The Sales Training Series: Sell By Agreeing On At Least 3 Needs
Salespeople know that they're supposed to sell to the customer's
needs. Here is the classic--and tragically wrong--way they
usually learn to do it: Uncover the first need. Begin a product
presentation, covering features and benefits, and then attempt
to uncover another need and then give more product talk, etc.
Research shows that sales presentations like this are 25 percent
less effective than those in which a thorough needs assessment
is followed by a summary of all of the customer's needs. You
will be far more successful if you begin by uncovering and
agreeing on at least three relevant needs that the customer
perceives as important. Only then should you begin a product
presentation tailored to address those needs.
Never present your product until you have agreed on at least
three important and relevant needs.
Here's how to do that:
1. Ask sales questions designed to draw out the customer's
needs--specifically, problems or opportunities that can be best
addressed by the unique capabilities of your company or your
products.
2. Take notes while the customer talks. This shows that you're
a good listener and that you actually care.
3. Summarize and reach agreement on needs. When you believe you
have uncovered at least three strong and relevant needs,
summarize them and check your understanding with the customer.
In this way, you reach agreement on the customer's needs. Use
this format to gain agreement:
"As I understand it, you are looking for a way to