How to identify the need for conversation:
- If a customer asks “How much does it cost?” → it means he already wants to buy, but doubts the value.
- If he says “I’m still thinking” → you need to figure out what exactly he’s afraid of or doesn’t understand.
- If he specifies the details of the functionality → it means he already has experience working with similar services, and it is important to highlight the differences.
After the first sale
Customers rarely buy everything at once. After the initial transaction, additional needs may be identified:
- If a client has purchased a CRM, he may need integrations.
- If you ordered an autodialer, it may need a script for processing incoming calls.
SPIN Method
(Situation – Problem – Implication – Need-Payoff)
This method works well in complex B2B sales, where the client himself may not fully understand his problem.
Example: You are selling a voice robot for business.
- S (Situation): “What tools do you use to handle calls?”
- P (Problem): “Have you experienced dropped calls or operator overload?”
- I (Consequences): “How does this affect your revenue?”
- N (Solution): “If you automate the process, will you be able to process more applications and increase conversion?”
This method helps not just “foist” a product on the customer, but to show its value through the identified problems of the client.
Method 5 “Why”
Works to identify the deep need , fax marketing not just the superficial request.
Example: The client says: “We need more incoming requests.”
- Why? – “Because current applications are not converted.” customer accounting with a call center
- Why? – “Because the operators don’t have time to process them.”
- Why? – “Because there is too much manual rcs database work.”
- Why? – “Because the processing system is outdated.”
- Why? – “Because there is no auto-dialing or automatic reminders.”
As a result, instead of generating new requests, the client really needs to optimize the work of operators.
Open questions
Often, salespeople make the mistake of asking closed questions to which the customer answers “yes” or “no”.
Badly:
- “Do you need a voice robot?” – “No.”
- “Do you want to automate your calls?” – “I don’t know.”
Fine:
- “How do you currently process incoming requests?”
- “What difficulties do you have with current calls?”
- “What is important to you when choosing a supplier?”
The more the client talks, the better.
How not to identify needs
Imposing a solution before the problem is resolved
Manager: “You need an autodialer!”
Client: “Why?”
Manager: “Well, because it’s convenient.”
Much better:
Manager: “How do you currently process incoming requests?”
Client: “Through operators, but they can’t handle it.
” Manager: “Would it help if some of the calls were automatically confirmed by the system?”
Use complex terms
Not all clients understand IT, marketing or finance. If they don’t understand what you’re talking about, the deal won’t happen.
Ignore what the client says
If a client says that flexibility of settings is important to him, you shouldn’t immediately sell a cheap tariff with restrictions.