The Client Needs Analysis (CNA)

The Client Needs Analysis (CNA) is the foundation upon which Customer-Focused Selling is built. Your Account Executive is being customer-focused when your needs are providing the focus, power, and direction for the development of your marketing campaign.

The notion of doing a CNA has become so universal in almost every industry, that nearly every salesperson on the face of the Earth believes she does it. But the ugly truth is that most of these so-called CNAs are simply a device to determine as rapidly as possible which product to pitch to the prospect.

A genuine Client Needs Analysis is an ongoing process, a way of doing business, a mindset the marketing professional brings to his work. Genuinely curious people… genuinely empathetic people… genuinely perceptive people… all tend to do superior CNAs.

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