Needs identification is the process of discovering a customer's requirements, constraints, pain points and motivations. It is a basic personal selling technique that is used to understand how your products will be of value to the customer. This information is then used to develop a proposal, pitch, negotiate and close the sale. The following are illustrative examples of need identification.
GoalsAn IT company is considering a commercial solar installation. The solar salesperson begins by asking about goals in areas such as sustainability, operational efficiency and power redundancy.
Pain PointsA business software salesperson asks customers about problems they have experienced with their current platform.
RelationshipsA cloud infrastructure salesperson asks the customer about their relationship with their current provider in areas such as support.
ConstraintsA real estate agent asks a customer about their budget and the timing of their job relocation.
ScopeA software salesperson asks questions to quantify the number of user subscriptions the customer will require such as the size of their operations team.
RequirementsA robotics salesperson asks a manufacturing firm about the steps in their production process to understand their basic requirements.
CostsAn electric bus salesperson asks a customer how much fuel their current fleet uses each month.
DriversA software platform salesperson asks a customer whether marketing or operations will sponsor the purchase.
MotivationsA car salesperson asks questions to understand if customers are motivated by factors such as status, safety, performance, features or aesthetics.
Key Decision FactorsA real estate agent asks the customer to rank their requirements such as proximity to a school as either "must have" or "nice to have."
This is the complete list of articles we have written about sales.
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