1. Section 13.2 Determining Needs in Sales
Marketing Essentials
n Chapter 13 Initiating the Sale
Section Determining Needs in Sales

2. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
What You'll Learn
Why determining needs is an essential step in the sales process
Three methods used for determining needs

3. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Why It's Important
A thorough analysis of customers' needs and wants is necessary when planning and executing effective sales presentations. Customers vary greatly in their perceptions and requirements, so salespeople must learn how to uncover those differences. This section will help you to accomplish that goal.

4. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Key Terms
nonverbal communication
open-ended questions

5. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Determining Needs
Customer needs are directly related to buying motives. Motives can be rational, emotional, or a combination of both. In this step of the sale, your job is to uncover the customer's reasons for wanting to buy.

6. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
When to Determine Needs
The salesperson should determine the customer's needs as early in the sales process as possible.
In a retail selling, the salesperson should begin to determine needs immediately after the approach. In business-to-business selling, needs can be determined in the preapproach.

7. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
How to Determine Needs
Three methods will help you determine customer needs:
observing
listening
questioning

8. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Observing
When you observe a customer, you look for buying motives that are communicated nonverbally. Nonverbal communication is expressing yourself through body language such as facial expressions, hand motions, and eye movement. In B2B selling, nonverbal communication can include the personal belongings in a buyer's office.

9. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Listening
Listening helps you pick up clues to the customer's needs. Remember these five important listening skills when talking to your customers:
Maintain good eye contact.
Provide verbal and nonverbal feedback.
Give customers your undivided attention.
Listen with empathy and an open mind.
Do not interrupt.

10. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Questioning
In order to listen to customers, you must get them talking. One way of engaging a customer in conversation is to ask questions.
Build your questions around words like:
who
what
when
where
how
why
Slide 1 of 2

11. Determining Needs in Sales
SECTION 13.2
Determining Needs in Sales
Questioning
Do ask open-ended questions—questions that require more than a yes or no answer.
Do ask clarifying questions to make sure you understand customers' needs.
Don't ask too many questions in a row.
Don't ask questions that might embarrass customers or put them on the defensive.
Slide 2 of 2

12. Reviewing Key Terms and Concepts
ASSESSMENT
13.2
Reviewing Key Terms and Concepts
1. Why is determining needs an essential step in the sales process?
2. When should you begin determining needs in the sales process?
3. At what point in the sales process do you stop determining the customer's needs?
Slide 1 of 2

13. Reviewing Key Terms and Concepts
ASSESSMENT
13.2
Reviewing Key Terms and Concepts
4. Name three methods used to determine customers' needs.
5. Without asking a direct question, how could you find out how much a customer weighs in order to properly outfit him or her with the proper size skis?
Slide 2 of 2

14. ASSESSMENT Thinking Critically 13.2
You are a salesperson in a rug store that carries inexpensive area rugs, medium priced area rugs, and very expensive, authentic Persian and handmade rugs. How would you determine your customer's price range so you know which category of rugs to show?

15. Marketing Essentials
End of Section 13.2