We continue talking about sales technology. In the last article, we talked about ways to establish contact with potential client. Contact is needed in order to switch the attention of a person and set him up to communicate with you.
When the contact has been established, and a conversation has begun between you, you can proceed to the second stage - identifying the needs and needs of the client. Simply put, it is important to find out the true desires and preferences of a person in order to make him an appropriate offer.
Finding out what your client wants can be done easily with the help of the iron questions technique. Why is it so important? The fact is that there is only one niche left in the world where there is almost no competition. This is space travel, where for as little as $50 million you can go above the atmosphere to visit the international space station.
But in the near future, competition will come here. It is precisely because of the large number of competitive offers that “attack” a person every day that it is important to be able to offer him something so “tasty” and suitable that he cannot refuse.
And for this purpose, it is extremely important to learn how to ask the right questions, with the help of which you can “pull out” all of his explicit and even secret desires from the client. But before moving on to the essence of the technique of questions, I want to talk about typical mistakes that sometimes inexperienced "salespeople" make.
Typical mistakes of sellers who forgot about important rule the second stage of sales, which we first ask and only then we offer
One day I was in a hurry for a holiday and on the way I stopped by a liquor store to buy orange juice. The main products of the store were 90% alcoholic beverages. But I just needed juice.
The seller, smiling pleasantly, immediately began to offer me to learn about new products. alcoholic products which has just arrived at the store. She did not ask me about my tastes, about desires. What event am I going to and what do I need. And just from the threshold she began to offer something, without asking me a single question.
Of course, I bought juice, but I noted the grossest mistake of the seller, who ignored the second stage of sales, going straight to the presentation of the product I did not need. Why unnecessary? Because first we ask, and then we offer what we need. And here are a few more typical seller mistakes.
I know better what suits you
It happens that the seller focuses and emphasizes those properties of the goods that, in his own opinion, seem significant to the client. Those. the seller projects his own taste and opinion on the needs of the buyer.
But this is a mistake, because the tastes and opinion of the seller may not coincide with the real desires of the client, which had to be asked in order to present it correctly later.
How might this look in a real situation?
Imagine a store household appliances, in which a salesperson talks to an elderly couple about selling a TV. With foam at the mouth, the "experienced" salesman talks about the screen diagonal, the "picture in picture" functions and the clock frequency of the wonder of the TV, driving the "unfortunate" pensioners into a deep trance with technical terms.
Instead of first asking just a few simple questions and identifying real needs: “What kind of TV do you need?”, “What is the main thing for you in this purchase”, and “What are your requirements or wishes for the operation of the TV”. Only on the basis of customer responses can something be offered, focusing precisely on their needs, and not on their own tastes.
Generalization or misuse of needs within the same target group
Although the needs of the target group may be similar, they cannot be generalized and the same tactics of talking to every customer in this group cannot be applied. Now I will decipher this complex formulation using a simple example.
Imagine the situation: a family (husband and wife, both aged 30-35) came to a car dealership to buy a car. On the one hand, the spouses have a common need to purchase a car, but each of them has their own individual requirements, which can be radically different from each other.
For example, for a husband, the main thing is the functionality of the car (speed, type of gearbox, suspension, etc.). For the spouse, the color of the car, the convenience inside the cabin, the presence of a large trunk, which should easily fit a baby stroller, are important.
Do you see differences in needs? You can’t tell your wife about what kind of drive wheels the car has and about the fuel injection system. These are not her needs. And how to find out what worries her in the car? Correctly. Ask good questions to both spouses.
And based on their answers, choose a car that would best meet the needs of both husband and wife. Or at least the one who makes the purchasing decision in the family. And this may well be a spouse, despite the fact that the husband is the main earner of finances.
Everyone is interested in the same
Sometimes the seller, focusing on his own experience, comes to the conclusion that all his buyers are interested in the same thing. And he, instead of asking each client, immediately proceeds to the presentation, guided by his own delusion.
For example, I just witnessed the work of a salesman in a perfume shop when I was looking for a birthday present for my wife. It should be noted that the store was within walking distance of many working offices and obviously the seller knew some of the customers by sight.
So, I heard the seller say to one lady the following: “This perfume is the trend of the season. They are all taken. Just five minutes ago, your colleagues from the neighboring office bought the exact same ones from me.” After this phrase, the lady turned around and left.
You will ask why? Why would she smell exactly the same as her colleagues. The woman was looking for something special. The fact that it will be advantageous to distinguish her from others, and not to unite with other women.
How much do you expect?
