We cause problems for ourselves when we assume that we know what someone else needs by the first thing they say. But that’s often listening to respond. Not listening to truly understand. A simple follow-up question is “What are you trying to do?”
In sales, your prospects don’t know your services. They might be asking for something you don’t do, or isn’t the right fit. If you assume that you know, you may not find out exactly what they need. If you make a recommendation about what they should do before you know what they’re trying to do, it’s about selling your stuff, not about helping them.
For clients, if we fail to ask this question, it’s about our process rather than their goals and dreams.