What’s in this article for you?
The article discusses the importance of understanding Critical Business Issues (CBIs) in sales. CBIs are the specific objectives that individuals or organizations are at risk of not achieving. It explains that CBIs are different from general problems or reasons and are more closely tied to measurable objectives. The article provides examples of different scenarios where CBIs might arise, such as in sales, operations, IT, and project management.
It emphasizes the need to uncover CBIs rather than just addressing surface-level problems or reasons, as CBIs are what drive decision-making and action. The article suggests using “why?” questions to uncover CBIs and highlights that higher-level executives are more likely to articulate their CBIs directly. It also discusses the concept of “The Chain of Pain,” where a manager’s Problems/Reasons may be their staff members’ CBIs.
Lastly, the article touches on the importance of enablement in understanding prospect CBIs, suggesting that organizations create assets to support this process. It also suggests researching unfamiliar job titles to understand their likely objectives and CBIs.
