Phase 2—Analyzing Customer Value: Needs and Motivations
The Objectives of This Step
• To move beyond ring 3 of the circle of trust
• To investigate the customer value and discover the deeper needs and motivations for the purchase
• To take control of the negotiation guiding the customer to discover their needs
• To develop active listening by acting as a giver
Thanks to the indications in the previous phase, Renato managed to set up some appointments. He is now face to face with one of his prospects but again he has a number of doubts: “How long will it take me to understand the customer’s needs? How will I know what this person really needs without appearing intrusive? In the end customers are all the same, and my experience permits me ...
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