How to map customer needs into your sales process

To stay relevant in the market, companies have to focus on enhancing their existing products and services. However, they sometimes tend to miss out on the most important component that is required to achieve growth – the customers.

For instance, a company may have high-quality products and exquisite services but finds it difficult to attract customers. It usually happens if the company fails to meet the basic needs of the consumers it is looking to target. As per research conducted by Microsoft, 52% of people around the globe believe that companies need to take action on feedback provided by their customers. As such, understanding and being responsive to the customers’ needs should be the primary focus of any enterprise that wants to ensure longevity and profitability.

So, what are the typical needs of a customer? The following are some of the essential requirements of customers that companies should take into consideration.

Convenience: In the digital age, convenience has become the most important need of consumers, who now wish to shop everything from the comfort of their home. Hence, the primary aim of your offering should be to provide a convenient solution.

Functionality: Customers will buy your product only if it has the easiest solution to their problem. Thus, it is important to keep the functionality simple so that it is easy and intuitive for the customer to use.

Experience: The product has to perform up to the expectations of the customers. Also, the process of buying the product has to be simple. It has to be backed by dependable customer support that is always available to help customers with any issues they face during or after the purchase.

How to map these needs?

To map these needs into your sales process, you can start with visualization of every step the potential customer goes through while engaging with your company and your offerings.

You can then segregate the steps taken by different into various phases across multiple touchpoints. Subsequently, you can create a seamless map that unifies these fragmented actions. Once you have the unified map, you then have to identify the friction points faced by the customers.

Next, using the appropriate tools and technology, you can then work on finding the right solutions that cater to the specific needs of the individual customers.

For instance, a sales management software can help your sales teams to interact with your prospects to identify their essential requirements. Using the sales management software, you can analyze the need of each prospect separately. Following this, you can personalize your offerings in a way that customers are compelled to purchase your products.

Also, using a CRM software which works in tandem to your sales management software, sales teams can collect and manage your prospects information much more efficiently. Using this information, you can create multiple opportunities to improvise your offering in a way that it not only meets the essential needs of your customers but also exceeds their expectations.


Consumers are often in lookout for a solution that can meet their expectations and is able to solve their problems in the easiest way possible. Companies that focus on these essential needs of the customers will not only find it easy to improve their market share but can also ensure longevity and growth.