Why is it important to identify customer needs?

How do you confirm and identify customer needs?

• Answer:

  The reason a customer calls on you is because they have a need for your product or service. When you are out in the field trying to generate business you have to provide a need. The need is the reason. Finding that reason to buy, filling that need is the quintessential purpose of sales itself. Without a need for your product, you don't have a sale. If the sales job your in requires that you go out seek potential clients,then you have to practice finding a way to create the need. Whether it's to replace an existing service or supply a product that may be requested later, creating the need becomes critical if it cannot be identified in asking questions. This module is designed to show you not only how to identify a need that may be communicated, but also how to create a need. Whether your inbound or outbound sales, you have to ask questions in order to procure a need for your product or service. We follow a different process based on the type of sales environment Each is discussed in great detail with this module. For example, an inbound sales position, such as retail or call center, generally dictates that the customer is going to identify their needs early in the call. "I'm here to find a cordless screwdriver." The need is exposed. It's not enough to just lead them to a display, start pointing and say something like "Here they are. This one is on sale. This one has a back up battery..." This is the epitome of being task oriented and letting your customer know you have better things to do. Probing for specific needs is what truly identifies a need. "What kinds of work are thinking of doing?" Now effective listening comes back into play and you analyze the specifics of the need. This then allows you to point out product specifics (features) and how it will work for their specific needs (benefit). Asking, listening, analyzing, and feature and benefiting are how you gain commitment. This module details each step and demonstrates a flow of information that customer's prefer. If you're in an outbound sales environment you need to know how to create a need. Soliciting business with out having a question plan is like showing up at a black tie affair in a Halloween costume. Your not prepared, you may end up embarrassed and the more people you meet, the more uncomfortable you feel. We teach a creating needs process that works. For this example, we'll use insurance. "Mr. Smith I understand you have a policy with ABC Company. You mentioned you have been with them for several years, and you are content with their level of service. I asked you about any future plans and you mentioned that you were going to be a grandfather soon. Again congratulations, but I wanted to ask you, if I can offer the same price that you pay now, with slightly more coverage so that you have the ability to take care of those you leave behind, would that interest you? Successfully creating needs takes a full on concentrated effort. We show you how to feature & benefit, probe, listen, and create a need. Even if it's just for the purpose of future sales, creating a need shows a customer that you have their interest in mind.