Summary: Uncovering customer needs is critical. Essentially, Maslow's hierarchy of needs implies that when one need is satisfied, another one is likely to pop up. Once I've got this satisfied, then I'm going to be working on this, and then I'm going to be working on this. It's human nature. So if you recognize the fact that the needs are constantly going to be changing and you adopt a policy of constant requalification with your people -- staying in touch, building that relationship, and finding out what they need next -- you're going to be in much better shape.<br> <br> <br> <br> David: Hi, and welcome to the podcast. In today's episode, cohost Jay McFarland and I will be discussing the idea of uncovering customer needs. Welcome back, Jay.<br> <br> <br> <br> Jay: Thank you so much, David. It's such a pleasure to be here. I think that this is another great topic because a lot of times we just decide on our own what we think the customer needs, right? So we formulate that in our mind and we try and force that square into a round hole. You're probably creating a lot more problems that you really don't need to have.<br> Uncovering customer needs in sales<br> David: Exactly. When salespeople go in with the idea of "what I want to sell this person," instead of "what does this person need," they're behind the eight ball right from the beginning. And I think there are some schools of thought in terms of sales, particularly if it's a company that has one primary product that they're looking to push, that, okay, you just have to go in and sell this.<br> <br> It reminds me of, you know, selling things door to door. If you're a Fuller brush salesman and you're looking to sell this one particular brush, well that's my thing. That's what I've got to sell.<br> <br> If you are sort of a one trick pony like that, if you've got one thing you want to sell, then this can still actually apply to you.<br> <br> Because when we think in terms of customer needs, I think a lot of people get stuck on the idea that uncovering customer needs means discovering which products they want to buy from us. And uncovering customer needs goes way beyond that. It's more about what do they really need?<br> <br> Where are they struggling? What do they need help with? What are they trying to accomplish? Because even if you're selling a Fuller brush, if you go in with the idea of "do you want to buy this brush," the answer is no.<br> <br> But if you find out that what they're struggling with is that they're very busy and they don't have enough time, and their life is chaotic.<br> <br> Then you may be able to let them know that this Fuller brush is going to allow them to clean things faster and be more economical in their time and accomplish some of the things that they're telling you are actually important to them.<br> <br> So while that's a rather extreme example, it really goes to the whole idea of what I believe uncovering customer needs is all about.<br> Uncovering customer needs with questions<br> Jay: Yeah. And I think there's only one way to get to customer needs and that's to ask questions, right?<br> <br> David: Right.<br> <br> Jay: If you start out with your sales pitch, you're not going to know what their needs are. And I also like the idea of letting them talk and that helps you build the relationship and discover their needs. Is there another way besides asking question?<br> <br> David: I don't think there really is. I mean, you've got to be able to get the answers from them. The only way that you can actually uncover a need is for them to vocalize it. I mean, unless it's something that you've observed, Hey, it looks like you could really use this.<br> <br> Right? Or if somebody refers you to that person and says my friend could really use what you're offering here. But even then, it's somebody else's opinion. So that's just the beginning of a point of conversa...
