Step 1: Determine Wants and Needs
The wants and needs of both parties are shown in Table 5.2.
Seller: Voice Response, Inc. | Buyer: Rough-Rider Outfitters |
---|---|
What do you want? | What do you want? |
Large customer to install and demonstrate new product—Spectrum. | State-of-the-art voice response system in six months. |
What would getting this (want) do for you? | What would getting this (want) do for you? |
Demonstrate technical superiority. | Improve quality and quantity of customer orders. More transactions, fewer people on phones. Higher profits. |
Provide a test site. | |
Is this my need? If you’re not sure, ask the question again: What would getting this do for you? | Is this my need? If you’re not sure, ask the question again: What would getting this do for you? |
Increase revenue and market share. | Impress new market segment—young professionals. |
Create a Needs/Objectives Matrix
To create a Needs/Objectives Matrix, we distinguish business and personal objectives, as shown in Table 5.3.
Needs/Objectives | Seller: Voice Response, Inc. | Buyer: Rough-Rider Outfitters |
---|---|---|
Business | Demonstrate the technical superiority of Spectrum.
Beta test site for new software. Regain market position. | Install user-friendly voice response system to handle increased volume. Secrecy about new marketing program. |
Personal | Please your boss by landing this major deal for Spectrum. | Maintain quality of customer ordering system. Don’t upset the present customer base. |
Analysis of Step 1
By laying out ...
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