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Understand Customer Needs in Sales

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Your question is Understand Customer Needs in Sales. Take a moment with it on the right.

Talk me through your thinking if you like. When you're confident, submit your answer and I'll grade it like a real screen (7/10 or better passes).

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Problem

Scenario

You're speaking with prospective customers for a business service, and your goal is to understand what they actually need before recommending a solution. The challenge is separating stated requests from the underlying problem they are trying to solve.

Question

How do you approach understanding customer needs in a sales context?