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Myth: Sales Professionals Learn Their Customers' Needs
Reality: Sales professionals uncover their customers' needs. There is a huge difference. |
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Sometimes the sales professional actually winds up teaching the customer what their real needs are!
If a man goes into a hardware store and asks for a quarter-inch drill bit, what does he want?
He wants a quarter-inch hole.
Wait, there's more
What's a "need"? This classic example from the annals of sales training helps us understand that the customer is really trying to accomplish something. That's why they buy from us. They will order from us as specifically as they can. perhaps they use specifics, like "quarter-inch" or they use our nomenclature: "I need one of your model 44.77a drill bits".
They can still be buying the wrong thing.
Here are the basics:
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Customers recognize they have a need
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They realize we have a way to meet that need
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They examine our offerings and choose the one they think is best
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Their decision is based on their best understanding of our products, services, applications, technology, etc.
Can you keep up with the reading associated with your products and services? Most of us cannot. Why should we think the customer is keeping up?
Action Items:
When the customer places a specific order
- Don't Assume Just because they have researched our company and our competitors, all of our products and have learned as much as they can it does mean they've made the right decision.
- Determine Their Objective You will want to be sure you know what the customer is trying to accomplish. Never ask a "why" question like, why do you need a drill bit?" Don't even ask, "Why do you need a quarter-inch hole?" Remember, people naturally tend to defend themselves when asked "why?".
- Verify Real Need Use a question to verify the customer's real need. "Don't you really want a quarter-inch hole?"
- Offer Alternatives Does your company offer a more attractive alternative? Is there a better way for your customer to achieve their objective?
There is usually a better way for customers to do things. If we don't offer them the alternative, our competitors might. If we offer intelligent, effective alternatives, we build customer loyalty.
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As mentioned in my late April newsletter, the April uptick is having its effects. We wish the recovery was a "V", recovering as quickly as it deteriorated, but it's not. You may find that your clients are expecting, but no longer demanding, quantity discounts for smaller orders.
If you know someone who could benefit from this issue, pass it on. More info on my web sites: Chuck Reaves and SaleSSuiteS
Vistage Chairs: forward this to your Members and use it to help them help their salespeople. Members with better top and bottom lines make better members!
Teach Others!
Chuck Reaves, CSP, CPAE, CSO
SaleSSuiteS
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Chuck Reaves, CSP, CPAE
1.800.MR. REAVES
(800.677.3283)
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Does the customer want or need your product? |
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People buy from two motivations: want and need. Understanding the difference is critical.
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When customers buy out of want, they buy as much as they can
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When customers buy out of need, they buy quickly. The word "need" causes a sense of urgency
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Sales professionals try to introduce need for the want buyer and want for the need buyer
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When they do, they have the best of both worlds: the customer buys more faster!
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| DIY Sales Training |
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Use the ideas in this issue for do-it-yourself sales training. Have everyone on your team read the text and then use the following discussion questions to generate new ideas for your sales team.
- List up to seven new objections or tactics buyers are using.
- Address each one by asking everyone to submit an idea.
- If you had to address this issue through an email, how would you change your answers?
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