Making a good needs analysis in a sales meeting has always been important. But in today's modern and complex sales, it is not enough to just understand the customer's current needs in the needs analysis.
The salesperson's skill needs to be more focused on exploring and challenging future scenarios and challenges with the customer.
I sometimes describe it as a "scenario and risk analysis".
Sellers need to deepen the dialogue around the risk analysis.
However, this places greater demands on the modern seller in terms of needs analysis.
Some important points to be able to challenge the customer's future risks.
1. Prepare before the meeting - avoid too many situational questions
- Understand the customer's business.
- Make a risk analysis for the customer's future. Understand future problems and challenges.
2. In the customer meeting - ask problem questions
- What do the challenges of the future look like? Challenge the customer.
- Type of risk, who, priority. (ask problem questions).
3. In the customer meeting - ask impact questions
- Develop the dialogue and deepen it within relevant challenges
4. Clarify the requirements, benefit and value - ask benefit questions
- The customer gains greater insight into their future but also
- The understanding of doing something about it already today
- Connect your solution to the customer's requirements.
In today's modern and complex sales, it is not the product or the service that differentiates itself - that time is over - it is the seller that differentiates itself.
//Good luck with the sale
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