Identifying needs is a key part of the sales process. In fact vital to everything you’re trying to achieve on your call. It’s the start of the ‘meat’ of the call, where you get them chatting and you engage in attentive listening. If you don’t do this bit properly – by the time you go to speak again you will talk about what? You can only really switch into selling mode once you’ve listened to and identified their needs. We have a 3 disc audio series on effective selling available through our online shop. This covers much of the systemised approach to selling which we call the Structure of the sales call including how to spot buying signals and identification of needs. Buy it before 30th June and we will offer you any 2 CDs from our shop for the price of one.
How to get them to identify needs
The most important thing you need to do when you finally get through to your decision-maker (who is now a potential customer) is identify their needs. Remember my maxim
Everyone is a customer. It’s just that some of them haven’t bought from you yet.
This you do by using a combination of communication skills. First you must listen really closely. Listen to what they’re saying, and what they’re not saying. Listen to how they say it, what describing words they use (adjectives !) as this gives away a lot about what is going on in their head. Consider the energy they are using in their voice too. Clearly someone will sound more excited and animated when they get onto a topic that really motivates them. Whether for good reason – or bad! Also it is important to ask questions – really good questions. Get them to consider possibilities and alternatives. Engage them mentally – they will appreciate it ! These will be a mix of open and closed questions. Open questions to probe and identify needs plus closed questions to test for commitment. Another topic we cover on one of our audio products Why questions are the answer.
Then you can sell
The third skill you may need is to talk benefits. If they’re interested and open to your approach, they will listen to you explain why your product or service is just right for them. This is how you build interest. You are then more likely to be able to close them. Try out our range of sales CD. Buy any of them today using your credit card or your paypal account and you could be listening to them in days.
The book
Since this post was originally published there is now a book to support all of this : Using the phone to sell more – how to sell to more people more often.
It is available at all good books shops including Amazon and Waterstones. Alternatively buy it directly through our website and we’ll send you a signed copy. Available here.
Identifying needs, listening skills and questioning techniques are key elements of our core 2 day Telesales Masterclass course. If you want more details or you want to discuss training for your telesales, telemarketing or lead generation team drop us some of your details here.
To Market runs telesales and telemarketing training courses in-house on your premises throughout the East and West Midlands including Birmingham, Coventry, Leicester, Northampton, Derby, Nottingham, Milton Keynes, Loughborough, Coalville, Solihull, Lichfield, Tamworth, Peterborough and Cambridge as well as wider parts of Leicestershire and Northamptonshire.