Even if the seller understands that you first need to ask around the client, then there are typical errors here. For example, “How much do you expect?” seems like a good question. But, having received an answer, the seller automatically receives a price bar, above which he simply will not offer anything at the presentation stage.
Now remember, have you had situations when you planned to spend one amount, but spent more? I'm sure this has happened many times in your life. Why did this happen?
Because the value of what you were getting was far greater than the price you paid. Therefore, the conversation about the price is carried out only after discussing the value of the product or service. Having asked a budget question to the client at the beginning of the conversation, the seller makes “hara-kiri” to himself.
And it will no longer be able to motivate the client for a more expensive purchase, thereby cutting off the possible percentage of sales and the premium. Do you need it?
These were just a few typical mistakes that sellers make in the second stage. In fact, there are more errors, but then it will turn out to be not an article, but a whole long read. Therefore, it is time to move on to the question technique itself. For here, too, there are "pitfalls" about which I cannot remain silent.
And if you think asking questions is easy, then listen to the story of one investigator who lost his career by asking just one wrong question.
It was a high-profile case that you must have heard. Remember the story of a love affair former president US Bill Clinton with Monica Lewinsky? I think you heard. So, the investigator asked: "Is it true that you, Mr. President, had a love affair with a certain Monica Lewinsky for ten months?"
"No, that's not true," the US President replied with a clear conscience. However, as we all know, the investigation proved the existence of a love affair. And then the president was told: “How could you lie under oath, because the fact of a love affair was proven?”
“I told the honest truth,” Clinton said. “Because the statement about a love affair for ten months is not true. My romance lasted a whole year. This oversight in the question cost that interrogator an entire career.
What was the mistake of the investigator, and how it was necessary to ask the right question so as not to lose your place, we will analyze right now.
Typology of questions
All questions can be divided into three groups: closed, open and alternative questions. How is each question type different from each other? Closed questions always require a yes or no answer. Did you have dinner today? Not! Do you want to eat? Yes!
Minus closed questions is that you don't get a detailed answer. What is behind this “yes” or behind this “no”? You can guess until the very Japanese Easter. By the way, do you know when is Japanese Easter? Yes, never!
In this was main mistake investigator. He asked a closed question and received an honest but unrevealing answer. And it was necessary to use the open type of questions. Open questions differ from closed questions in that they always begin with a question word: how, what, how much, when, why, why, what, for what, where, etc.
The investigator should be asking the President of the United States: "How many months did your love affair last?" And already in this answer Clinton could not get out. The main advantage of open-ended questions is that they give a detailed answer.
These are very good questions that make a person think. True, not everyone likes to think, especially in detail. But the bottom line is that when communicating with a client about their needs, try to ask more open questions.
This does not mean that closed questions should not be asked at all. Ask, but remember that they can make the person feel like they're being interrogated. Closed questions are good at closing the deal. When we get to the last stage, then there they will be in place.
"Red or blue pill" - Morpheus asked Neo, revealing the secrets of alternative questions
The third type of questions are alternative questions. They differ from the two previous types in that they always contain the union "or". Will you pay in cash or by card? Alternative questions are good to use in several situations.
First, when the client is in doubt about what to answer, what to choose. And such a question prompts a person to choose from two or more alternatives.
Secondly, these questions, as well as closed ones, can be used not only when identifying customer needs, but also when closing a deal at the last stage of sales. I know a great question, by asking which you can increase average check purchases immediately at seventy-five percent.
Curious to know what the question is? Look for the answer in the last article in this series. And for today, I think, there is enough information about identifying needs. And, as the hologram in one Hollywood movie I Robot starring Will Smith said: I am limited in answers, ask the right questions, detective.
Train, and if you want to learn more, come to our training center "Igroks". Your business mentor Alexander Petrishchev.
And in my opinion the most important of all (it is clear that without others the same can not be done).
Why identify needs?
Many companies teach sell by need! But it's not often explained why. On the one hand, everything is simple, a person decided to buy a TV - his need is a TV, and I will talk about the TV. NO his need for convenience and comfort in receiving information that the TV transmits (films, programs, series, talk shows, sports games, etc.). And if you deepen it even more, then from all these programs he wants entertainment, emotions, new knowledge. That is, his motivation is much deeper than it seems. And I will tell you as a consumer that to watch the news and to watch football, you need completely different TVs. It is in order to help choose the right product that the seller must use the identification of customer needs.
