to sell until you have asked enough questions and listened
closely enough to the
answers. This enables you to understand the most intense need of the prospect
that your product or service can satisfy.
Once you have identified the customer’s key needs and wants, you can then
structure your presentation in such a way that you
demonstrate overwhelmingly
to the customer that he will have that need satisfied if he buys from you.
Does Versus Is
Perhaps the chief distinction in needs analysis is the difference between what
your product “is” and what your product “does.” Most salespeople are
preoccupied
with what their product is, how it is made, and the specific features
that go into its design and production. As a result, these
are the things they talk
about when they are with a prospect.
But the prospect does not care what your product
is. He only cares about what
your product or service will
do for him. Every customer’s
favorite radio station
is WII-FM, “What’s In It For Me?”
The prospect does not care what your product is. He only cares about what your product or
service will do for him.
Here is a simple way to determine what your product does for your customer.
Imagine a pipeline. Into one end of the pipeline goes your prod uct or service
from sale to delivery to actual use by the customer. Out of the other end of the
pipeline,
dropping into a bucket, is what your product does to improve the life or
work of the customer. Your job is to clearly identify what arrives in the
customer’s bucket as the result of his or her buying what you are selling.
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