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.|
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.|
By laying out ...