Going Beyond the Ask

Going Beyond the Ask: Uncovering and Addressing Your Client’s Core Need in Proposals

In my years of working with clients, I’ve learned that a proposal is only as effective as the depth of understanding behind it. It’s easy to assume that we know what a client wants after a first conversation or two, but truly transformative proposals don’t just respond to the surface-level ask. They address the "why" behind the need, integrating an understanding that’s built from empathy, curiosity, and a commitment to discovery.

Early on, I struggled with this myself. I’m a problem-solver by nature, so when I see a problem, my instinct is to jump straight to solutions. But as I’ve learned, often the "why" needs a bit more digging to be fully understood – and this extra depth is where the real magic happens. Here’s how I’ve developed the practice of uncovering, distilling, and integrating a client’s true needs into proposals.

The Challenges of Discovering the Core Need

1. Resisting the Rush to Solutions

When I first started crafting solutions for clients, I kept a small note taped to my computer that said, "Why is that important?" This note was a constant reminder to pause and ask one more question before presenting an answer. This might sound simple, but in practice, it can be tough. As soon as I feel like I understand the problem, I want to dive in with ideas. That note forced me to dig a little deeper, helping me to clarify the problem rather than just react to the initial ask.

The key lesson here was learning that the real need often lies just beneath the surface. Clients may ask for a specific deliverable, but without knowing why that’s important to them, my solution risks addressing a symptom rather than the cause. Taking the time to understand their true pain point – and not just the first challenge that comes up – is crucial.

2. Not Letting Silence Speak

As a natural helper, I often used to jump into "solutioning" mode even during discovery. I’d ask, “What’s hard about that?” but then would start offering possible answers myself: “I mean, is it that you don't understand your competitors? Do you need better distribution strategies or more information on consumer trends?” While I was trying to help, I quickly realized that I was hurting my own discovery process. Clients started responding with my words instead of theirs, which meant I was limiting their thinking.

Since then, I’ve learned to let the silence sit and give them space to find the words that truly express their needs. By resisting the urge to provide options, I allow them to share insights that I couldn’t have anticipated – because they come from their perspective, not mine. 

3. Simplifying Complexity

If there’s one thing my family background has taught me, it’s the importance of simplicity. My husband is a teacher, my mom worked as a secretary in a synagogue, my sister runs a farm, and my brother is a professor of performing arts. None of them work in my industry, yet they’re my go-to sounding board when I’m mired in a complex project. If I can’t describe the client’s core need in a way they understand, then I know I haven’t distilled it enough. This habit has taught me the value of clarity and simplicity.

Clients can often be buried in the complexity of their challenges, making it difficult for them to see the essentials. By simplifying the need, I’m able to focus on what really matters. And once I can explain it clearly to someone outside the industry, I know I’m ready to build a proposal that is laser-focused on the core need, not weighed down by extraneous details.

Techniques for Uncovering the Underlying Need

1. Ask Open-Ended Questions – And Wait
Over the years, I’ve become a big believer in the power of open-ended questions – and patience. Asking a broad question and then truly listening without jumping in has yielded some of the most valuable insights. This approach allows clients to frame the problem in their own words, often revealing nuances and priorities that wouldn’t come up otherwise.

2. Get Outcome-Focused
One question I love to ask is, “What will be true when this need is fully met?” This question helps both me and the client think in terms of outcomes, and it often brings the root need into focus. By focusing on their vision of success, I’m able to see the core need more clearly and align my proposal accordingly.

3. Seek Out Stakeholder Perspectives
Another useful technique is identifying who feels the pain most directly when a need goes unmet. Often, these individuals have a unique perspective on the problem and can highlight specific challenges that might not be immediately visible from the outside. Speaking with them can provide valuable context and a more holistic view of the underlying need.

4. Simplify Until It’s Crystal Clear
Finally, I make a point of distilling what I’ve learned until it’s simple enough for anyone – even someone outside the industry – to understand. This practice keeps me focused on the essentials, ensuring that I’ve captured the client’s core need without any added complexity.

Infusing the Core Need Throughout the Proposal

Once I’ve identified the client’s true need, I make sure it’s infused in every part of the proposal. Too often, companies dedicate one section to “our understanding of the need” but fail to carry that understanding into the solution. For me, each section of a proposal – from methodologies to deliverables to outcomes – should connect directly back to solving the client’s core need. This way, I’m not just presenting a solution; I’m building a case that’s tightly aligned with their underlying challenge.

If a piece of content can’t be tied back to the client’s underlying need, chances are it’s unnecessary. Every section of your proposal should feel indispensable, engaging the client with information that speaks directly to their challenges and goals. When content lacks a clear connection to their "why," it risks becoming filler that dilutes your message and distracts from what truly matters. Keep it focused and relevant: if a section doesn’t resonate with their core needs, it’s better left out. This approach not only streamlines your proposal but ensures every page is something the client wants to read – reinforcing that you understand them deeply and are committed to solving their unique problem.

Conclusion: Building Trust Through Understanding

The proposals that leave a lasting impact aren’t just well-written or beautifully formatted – they’re deeply rooted in an understanding of the client’s true needs. By taking the time to ask questions, listen deeply, and simplify complexity, I’ve found that I’m able to create proposals that resonate with clients on a fundamental level. It’s not just about providing a solution; it’s about building trust, showing that I see their challenges clearly, and that I’m committed to solving the right problem.

As you approach your next proposal, I encourage you to pause and reflect: have you truly uncovered the client’s core need? If not, dig a little deeper. Does every section of your proposal reference that need? If not, go back and tie your content to the issue around which your solution is built. The time invested will pay dividends, not only in a better proposal but in a stronger, more trusted client relationship.

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