Salespeople may miss opportunities for a myriad of reasons, which can include selling too low in the organization, ineffective networking with decision-makers, or looking for a way to insert a solution instead of learning what customers value and need most to grow their businesses.
Most of what salespeople miss can be uncovered within the discovery stage of the sales process. Discovery is not documenting what your customer says they need. Effective discovery is asking questions that go below surface issues and listening critically as a means of diagnosing customer challenges. This approach creates value for your customer and advances their business.