Beneath the stated requirement.
WHAT THEY SAY THEY WANT
Features, specifications, a price.
WHAT THEY USUALLY WANT
A problem to stop Not to be blamed for a bad decision Less work for themselves Certainty
WHY THE SECOND MATTERS MORE THAN ADMITTED
Buyers are accountable internally for their choices.
WHAT THAT IMPLIES
Give them what they need to defend the decision.
WHAT THAT LOOKS LIKE
A written case Evidence References Clear terms
WHAT LESS WORK MEANS
Doing things for them: migration, setup, documentation.
WHY IT SELLS
Their time is the constraint you can relieve.
WHAT CERTAINTY MEANS
Knowing what happens, when, and what it costs.
WHAT UNDERMINES IT
Vague timelines Prices that may change Unclear scope
WHAT TO ASK TO REACH THE REAL WANT
What would make this a success for you personally.
WHY PERSONALLY
It surfaces the individual motivation beneath the organisational one.
WHAT TO LISTEN FOR
What they are worried about.
WHAT TO DO WITH IT
Address it explicitly.
WHAT TO AVOID
Answering only the stated requirement.
WHY
You will be compared on specification, where someone is always cheaper.
