What Do You REALLY Know About Your Customer?

As part of the BEyond Sales series, this month we’re focusing on BEing Inquisitive
This weeks focus: BE Knowledgeable – What Do You Need to Know?
For sales professionals everywhere.

The most successful salespeople aren’t the ones who know everything about their products—they’re the ones who know the right things about their customers.

Sure, product knowledge is important. But understanding your customer? That’s where real sales success lives. Floyd Wickman said it best: “What’s in the mind of your customer?” Until you can answer that, you’re guessing.

What Should You Know About Your Customer?

1. What Are Their Priorities?
Every customer walks through the door with a list of considerations—some they’ll tell you, others you’ll have to uncover. These priorities shape what they want, how much they’re willing to invest, and how they make decisions. Your job is to align your recommendations with what matters most to them.

Action Tip: On your next sales call, ask, “What’s most important to you about this purchase?” Then listen—really listen—to what they say.

2. What Problem Are They Trying to Solve?
Every sale solves a problem. Maybe something broke. Maybe something’s missing. Or maybe life changed—new baby, downsizing, or a long-overdue home makeover. Understanding the gap between where they are and where they want to be gives you a roadmap to guide the sale.

Action Tip: Use a simple question like, “What’s not working with your current setup?” to dig into their pain points.

3. What’s Their Vision?
Some customers know exactly what they want. Others? Not so much. Either way, it’s your job to help them get there. Are they visual thinkers who need pictures and samples? Or are they focused on function and practicality? The more you know about their vision, the better you can tailor your solutions.

Action Tip: Ask, “When you imagine the perfect result, what does it look like?” and let them paint the picture.

4. Where Are They in Their Buying Process?
A customer browsing on day one needs a different approach than someone ready to buy today. Knowing where they are in their decision-making journey helps you focus your time and follow-up efforts effectively.

Action Tip: Try asking, “How long have you been looking, and when are you hoping to make a decision?” This frames their timeline without pressure.

Great salespeople don’t wing it—they have a set of questions they ask every time. If you don’t have your go-to list of discovery questions yet, start one today. And if you do, take a fresh look. Are your questions really getting to the heart of what the customer wants and needs?

Next week, we’ll dive into how to ask these questions—so you can guide the conversation and uncover everything you need to know to close the sale.