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Actual for You - It Is Important To Understand The Different Types Of Buyer Needs
You've heard the adage Keep It Simple Sweetie (K.I.S.S.)? Well, that saying couldn't be more true when it comes to personal branding. Like many areas of life, keeping things simple is the most effective tact and personal branding is no exception.No matter how challenging or 'unique' your business is your brand will always be more relatable and effective when your target audience can understand it
“You say the software is hard to use - how does that affect your productivity?”
“The data is easy to lose - what does this mean to your company?”
“So you return fewer calls - how does it affect your customer service?”
Questions to Capitalise On Developed Needs:
Need pay off questions,question the value or usefulness of the proposed solution e.g.
“How will this help you?”
“Why do you need to do this?”
“Why is this importa
How do you tell if your company's telecom bill is correct? Even a home phone bill can be so intimidating that most people just pay it without much inspection. According to the Aberdeen Group, telecom is one of the largest and most poorly organized spend categories in most companies. Eighty-five percent of telecom invoices are not audited, even though seven to twelve percent of all charges are in error,
Rarely do you get information unless you ask for it. You need information to sell your services or products and look for future sales possibilities. Skilful questioning means that you do not seem to be imposing on the prospect by asking too many questions.
Types Of Needs:
• Implied Needs are statements about problems, difficulties and dissatisfaction
An examples would be: “Our system is too slow, we cannot handle the volumes, and the system is unreliable”
• Explicit Needs are specific customer statements of wants or desires
An example might include: “We need a faster system, we have to cut costs, and we need more reliability”
Uncovering Implied Needs will suffice only in small sales, as the sales opportunity grows larger, the more important it is to uncover Explicit Needs
Implied Needs Have To Be Developed Into Explicit Needs With Questions:
Types of questions:
Uncovering Questions, to find out about problems or implied needs
Developing Questions, take the implied needs and develop them into explicit needs
Uncovering Implied Needs:
Situation Questions, find facts and information about the customer’s present situation e.g.
“How many people do you employ?” “What markets are you in?” “What is your annual sales revenue?”
Problem Questions find out about problems, difficulties or dissatisfaction
“How easy to use is your system?”
“Is the system reliable?”
“Do you have quality problems?”
“How do you manage with.......?”
“Are you satisfied with........?”
Developing Needs:
In a larger sale, uncovering problems and offering solutions does not work. Needs have to be developed with implication questions. Implication questions will increase the seriousness of the problem
The Value Equation:
- Cost of solution outweighs the problem
- Implication questions take the problem and build it up
- It becomes large enough to justify action
Questions to Develop Needs:
Implication questions, about the effects, consequences or implications of the customers problems e.g.
“You say the software is hard to use - how does that affect your productivity?”
“The data is easy to lose - what does this mean to your company?”
“So you return fewer calls - how does it affect your customer service?”
Questions to Capitalise On Developed Needs:
Need pay off questions,question the value or usefulness of the proposed solution e.g.
“How will this help you?”
“Why do you need to do this?”
“Why is this importan
Marketing to the customers you already have!Here are a few questions to ask your business and tips to make it better:1) How many times do your customers do business with you in a week/month/year? Customer frequency is even more important than getting new customers! That’s right. I said it…the very thing you may be focused on should not be y
• Explicit Needs are specific customer statements of wants or desires
An example might include: “We need a faster system, we have to cut costs, and we need more reliability”
Uncovering Implied Needs will suffice only in small sales, as the sales opportunity grows larger, the more important it is to uncover Explicit Needs
Implied Needs Have To Be Developed Into Explicit Needs With Questions:
Types of questions:
Uncovering Questions, to find out about problems or implied needs
Developing Questions, take the implied needs and develop them into explicit needs
Uncovering Implied Needs:
Situation Questions, find facts and information about the customer’s present situation e.g.
“How many people do you employ?” “What markets are you in?” “What is your annual sales revenue?”
Problem Questions find out about problems, difficulties or dissatisfaction
“How easy to use is your system?”
“Is the system reliable?”
“Do you have quality problems?”
“How do you manage with.......?”
“Are you satisfied with........?”
