--- title: Now That We’ve Won Your Business, I’d Like To Learn A Little About You | The Sales Blog description: I heard a salesperson say something fascinating (and disturbing) today. He said, “And it’s really important for us to learn about our clients needs when we have our new client kick off meeting. What? When we have the kick off meeting? You’re probably wondering how the salesperson wins new business. He wins new business through […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_125741561.jpg --- ### [Now booking SKO meetings for 2026/27! 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He said, “And it’s really important for us to learn about our clients needs when we have our new client kick off meeting. What? When we have the kick off meeting? You’re probably wondering how the salesperson wins new business. He wins new business through [an RFP process](http://thesalesblog.com/blog/2012/03/11/wait-before-you-respond-to-that-rfp/) executed and operated by brokers. He is universally behind the sales process. In this process, everything the buyer wants is detailed in a request for proposal. The sales organization generally has to agree to everything in the request proposal as a condition of being allowed to compete (or, more accurately, [provide pricing](http://thesalesblog.com/blog/2013/07/01/price-and-mutually-assured-destruction/)). But if all the needs are captured in a request for proposal why wouldn’t those needs be known before a kick off meeting? And the answer is simple: the kick off meeting is where the buyer and seller interact for real for the first time; it’s where the discover their real needs. #### In Front Selling from behind the process is terrible. It’s terrible for sales organizations. And it’s terrible for organizations that are buying. Without truly understanding the client’s needs, the sales organization is set up to fail. They haven’t done the work that would allow them to succeed, and they’re still behind even after having won. In fact, they may not have been the right choice to begin with. They may just have been the best [show horse](http://thesalesblog.com/blog/2010/09/20/the-difference-between-a-show-horse-and-a-plow-horse/) the boardroom. This salesperson’s organization churns clients. They lose accounts through the deep dissatisfaction that usually starts about six months into their contract. The reason they have a systemic problem with churn is because they’ve adopted a process that doesn’t allow them to know their customer and their real need, and that same process doesn’t allow the customer to know there suppliers real solution or capabilities. If you’re just learning about your clients needs at kick off, you’re both way behind. In human relationships and complex business dealings, [slow is fast and fast and slow](http://thesalesblog.com/blog/2012/11/06/fast-is-slow-slow-is-fast/). #### Questions How much time do you spend really understanding your dream client’s needs? Mistakes are made, but whose fault is it if you are surprised at your dream client’s difficult demands after having won? How do you get in front of the sales process when your buyer’s process is at arm’s length? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on October 29, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-06-16T3:23:40 PM", "datePublished" : "2013-10-29 21:10:55", "description" : "I heard a salesperson say something fascinating (and disturbing) today. He said, “And it’s really important for us to learn about our clients needs when we have our new client kick off meeting. What? When we have the kick off meeting? 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