Symptom: We sometimes sell clients something other than what they most need.
Clients may initially ask to buy only what they know you can sell them. In fact, you might be able to sell them something much more appropriate to their needs.
Or clients may not be sure in their own minds about what they want to buy. In either case, clients are likely to be unsatisfied with your results.
The organization can do a great deal to help clients clarify their requirements. Beyond then, it can help clients find ways to enhance their business strategies through use of the organization's products. Its (internal) Sales function can offer a facilitative, business-driven opportunity-discovery service that leads clients to buy just the right things.
Another (more generic) way to state the problem is as follows:
