Transcript Document

Marketing Essentials
n Chapter 13 Initiating the Sale
Section 13.2 Determining
Needs in Sales
Chapter 13 n Initiating the Sale
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SECTION 13.2
Determining Needs in Sales
What You'll Learn
 Why determining needs is an essential step
in the sales process
 Three methods used for determining needs
Chapter 13 n Initiating the Sale
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SECTION 13.2
Determining Needs in Sales
Why It's Important
A thorough analysis of customers' needs
and wants is necessary when planning and
executing effective sales presentations.
Customers vary greatly in their perceptions
and requirements, so salespeople must
learn how to uncover those differences.
This section will help you to accomplish
that goal.
Chapter 13 n Initiating the Sale
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SECTION 13.2
Determining Needs in Sales
Key Terms
 nonverbal communication
 open-ended questions
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SECTION 13.2
Determining Needs in Sales
Determining Needs
Customer needs are directly related to buying
motives. Motives can be rational, emotional,
or a combination of both. In this step of the
sale, your job is to uncover the customer's
reasons for wanting to buy.
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SECTION 13.2
Determining Needs in Sales
When to Determine Needs
The salesperson should determine the
customer's needs as early in the sales process
as possible.
In a retail selling, the salesperson should
begin to determine needs immediately after
the approach. In business-to-business selling,
needs can be determined in the preapproach.
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SECTION 13.2
Determining Needs in Sales
How to Determine Needs
Three methods will help you determine
customer needs:
 observing
 listening
 questioning
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SECTION 13.2
Determining Needs in Sales
Observing
When you observe a customer, you look for
buying motives that are communicated
nonverbally. Nonverbal communication is
expressing yourself through body language
such as facial expressions, hand motions,
and eye movement. In B2B selling, nonverbal
communication can include the personal
belongings in a buyer's office.
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SECTION 13.2
Determining Needs in Sales
Listening
Listening helps you pick up clues to the
customer's needs. Remember these five
important listening skills when talking to your
customers:
Maintain good eye contact.
Provide verbal and nonverbal feedback.
Give customers your undivided attention.
Listen with empathy and an open mind.
Do not interrupt.
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SECTION 13.2
Determining Needs in Sales
Questioning
In order to listen to customers, you must get
them talking. One way of engaging a
customer in conversation is to ask questions.
Build your questions around words like:
Slide 1 of 2
 who
 where
 what
 how
 when
 why
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SECTION 13.2
Determining Needs in Sales
Questioning
Do ask open-ended questions—questions
that require more than a yes or no answer.
Do ask clarifying questions to make sure you
understand customers' needs.
Don't ask too many questions in a row.
Don't ask questions that might embarrass
customers or put them on the defensive.
Slide 2 of 2
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13.2 ASSESSMENT
Reviewing Key Terms and Concepts
1. Why is determining needs an essential step
in the sales process?
2. When should you begin determining needs
in the sales process?
3. At what point in the sales process do you
stop determining the customer's needs?
Slide 1 of 2
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13.2 ASSESSMENT
Reviewing Key Terms and Concepts
4. Name three methods used to determine
customers' needs.
5. Without asking a direct question, how could
you find out how much a customer weighs in
order to properly outfit him or her with the
proper size skis?
Slide 2 of 2
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13.2 ASSESSMENT
Thinking Critically
You are a salesperson in a rug store that
carries inexpensive area rugs, medium
priced area rugs, and very expensive,
authentic Persian and handmade rugs.
How would you determine your
customer's price range so you know
which category of rugs to show?
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Marketing Essentials
End of Section 13.2
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