Have you ever asked what conditions would exist that would cause someone to need another firm’s services?

This is a good question to ask when one is trying to identify firms that might find value in an introduction or in one’s services. It is also helpful when planning a sales or marketing strategy.

One may also want to turn the question around and ask what conditions will not exist in firms that need the services.  This approach is called “reversal.” 

By combining the basic question and the reversal, one can develop a better understanding of the situation and the person’s needs.  This allows one to provide better introductions, information, and more clearly identify the business drivers and vision that is contributing to an interest in one’s services or business.

As an example, one might ask the following questions:

What conditions will exist when the project is successful?

What conditions will not exist when the project is successful?

Think about some questions that you typically ask.  Have you tried asking the opposite question to help you test the answer more clearly?

Revised January 4, 2007.

Filed by Coleen Davis at 10:33 pm under Business Tips, Customers, Planning Tips