This is when viewed from one side. But besides this, each person is individual in terms of preferences in life, one spends all his money on fashionable things and expensive phones, the other saves and saves. And if one is driven by novelty and prestige, then the other by economy. And it would be foolish to offer them the same product.
Need and needs of customers
Before getting into the technique identifying customer needs let's understand what is the need? What are they? Wikipedia comes to the rescue: Need, need - an internal state of psychological or functional feeling of insufficiency of something, manifested in dependent on situational factors. I like two phrases in this definition: “feelings of insufficiency” and “manifested in dependent on situational factors. The need is just a feeling, that is, the value is not constant and the needs change depending on the situation. For example, one of my friends traveled to China. While visiting the provinces, he felt like a millionaire, looking at the poverty that prevails there. But when he arrived in Shanghai, he himself felt like a poor man, seeing a very high standard of living (skyscrapers, expensive cars, etc.). That is, the needs of the same person can change. And if in the first case he did not feel the need for money, since he was much richer than his surroundings, then in the second case he felt the lack of his finances relative to society.
For us, all of the above means that we can influence the needs. Moreover, we can shape them!
What are the needs
When it comes to needs, I immediately remember. It looks like this:
On the one hand, it does not apply to sales, but if you think about it ... I will give an example that I learned from. All progressive catering establishments deliberately spread the smell around them, as it is a proven fact that the taste of food causes hunger. This proves once again that we can influence needs.
All the same, for sales, I would not form needs like a pyramid. Here is a list of the most basic needs:
- safety
- comfort
- prestige
- reliability
- novelty
As a rule, customers are more or less interested in these needs. It is on them, as a rule, that advertising in the media puts pressure. And the seller identifying customer needs must determine what is of great concern to a particular client.
How to identify customer needs
On the one hand, this is very simple. If you ask him, he will tell you, on the other hand, not all people will open up so easily and tell you everything you need. The questions are different:
- open - they suggest a detailed answer. Example: tell us how you spent your summer?
- closed - suggest a yes or no answer. Example: Did you go on vacation in the summer?
- alternative - this is when you yourself offer answers. Did you vacation or work during the summer?
Naturally, some clients can give a detailed answer to a closed question. But this is rather an exception. When identifying needs, it is effective to ask open-ended questions, as the client will give you more information.
In order to write the right questions, you must understand the product and what the client needs from it. It is necessary to ask questions like "... for what purposes will you use it?", "... what did you use before?", "... what would you like to see?", "... describe?" etc. If there are difficulties, ask on ours, they will help you.
There is a great video about the ability to ask questions. I strongly recommend viewing.
The client must speak
Why is it easier for us to become a psychologist? Because he listens to us! Unlike a wife, boss or kids. The seller is a psychologist, he lets the client talk and listens to him carefully, nods and assents, this is called. When the client speaks out, he will trust you much more and listen to your presentation with pleasure.
Common mistakes in identifying customer needs
- ask closed questions. The client begins to feel interrogated, not everyone likes it.
- Don't stop identifying needs. Needs need to be identified as much as needed. An experienced seller usually needs 5-7 open questions and a few clarifying ones.
- interrupt the identification of needs for the presentation, and then continue again. I often see inexperienced sellers.
- interrupt the client. It is generally prohibited.
- Sometimes the client steps aside and starts a conversation “for life”, this should be properly stopped. Remember time is money.
Needs Summarization Technique
So perhaps that's all for today. On the site you can find more articles on this topic, as they are extensive and cannot be condensed in one article. Next, we will get acquainted with the next stage -.
In conclusion, I recommend watching a short video about identifying needs.
The stage of identifying customer needs similar to an interview, and the work of a sales manager at this stage can be compared to the work of a journalist or TV presenter. When working in sales, it is very important to be able to ask questions to the interlocutor, as well as to be able to actively listen to the client and maintain a conversation with him.
What will give us the ability to ask questions?
The ability to ask questions correctly will give us the opportunity to avoid disputes, save us from empty chatter, allow us to understand what your client really needs and how to get it, put all the interlocutor’s thoughts “on the shelves”, make it possible to put the idea we need into the interlocutor’s head by making her idea of the client, to identify the vulnerabilities of the interlocutor and at the same time help him feel his own importance. Most importantly, it will allow us to competently identify customer needs and spend corresponding to his needs.
If we can do it right identify the need our presentation will hit the target exactly and we will not waste time demonstrating functions that are unnecessary to the client.
It is very important to be able to ask questions.
By asking the client various questions, we will be able to understand what factors and features of the product our buyer attaches particular importance to, since very often the motives for buying from a client defy any logic and. Only by talking to the client, we can determine what emotions he is guided by when making a decision to buy or not.
