One of the main stages of personal sales is an identification of customer needs. The way to sale of goods or services by all means lies through very attentive clarification and a research of needs of the client. It is important to remember that the basis for sale is at all not a product and even not its characteristics, but that advantage, benefit which the buyer receives from his acquisition. By numerous researches it is proved that the best results turn out if 90% of time the buyer and only tells 10% – the seller, he listens to the rest of the time and penetrates into desire of the client.
Strangely enough, but it is possible to reveal needs of the client, having caused in him trust. For this purpose it is necessary to talk, in a conversation to ask the correct questions. For example, it is impossible to ask How can I help you?, it is necessary to replace it a phrase on That interests you?. The task of the seller is to find out on what algorithm the client makes the decision on purchase and only after that to offer necessary goods.
It is possible to allocate two types of customer needs:
- These requirements carry to products which the buyer plans to receive. Also these requirements are called rational.
- These requirements bear satisfaction besides which was expected from purchase of a product. Also they are called emotional.
There are effective methods for definition of needs of the client:
- Open questions. Such question begins with an interrogative word and assumes the developed answer of the client, i.e. gives it the chance to express most clear and as long as he wants that. Example of an open question: What is important for you when choosing phone?
- Uniform language. It is important not correct to speak with the client, but also to submit information in language available to it. For this purpose use value words (by means of them the buyer can describe the requirements and motives). Example of formulations of value words: economy of means, attractive appearance of goods.
- Characteristic and benefit. It is necessary to use benefit for the description of goods and to avoid characteristics. The client can not react to characteristic in any way or even to react negatively. The benefit always represents a product from a positive side. Example: characteristic – the small size (as negative the client can think that it is easy to lose it, it unpresentable). The benefit – these goods will take not enough place, it can always be taken.
It is necessary to define accurately basic needs of clients and to separate them from minor. It is very important to motivate the buyer to purchase of goods for satisfaction of paramount requirements. If to offer and describe benefits of goods which for it are minor then the client can receive an impression that he needs to pay for what is not essential to it, and in general to break the transaction.
For search of the potential client it is necessary to be engaged in detailed studying his requirements.
Process of studying needs of the client can be divided into 3 parts:
- To define, it is used or the goods are not used.
- To define whether satisfies goods of requirement.
- To define the dissatisfaction reasons if that is.
To understand how to find out needs of the client, it is necessary to study the equipment of three questions: What now? What if? What then? Having answered these questions, concerning purchase of goods, it will be possible to understand that it is necessary for the client and to offer him the corresponding products.