Developing Needs:
In a larger sale, uncovering problems and offering solutions does not work. Needs have to be developed with implication questions. Implication questions will increase the seriousness of the problem
The Value Equation:
- Cost of solution outweighs the problem
- Implication questions take the problem and build it up
- It becomes large enough to justify action
Questions to Develop Needs:
Implication questions, about the effects, consequences or implications of the customers problems e.g.
“You say the software is hard to use - how does that affect your productivity?”
“The data is easy to lose - what does this mean to your company?”
“So you return fewer calls - how does it affect your customer service?”
Questions to Capitalise On Developed Needs:
Need pay off questions,question the value or usefulness of the proposed solution e.g.
“How will this help you?”
“Why do you need to do this?”
“Why is this importa
There is a simple but almost mystical law which governs promotion and marketing and their relationship to the amount of business generated: business will come in to the degree that you get your message out, promote, let people know you are there, advertise, write to people, call people, e-mail people and generally communicate to existing or potential clients.It isn’t a fact that registers easily a
Developing Questions, take the implied needs and develop them into explicit needs
Uncovering Implied Needs:
Situation Questions, find facts and information about the customer’s present situation e.g.
“How many people do you employ?” “What markets are you in?” “What is your annual sales revenue?”
Problem Questions find out about problems, difficulties or dissatisfaction
“How easy to use is your system?”
“Is the system reliable?”
“Do you have quality problems?”
“How do you manage with.......?”
“Are you satisfied with........?”
Developing Needs:
In a larger sale, uncovering problems and offering solutions does not work. Needs have to be developed with implication questions. Implication questions will increase the seriousness of the problem
The Value Equation:
- Cost of solution outweighs the problem
- Implication questions take the problem and build it up
- It becomes large enough to justify action
Questions to Develop Needs:
Implication questions, about the effects, consequences or implications of the customers problems e.g.
“You say the software is hard to use - how does that affect your productivity?”
“The data is easy to lose - what does this mean to your company?”
“So you return fewer calls - how does it affect your customer service?”
Questions to Capitalise On Developed Needs:
Need pay off questions,question the value or usefulness of the proposed solution e.g.
“How will this help you?”
“Why do you need to do this?”
“Why is this importa
Tip #1: Looking for work can be difficult. Looking for work long-distance is even tougher! Fortunately, the Internet makes long-distance job searching easier than it has ever been before. Using a job search engine is a great way to find and apply for job openings in the geographic area of interest. Job search engines like Monster can usually be searched by state or zip c
“How do you manage with.......?”
“Are you satisfied with........?”
Developing Needs:
In a larger sale, uncovering problems and offering solutions does not work. Needs have to be developed with implication questions. Implication questions will increase the seriousness of the problem
The Value Equation:
- Cost of solution outweighs the problem
- Implication questions take the problem and build it up
- It becomes large enough to justify action
Questions to Develop Needs:
Implication questions, about the effects, consequences or implications of the customers problems e.g.
“You say the software is hard to use - how does that affect your productivity?”
“The data is easy to lose - what does this mean to your company?”
“So you return fewer calls - how does it affect your customer service?”
Questions to Capitalise On Developed Needs:
Need pay off questions,question the value or usefulness of the proposed solution e.g.
“How will this help you?”
“Why do you need to do this?”
“Why is this importa
If you are a creative, but concise writer, then being a resume writer could be the perfect job for you. Many people have a good deal of job experience, but don’t know the best way to present it to a potential employer. With just the right polish and editing, their resume could put them at the top of the pile. While there are programs out there that can “help” write a resume, nothing beats the human touch
“You say the software is hard to use - how does that affect your productivity?”
“The data is easy to lose - what does this mean to your company?”
“So you return fewer calls - how does it affect your customer service?”
Questions to Capitalise On Developed Needs:
Need pay off questions,question the value or usefulness of the proposed solution e.g.
“How will this help you?”
“Why do you need to do this?”
“Why is this important to you?”
Summary:
Using questioning techniques you can control the prospect in almost any given situation. You can guide the prospect towards acceptance of your solution. Should you need to, you can use questioning techniques to regain control.
These techniques are very effective when used at the “Exploratory Meeting” stage.
Copyright © 2006 Jonathan Farrington. All rights reserved
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