By asking questions, we control the conversation, determine the answers of the interlocutor and lead the sales process to the outcome we need. For this it is very important to be able to distinguish question types and use them in the sales process.
Types of questions in Russian
In general, in our language there is 3 main types of questions:
- Establishing questions. Questions of the nominative case (who?, what?). These questions correspond to the subject of the conversation, product, interlocutor, advertising.
- descriptive questions. Questions that allow you to identify the features of the subject of conversation, product (where ?, when ?, where ?, how?).
- Causal questions(why?, why?, how often?, what are the differences?). They make it possible to understand the motivation of the client, to find out what is not visible, hidden, the thoughts and emotions of the client.
Later, all these questions according to the length of the answer, they are divided into open and closed.
- Open questions suggest the same detailed answer and force the interlocutor to tell what he thinks on the desired topic. They help to better understand a person, identify his needs and hidden motives. One open question allows you to "fish out" a lot more information, and more accurate than a dozen closed questions. Plus, the interlocutor responds to open question quite a long time, and you have time to think about the next one. When there is a series of closed questions, you have little time to think.
- closed questions, suggesting an unequivocal answer this time, either "yes" or "no", can ruin the deal if used too often. They are used to translate the topic of conversation, obtain agreement to a deal, or in cases of pressure on a client in aggressive selling techniques (for example, the three-yes technique).
In sales training, to determine the significance of open questions, listeners are asked to guess the riddle with the help of just closed questions. The process of guessing with closed questions can take up to an hour, although it would take less than a minute if you used open questions.
Types of Sales Questions
At the same sales trainings for managers and consultants working in retail network, distinguish 3 types of questions that should be used during the sale - these are open, closed and alternative questions.
Alternative questions give the interlocutor the opportunity to choose from two or three options, getting the illusion of freedom of choice. In an alternative question, the words "or" and "either" are used.
There are others types of questions:
- Informational questions help to remove basic information about the client, are often used for questionnaires;
- Control questions (What do you think about this issue? How do you feel about it?) are asked to check how much the interlocutor follows your thought. From his answer, you can understand whether it is worth continuing to use the same tactics that you followed, or changing the approach.
- Questions for orientation(Do you have any questions? What is your opinion on this?) give the manager an opportunity to understand how stable the client is in his position and whether he can change his mind.
- Confirming questions. With the help of such questions, we implement “the technique of three“ yes ”(or the technique of Socrates) - we need our interlocutor to answer positively to two or three questions, and then, by inertia, he will answer positively to the question we need. (1. Do you think that ...? “Yes” 2. Do you agree that ...? “Yes” 3. THE NECESSARY QUESTION and the answer by inertia is “Yes”).
- Introductory or situational questions allow you to get information about a person you are seeing for the first time, but the number of questions should not be large and they should express your sincere interest and be associated with interrogation.
- Counter questions. People hate counter-questions and answering questions with a question irritates the interlocutor. Such questions, both at the stage of identifying needs and throughout the sale, should be avoided, unless, of course, you want to piss off the interlocutor.
- Single pole Questions are questions that mirror the question asked of you, repeat it, or make comments. (Are you wearing a suit? - Are you asking if I'm wearing a suit?) They buy you time if you need to think, but a large number of them can also start to annoy your interlocutor.
- Guides questions allow you to switch the attention of the interlocutor from problems and difficulties to active actions (How else can we be useful to you? What questions can we still solve?)
- provocative questions at all stages of the sale also do not need to be used, as with such questions you provoke the interlocutor. Such questions are sometimes used in client pressure techniques or as primary questions in identifying needs (Have you decided to change your car a long time ago? Where do you plan to go in a new outfit? Where do you want to put a new sofa?).
- Distressed questions help to find out about the difficulties and problems faced by the client, as well as to understand the reason for his dissatisfaction. (What do we need to fix to optimize performance?). When formulating questions, try not to use the word “problem”, but use the words “features”, “difficulties”. You also need to remember that before selling a product, you need to formulate three customer problems that the product you are selling can solve.
- extracting questions are asked to inflate the value of the product in the eyes of the customer. Sometimes small customer complexity is blown up to gigantic proportions to increase the value of the product being sold. Extraction questions need to be thought out in advance, before the sale begins, so as not to scare the client away by the cost of solving an artificially created problem. (How much time do you spend daily commuting from work to home?). When formulating questions, remember that the client always wants to save money, save time, worry about his own safety and image.
