Robert Hewitt, a Monterey, California, financial planner, has new clients fill out a detailed questionnaire before the first appointment. This procedure is part of his customer strategy. He studies the completed questionnaire and other documents before making any effort to find a solution to any of the customer’s financial planning needs. The survey or “needs discovery,” as it is also called, is an important part of the problem-solving philosophy of selling. It often is used in selling products where the need cannot be established without careful study.
The survey approach offers many advantages. It is generally a nonthreatening ...
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