Discovering Your Prospect's REAL Requirements

Hear what the customer actually values

To your prospect, value comes from meeting their REAL business requirements. Yet despite all the training and emphasis on "listening to the customer," what the customer really values seldom gets heard — so your solution claims fail to resonate.

You'll practice the Problem Pyramid™ — the disciplined tool for systematically discovering the requirements the customer values most — and the interviewing and analysis skills to get past solution-focus and understand value from the customer's perspective.

Participants will learn

• The role and importance of defining business requirements accurately and completely
• The distinction between the customer's (business) requirements and the product's (design) requirements
• Using the Problem Pyramid™ to define problems, causes, and REAL requirements clearly
• How to gather interview data, spot the important things, and interpret them meaningfully
• Linking your solution's differentiating features to what the customer values most

Three modules, hands-on