- Concluding questions help close the sale. Usually, alternative or open-ended questions are asked for this (What prepayment will you make? What day will you arrange delivery - tomorrow or the day after tomorrow?).
You can see the question type training here.
Identification of needs
After a friendly greeting, you should give the buyer a little time to adapt to look around the trading floor. The client looked around a bit, got used to it, so let's move on to the second stage. Pay attention to yourself and let the buyer know that you are always ready to help.
To begin with, let's clearly understand one rule - the buyer must first be interested in the product. You need to feel when the buyer needs help. Pay attention to details such as a fixed eye on a certain product, or the buyer took the product in his hands. This is the most optimal moment to approach the client.
Why is identifying a need important? It's simple, if we do not identify needs, then we simply cannot satisfy them correctly. Unfortunately, often clients are either not very talkative or cannot explain what they need without clarifying questions. Therefore, at this step, we just need to ask questions. The main thing is to ask them correctly.
Let's immediately distinguish between situations: there is an option when a client comes immediately for a specific product. And if there are cases when a visitor chooses on the spot or even went to see what is interesting.
Without a clear confidence that the client has a question, you need to approach and offer something very carefully. After all, many visitors come to the store “just to look”, that is, to see new items, ask the price or just dream. They have no intention of making a purchase "here and now." They need to be given the opportunity to get acquainted with the products themselves before demonstrating and presenting relevant samples.
Try to keep the conversation alive. If you see a confused look of a customer, help him navigate the variety of goods. Take a mini tour of trading floor, showing where and what product is. Kindness and unobtrusiveness is the first key to success. Remember that it is up to you whether the customer leaves with a purchase now and whether he returns to your store again.
The main mistake that we face at this stage is making a decision for the buyer.
Consider an example:
A middle-aged man entered the store and went to a shelf with masturbators and began to examine one of them. A light bulb immediately lights up in my head: yeah, he came for a masturbator and he likes this one. Therefore, you need to come up and demonstrate the product he is looking at. And this is a mistake. You yourself made a conclusion without asking the person what he needs. It is quite possible that he came for a completely different product, and this shelf just caught his eye and aroused curiosity. Or he is embarrassed to approach the products that he needs.
Be careful, because the obsessive phrase “What are you interested in?”, set demandingly and with unfriendly intonations in your voice, will scare people away from your store for a long time. It is better to contact: "Something interested you, ask, I am ready to advise you."
Let's look at what options there are questions that you can ask the buyer.
1. Open questions. Formulate questions in such a way that the buyer wants to answer them.
Goals:
- Obtain additional information from the client.
- Create a comfortable situation to maintain contact.
- Take the first steps towards identifying needs.
Example:
“Do you choose for yourself or as a gift?”
“Tell me which product interests you the most?”
“Are you interested in something from this category?”
2. Clarifying questions. This type of question requires short, concise answers.
Goals:
- Get specific information.
- Clarify the customer's need.
- Bring the customer closer to the purchase.
Example:
“Do you have any wishes for functionality, size, color?”
Feel free to ask clarifying questions if you do not understand something or have doubts. Believe me, the client will not think badly of you, rather you will give the impression of a person who seeks to thoroughly understand the issue and not miss important points of the conversation.
3. Leading questions. Questions deliberately constructed in such a way that the client, when answering them, agrees with the statement voiced by the sales assistant.
Goals:
- Usually, leading questions are asked when attempts are made to cover it up a little so that the client does not understand that he is being pressured.
- Summarize the conversation.
- Get the conversation back on track with a talkative client.
- Persuade an indecisive client.
Leading questions are distinguished by a special interrogative intonation and usually include the words:
“Of course, isn’t it, too, after all, isn’t it.
Examples:
“Of course, you will agree that a quality lubricant glides much better?”
“Are you sure you don’t want your partner to feel uncomfortable?”
4. Alternative questions (the so-called choice without choice). They suggest several, usually two, possible options answers, each of which will suit you.
Alternative questions can be successfully applied at any stage of the sale. For example, using alternative questions on a neutral topic, you can talk to the interlocutor, unobtrusively identify his need.
Goals:
- When summing up the intermediate results.
- To stimulate indecisive clients to make a decision.
- To reassure the client and the opportunity to choose the best option.
Example:
“Are you interested in vibration or rotation?”
By asking alternative questions, you can focus the client's attention on two or more options. This simplifies decision making and facilitates the selection process.
When forming alternative questions, it is very important to offer the client options that are really acceptable to him. Otherwise, this, harmless at first glance, alternative question the client may take for manipulation.
