Sales Bringer Customer Wishes: 7 Steps to Sales


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What goals and wishes, expectations and fears does the customer have? A needs analysis in 7 steps helps sellers find out what the customer really wants. Mis-buying is thus avoided as well as useless customer appointments.

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Oliver Schumacher Oliver SchumacherOliver Schumacher is sales trainer and speaker.

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Good sales people are customer understanding

Main thing the customer buys. This is no longer true. Good sellers also have the moral obligation to protect customers from a bad buy. However, this obligation only meets those who know their customers as well as possible.

Sellers must dare to ask questions in order to understand the real need, which concrete goals, desires and expectations the customer has. In addition to the needs analysis, he should give the customer a sense of security. A successful sales pitch forms the starting point of a promising cooperation.

1. Customer Communication: Getting Wishes

It is a pleasure for sellers to make things easy for themselves and proceed according to the motto: “If the customer requests A, then he should also get A. Otherwise I would have to contradict him and what will become of the business and my sales / commission? ”

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Simply asking questions reveals many details: “Ah, interesting. You want model A. What do you want to do with it primarily? ” or “Great. There are many alternatives in this area. What exactly do you want to do with it, maybe there are even better options for you. ” can cause customers to disclose valuable information. With this knowledge, the offer can be modified and, in the best case, even expanded.

2. Sales Tricks: Is there a price limit?

Who visites sovereign stands at its prices, can handle it confidently and address it on its own. Most customers feel this honesty and also react more openly and are quicker to name their ideas. The question "How much do you want to spend?" can be good in one situation or another, but can also seem a bit clumsy at times.

A question embedded in additional information is more binding: “We have different solutions for what you need. One solution is around x euros. This way you can reach A and B. The other variant for y Euro can also do C and D. What do you think, which solution do you think is better? If a customer does not want to go beyond a certain limit, he will now make this clear.

3. Sales talk: What expectations does the customer have?

An appointment is more than just the entry in the calendar. Just when a potential new customer logs in, the seller should know as exactly as possible, what is actually going on. Corresponding facts can easily be asked:

"So that I can prepare myself optimally: What are your expectations for the interview?" The following question is also very informative: “I assume that you will invite several suppliers who are basically suitable for you. What are the decisive criteria for you, according to which you choose one? ”

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4. Recognizing customer motives: who is my interlocutor?

In such a new customer conversation, not only the specific time should be agreed when the meeting begins, but also how long the interview is likely to last.

In order to ensure that decision-makers are also present, the following question helps “Who do you choose the supplier with?” This question is much more diplomatic than a direct "Are you the decision maker?" If it is not the interlocutor, this binding formulation saves him from having to reveal himself as incompetent and he saves his face.

5. Increase sales: communicate profitably

The communication does not always run optimally during sales talks. All too often, mistakes happen because both the seller and the customer see and understand everything from their own perspective. These errors should be avoided:

  • Without talking about it, the interlocutors presuppose certain circumstances that the other person does not fulfill.
  • Lack of concentration. With too little attention during the negotiations, the purchase and / or its consequences are not fully realized consciously.
  • Both sides are too superficial: too little is visualized, co-written and questioned.

6. Sales: Are providers and customers compatible?

How does the customer tick? What experience has this already gained in the branch of the provider? Concrete questions in this regard create clarity. With a high probability here comes one or the other negative point to the language.

The answers clearly signal the seller's wishes, values ​​and requirements to himself. If the seller already notices that he can not meet the requirements, he should rather decline the order. So much honesty should also a hired salesman, who is bound by instructions and has to sell, raise. After all, the needs analysis is also there: To find out whether one can take responsibility for serving or supplying the customer.

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7. Sales Manager: Honest advice and generate sales

As a rule, a customer relies on the advice and recommendations of the seller. A salesman who only ever sells exactly what the customer says gives away his job potential. Not the customer is the expert, but the seller.

So if there are any points left to this, so that the customer gets an even better solution, then he has to offer them as well. If not, a ubiquitous competitor is already on the watch: The Internet quickly displaces all those salespeople who do not think with commitment and really work for the best solution from the customer's point of view.


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