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Chapter 13 Initiating the Sale 1 Section 13.2 Determining Needs in Sales Marketing Essentials.

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Presentation on theme: "Chapter 13 Initiating the Sale 1 Section 13.2 Determining Needs in Sales Marketing Essentials."— Presentation transcript:

1 Chapter 13 Initiating the Sale 1 Section 13.2 Determining Needs in Sales Marketing Essentials

2 Chapter 13 Initiating the Sale 2 SECTION 13.2 What You'll Learn  Why determining needs is an essential step in the sales process  Three methods used for determining needs Determining Needs in Sales

3 Chapter 13 Initiating the Sale 3 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.

4 Chapter 13 Initiating the Sale 4 SECTION 13.2 Determining Needs in Sales Key Terms  nonverbal communication  open-ended questions

5 Chapter 13 Initiating the Sale 5 SECTION 13.2 Determining Needs in Sales 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. Determining Needs

6 Chapter 13 Initiating the Sale 6 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.

7 Chapter 13 Initiating the Sale 7 SECTION 13.2 Determining Needs in Sales How to Determine Needs Three methods will help you determine customer needs:  observing  listening  questioning

8 Chapter 13 Initiating the Sale 8 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.

9 Chapter 13 Initiating the Sale 9 SECTION 13.2 Determining Needs in Sales 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. Listening

10 Chapter 13 Initiating the Sale 10 SECTION 13.2 Determining Needs in Sales 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: Questioning  who  what  when  where  how  why Slide 1 of 2

11 Chapter 13 Initiating the Sale 11 SECTION 13.2 Determining Needs in Sales 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. Questioning Slide 2 of 2

12 Chapter 13 Initiating the Sale A SSESSMENT 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

13 Chapter 13 Initiating the Sale A SSESSMENT 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

14 Chapter 13 Initiating the Sale A SSESSMENT 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?

15 Chapter 13 Initiating the Sale 15 End of Section 13.2 Marketing Essentials


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