Creating Value with Need Discovery
11.3 Discuss the use of questions to discover customer needs
A lawyer does not give the client advice until the legal problem has been carefully studied and confirmed. A doctor does not prescribe medication until the patient’s symptoms have been identified. In like manner, the salesperson should not recommend the purchase of a product without thorough need identification. You start with the assumption that the client’s problem is not known. The only way to determine and confirm the problem is to get the other person talking. Effective relationship builders are willing to listen to better understand customer challenges. They ask questions that lead to consultative conversations, which open doors to greater ...
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