How to properly uncover needs in a sale

Uncovering needs is the second part of the sales process, right after building rapport.  This is the part of the sales process that many good sales professionals struggle with, and peddlers skip completely.  People that don't know how to ask the right questions often feel that their prospects are annoyed by their questions, but that does not mean that you need to skip this step completely.  Questions to uncover needs should include the following:

• What features of your product are most important to them.
• What features about their current product they dislike or would like to change.
• How a better product, like the one you are selling, would change their lives.
• What would be the result if they do not buy your product.

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One of the more important buying decisions that most people make is buying a car, whether it is new or used.  Picture yourself as a parent of two young children who decided to look at a particular car because you heard that it has great safety features and plenty of room for car-seats.  Now you go into the dealership and ask the sales person to show you this car, but instead of uncovering your needs and catering the presentation to your needs they show you how fast it can go and how great the sound system is.  You start talking price, and because they did not show you what you were looking for, it is difficult to see the value matching the price they are giving you.  Had they centered their presentation around safety and how easy it would be to install the car-seats it would be easier for you to see the value, and the price would not be as much of an issue.

For more information, research SPIN selling or contact me by phone or email.

Steve Dade
Dade Sales and Marketing Consultation
steve@dadesalesandmarketing.com