Buyers go through many phases on their journey from thinking there might be a business problem to finding a product or service to solve it. Initially, they may not be aware that there is a specific need, only that there is something off, small difficulties that they are ignoring as just part of the job. Eventually, they will discover that there is a real need. It’s here that they start to investigate. Buyers today are well informed and arm themselves with a great deal of information before they ever engage with a salesperson. In this second stage, their great concern is need. What is the exact nature of the issue and what is the way to solve it?