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Questions That Sell by Paul Cherry

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What Your Customer Needs

You might be wondering why your customers have never talked to you about their desire for more time with their families or their wish for a raise. People have been conditioned in our society not to expose too much and to avoid seeming vulnerable. Customers embrace these mores by masking their real wants with superficial needs.

The best way to understand this concept is through the dichotomy of explicit needs and implicit needs. Explicit needs are those needs most commonly expressed by customers when asked what they are looking for. Some examples of explicit needs include improving service or quality, growing the market share, and reducing overhead. These needs tend to be based on measurable factors such as price or percentage, ...

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