Presentation on theme: "Section 13.2 Determining Needs in Sales"— Presentation transcript:
1Section 13.2 Determining Needs in Sales Marketing Essentialsn Chapter 13 Initiating the SaleSection Determining Needs in Sales
2Determining Needs in Sales SECTION 13.2Determining Needs in SalesWhat You'll LearnWhy determining needs is an essential step in the sales processThree methods used for determining needs
3Determining Needs in Sales SECTION 13.2Determining Needs in SalesWhy It's ImportantA 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.
4Determining Needs in Sales SECTION 13.2Determining Needs in SalesKey Termsnonverbal communicationopen-ended questions
5Determining Needs in Sales SECTION 13.2Determining Needs in SalesDetermining NeedsCustomer 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.
6Determining Needs in Sales SECTION 13.2Determining Needs in SalesWhen to Determine NeedsThe 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.
7Determining Needs in Sales SECTION 13.2Determining Needs in SalesHow to Determine NeedsThree methods will help you determine customer needs:observinglisteningquestioning
8Determining Needs in Sales SECTION 13.2Determining Needs in SalesObservingWhen 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.
9Determining Needs in Sales SECTION 13.2Determining Needs in SalesListeningListening 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.
10Determining Needs in Sales SECTION 13.2Determining Needs in SalesQuestioningIn 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:whowhatwhenwherehowwhySlide 1 of 2
11Determining Needs in Sales SECTION 13.2Determining Needs in SalesQuestioningDo 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
12Reviewing Key Terms and Concepts ASSESSMENT13.2Reviewing Key Terms and Concepts1. 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
13Reviewing Key Terms and Concepts ASSESSMENT13.2Reviewing Key Terms and Concepts4. 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
14ASSESSMENT Thinking Critically 13.2 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?