So...you've gotten the first appointment with your prospect. You're ready to begin the needs analysis stage of the sales process. How do you find out what your client needs? How do you get him to trust you enough to discuss his intimate business problems and concerns with you?
The answer is questions....many questions, the right kind of questions.
New salespeople usually begin with the "Who, What, When, Where" kinds of questions. Questions about "What are the hours of the business?" or "How many locations do you have?" or "How long have you been in business?" are questions that you should have found out the answers to BEFORE you meet with the client. We recommend using a questionnaire and having these types of informational questions filled out before the meeting. A little homework can yield a wealth of information that will make you seem informed about your client's business. We call these "Level 1" questions.
The needs analysis meeting is just that: you want to find out what kinds of needs and problems your client is experiencing. Examples:
- What is the biggest problem your business is facing today?
- What kind of frustrations do you experience on a daily basis?
- What is the biggest misconception about your business?
- If you could wave a magic wand and make one change in your business, what would it be?
These types of questions give you information about problems and needs in the business. Most good salespeople eventually learn to ask these questions. We call them "Level 2" questions.
Really great salespeople go beyond "Level 2" to "Level 3". It is at "Level 3" that you begin to find the pain experienced by your client. Pain is defined as what the problems uncovered in "Level 2" mean PERSONALLY to your client. Example:
- Salesperson: "You've told me that you need to increase your store traffic by 20% over the next six months. What does it mean to you if that doesn't happen?"
- Client: " Well, based on my average sale, it means that I won't meet the sales goals I have projected."
- Salesperson:" And, if you don't meet those sales goals, how does that affect you?"
- Client: "Well, my son is starting University this fall. I will have a hard time affording his tuition if I don't increase my business."
A business problem is just that: a business problem. What you need to know is how that business problem will personally impact your client's life. This is "Level 3". To get there, you must have earned the trust of your client. Your relationship with the client has just reached a new depth. As they trust you with this sort of personal information, they have welcomed you on their team. You are now forming a partnership with this client.
Once your client has admitted his pain, he has admitted his need. If your client will not admit his need, you do not have a viable prospect. You uncover these needs and pains by asking the right kind of questions. Remember, the person who is in charge of a conversation is not the person who is talking. It is the person who is asking the questions.
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