound-in-the-oil-gas-exploration-and-production-activities-to-boost-mobile-servicing-rig-market-fact-mr-report.html "Rebound In the Oil & Gas Exploration and Production Activities to Boost Mobile Servicing Rig Market, Fact.MR Report")? This information is vital – whether you’re making a multi-billion-pound [deal or selling](https://www.financedigest.com/trump-reaches-375m-deal-to-sell-dc-hotel-wsj.html "Trump reaches 5M deal to sell DC hotel – WSJ") a chocolate bar. If you don’t understand the [needs of your customer](https://www.financedigest.com/the-bank-of-me-why-banks-need-to-be-totally-customer-centric.html "The bank of me – why banks need to be totally customer centric"), simply put, you don’t know what you’re selling. Let’s take the high [value sale](https://www.financedigest.com/in-line-transit-time-ultrasonic-flow-meters-sales-are-set-to-be-valued-at-us-337-5-mn-in-2021.html "In-Line Transit Time Ultrasonic Flow Meters sales are set to be valued at US$ 337.5 Mn in 2021") as an example. Is your customer buying it to [save money](https://www.financedigest.com/4-ways-small-businesses-can-save-money-while-outsourcing.html "4 Ways Small Businesses Can Save Money While Outsourcing") in the long term, or to increase revenue in the short term? Are they buying it to replace an existing obsolete model? Or to replace jobs previously done by people. Purchase drivers can be more varied and complex than these simple illustrations but you get the idea. The lesson is, ascertain the answer and you can [position your product](https://www.financedigest.com/creating-a-positive-and-productive-culture-within-the-workplace.html "Creating a Positive and Productive Culture Within the Workplace") more persuasively. It may be the high value product you’ve sold a million times, but you’re selling it to an individual [every time](https://www.financedigest.com/how-to-nail-your-banking-audition-every-time.html "How to nail your banking audition every time") – change your sales approach to accommodate their needs. We desire greater recognition of our humanity and individuality. The seller who recognises and responds to this through will differentiate for more effectively than the seller who doesn’t. If you want to hear more about how Huthwaite International can help your sales team increase [business revenue](https://www.financedigest.com/fluid-coolers-market-by-covid-19-impact-analysis-volume-and-value-revenue-business-opportunity-future-projections-and-key-trends.html "Fluid Coolers Market By Covid-19 Impact Analysis – Volume And Value, Revenue, Business Opportunity, Future Projections, And Key Trends"), contact information@huthwaiteinternational.co.uk --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---