For a demand generation person,the question of “Why” is critical to ask your prospects so that you cansell the value of your (solution, asset, service) and not thecost of it.
“Need” is different than “Why” – and yet, most folks don’t dive deep enough to move from the former to the latter. Let’s take the instance of someone who is seeking a DAM solution (Digital Asset Management).
The “Need” may be initially described to the demand generation folks as “I’m looking for a DAM solution to streamline my company’s storage and retrieval of digital content.”
But by asking “Why” type of questions, you could determine that the company is really trying to handle a growing amount of content while trying to downsize its staff numbers and the Legal department is concerned that the company is keeping digital content that they no longer own the IP rights on.
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