Some sales specialists consider the needs analysis to be the single most important part of a successful deal. In the chronology of the sales process, it comes after the initial interview and precedes the salesperson's proposal. Basically, it is a detailed inquiry about the demands of the client. As the offered product should eventually mirror the customer's needs as accurately as possible, an effective needs analysis really is a crucial step towards a proposal that meets the client's demands to the maximum extent.
In its manual for an effective needs analysis, the server Salesopedia.com lists successful handling of the needs analysis issue as the most important aspect in improving sales statistics. It does not, however, confine itself only to this general statement as it also brings practical tips on how to achieve a successful needs analysis.
Ask yourself
Questions for the potential customer asked by the salesperson are crucial. In this sense, the best preparation is to sit down and make a note of all the questions that come to mind. Not only does this force you to think thoroughly about the issue, but it also helps you to come up with concrete formulations that will, if only subconsciously, assist you in the actual interview. The questions should then be divided into categories: they will thus become better arranged and you can prepare a structured scenario of the conversation.
It is a good thing subsequently to think about each question: why are you asking this, what will be the reaction of the client, what will the customer think about this question? An issue of its own is then formulating the questions. Think about whether individual phrases and words are appropriate and avoid those that could produce a negative reaction. Be sensitive to the client´s view of things.
Creating a cheat sheet is an option as well: use questions, categories, highlighters, underlining. Whatever you come up with, remember that the aim is not to overwhelm the client with a string of unconnected, solitary questions. Try to conduct the conversation so that its pace is natural, the questions are connected and the client does not feel like he or she is answering a questionnaire.
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