Earlier this year, I decided to install some video security monitors on the outside perimeter of my house. I contacted the three best service providers (one national, and two local), and set up times for demonstrations and discussions at my home.

The representatives of each company were polite, professional and did an excellent job of showcasing the features, functions, and pricing of their respective products.

And not one of them asked me this question: “Why have you decided to install video security monitoring of your premises?”

I suspect that I know why this happened. I had actively contacted each of the vendors, and expressed a sincere desire to buy. As a result, they knew that they had a “live one”, and assumed that features, functions, and price would win the day.

Of course my reason for buying could well have dictated the features that I needed, and the price I was willing to pay. Did I want to catch my neighbor’s dog in the act of eating my flowers? Was I concerned that my kid was sneaking out of the house at night? Had there been a recent uptick in crime in my neighborhood?

The sales person who understood my actual needs and/or fears would have been able to offer me a far more personally-tailored solution. And they all missed the boat.

So don’t let this happen to you. Even though you’re certain that a prospect is going to buy, you still need to do your due diligence. Ask good questions, understand his perspective, and propose solutions that are specific to his needs.