When selling various products and certainly services it's necessary to build the value of how the product or service fulfills a particular need for a prospective client.
One good reason to gain understanding of a potential client's needs/challenges and indicate to them how your product or service will solve their problem is to showcase the value of solving their need.
I'm not talking about the price or cost of solving their need (though that is ultimately important too), but their perceived value -- why it's important for them to solve this particular problem.
Usually the kind of perceived value I'm referencing is a cost savings or time savings over them doing it themselves. For example, I came across this carpet cleaning site, http://www.praisecarpetcare.com/, and they offer a bunch of cleaning packages that can absolutely save time and money over me trying to do it myself without the right equipment and experience.
Another area of value is a specific skill-set that's involved with the service a business provides that not everyone can do. In this case, such value is the know-how to fix something, perhaps like a plumber, or an electrician.
By understanding why your potential clients and customers are looking to buy can help you refine how you market and communicate the value of your product or service to them. By asking questions about your potential buyers' needs and helping point out what they've identified is of value to them you can command prices that are more in line with what you need to charge to cover expenses and turn a healthy profit.
Posted by Nick Venturella