Of course, if the client is not at all interested in your product, no amount of manipulation will help you. And if the client understands the difference between the offered goods, then this is not manipulation at all, but only a way to slightly push the client to make a decision.
5. Closed questions. This type of questions should be constructed in such a way that the choice of possible answers from clients is limited to two words "yes" or "no". They limit the field of possible answers.
Closed questions are high-risk questions. They impose additional obligations on the client, and he does not like this. Therefore, it is not recommended to set them on initial stage sale, or it must be done with extreme care.
Goals:
- The need to get a short, unambiguous answer.
- You want to quickly check the client's attitude towards something.
- You want to make sure you understand the other person correctly.
- If the buyer is very reserved and does not support the conversation.
- Get the information you need.
Example:
"Does it suit you? Suits you? You like?"
"Maybe you need more information?"
Closed questions can also be used to stimulate positive client responses by appealing to shared values. For example:
"Quality is important to you, isn't it?"
This technique is useful when the client is negative, in doubt, or simply does not have enough information to make a decision. The consent thus obtained softens his attitude.
A very common situation is when, at the entrance of a client, a sales assistant asks:
"Is there anything I can help you with?" And in most cases, the client answers “no”, although he may need help.
6. Tailed question. Leading question (a kind of closed questions). This question guarantees a "yes" answer, as it assumes a programmed answer in the direction you want. This question has two parts:
- the first part includes a statement that any normal person would agree with.
- the second part is different kinds interrogative link.
Target:
- encourage the customer to make the right choice.
Example:
"Do you mind if we look at another option?"
We note another important point: it is not enough to ask questions, you need to hear that he answers them. It is to hear, not just to listen. This is a big difficulty, because often we are not interested in what other people, especially strangers, have there. And we listen exclusively, as a tribute to politeness, while not delving into the essence of the words at all. But you need this information to form an understanding of what the client needs.
The golden rule of every seller: do not interrupt and do not think out! Don't stop a person's speech as soon as you have an idea. To begin with, make sure that you did not make a mistake in it. And, of course, you can not interrupt in any case. This will only cause negativity and dull irritation.
It is very important, when you are listening to a client, to note for yourself the words and intonations that the client uses when talking. We will need this in the next step.
In this article, I'd like to highlight the importance of the needs discovery step in any sale. The training always focuses on other stages, for example, work with objectionsorpresentation. However, it is the attention to the client that will help the salesperson to make a convincing presentation and prevent unwanted objections.
Benefits of identifying customer needs
1. You will learn more about his preferences
Do not decide for the client, do not offer him something that “everyone takes”, or simply the cheapest or most expensive. It is better to ask what properties are important to him in the product and you will be able to choose the most suitable option. Thus, it will be easier for you to choose the option and it will be most useful for your client.
2. You will have arguments to deal with objections
If objections still arise, you can work with them not only with the help of standard arguments about the combination of price and quality, but you will be able to argue that this product is right for your client.
3. You will look professional
The seller, who, without asking anything, offers the goods to the buyer does not give the impression of an experienced and attentive employee. By asking questions, you will let the person know that you know everything about the product and will be able to choose the best option for him.
4. The client will feel your attention and care
Even Dale Carnegie said that most of all a person likes to talk about himself. And in this case, the rule works 100%. By showing interest in your client's desires, you create a comfortable environment in which he can feel confident and relaxed. The client begins to trust you more and listen to your opinion more.
5. You involve the client in an active dialogue
When you actively discuss the desires of the client, you can quickly select a product and decide on its model. The sale is not delayed, you save your time and the time of your buyer.
Ask more questions to the buyer
Try to ask more open-ended questions to get as much information as possible. Listen carefully to the answers and remember them. Do not interrupt the client and do not finish talking for him.
At the same time, it is important to remember the golden mean: the number of questions should be appropriate, but not excessive. Do not turn the sale into an interrogation, try to achieve a sense of active dialogue with the client. Thus, identifying needs will help you establish a strong emotional connection with the client and set the stage for product presentation.
I would also like to note that identifying needs is useful in any area that is related to sales. This includes both wholesale and retail sales, active sales, sales in the service sector, Catering, in a word, in any area where there is a seller and a buyer. Show attention to customers and your sales will increase.
Healthy
If your employees need training on identifying customer needs, you can order
On it, we analyze all the intricacies of establishing contact with the client and identifying the needs of different types of clients. As a result of the training, your employees will confidently and benevolently identify customer needs and make more effective sales.