Note: The materials below are designed to help you understand how to use the Hourglass-Method Client Needs Analysis (CNA). It is also important for you to properly prepare for the Hourglass-Method CNA. For more on that, check out: Preparing for the Hourglass-Method CNA.
Lots of selling systems talk about the importance of the CNA. In 3R Selling, we teach a dramatically more effective CNA we call the Hourglass-Method CNA. This method helps you logically sequence the five phases necessary to conduct an effective and successful Client Needs Analysis. Even the CNA itself will have more focus, more power, and more direction when you use the Hourglass Method!
Phase 1—Comfort: Quickly set the tone of the meeting, including agenda and objectives (yours and theirs), establish rapport with the client, and establish your credibility
Phase 2—Survey: Search across a broad range of possible needs, gradually narrowing the conversation to the top Key Marketing Challenges (KMCs).
Phase 3—Assignment: Isolate the highest-priority KMCs and settle upon one or more of them to work together with the prospect to solve.
Phase 4—Analysis: Go deep and discover as much information as you can about the top KMC (or KMCs).
Phase 5—Contracting: Address and align expectations regarding the next steps
How long does it take?
A good Hourglass-Method CNA with a new prospect may take 30 minutes and be completed in one sitting, or it might take well over an hour and span two or three meetings. It’s hard to put a time limit on it because you should stay focused on the goal… uncovering one or more KMCs and then discovering as much information as you can about those KMCs. Sometimes this happens quickly; other times not. But you cannot move on without a successful CNA, one that had five successful phases.
Once the prospect becomes a client, the CNA should be a steady diet. You should always be learning more about their needs, making the CNA more of a mindset than a one-time meeting.
Resources here will help you effectively use the Hourglass-Method CNA.