We have a clear target: identify who can be attracted by our story.
To archive this, we have to explore personal needs and then link them to the benefits of our product/service.
Needs are hidden in their experience, so we have to dig.
Building a profile is a matter of relation. If we have it, we already have a lot of elements to put on the map. If we are establishing it, we can discover those elements while we are becoming familiar with the customer.
An experienced seller knows the importance of this step: giving greatness to the person remembering personal happenings and so on. For him is the suggestion of experience, but we can start from here: draw the outcomes and build a best practice.
Needs are often referred to as personal.
But in B2B needs are also referred to the role. When we are building a profile we must consider both; take care of the person and the pro. For example, a buyer will need a better price, but he/she could show an upper discount to enforce his/her visibility in the organization. This is a simple case that addresses both.