Identify customer's needs (Sales)

A salesman is a solution provider.

Here, we identified three important skillsets;

1) Build rapport

When you can connect at a personal level with the customer, you have successfully achieved building a rapport with them. The importance of setting an image will display to the customer what you want them to see. This explains why a salesman's natural behaviour always wants to show the "good side". 

Thus, the technique of showing what the customer wants and how you can help them to achieve it will create a professional rapport. At the same time, your character can slowly resonate with them personally, such as interests and hobbies. 

2) Active-listening

Active listening is the ability to actively listen to what the customer wants across time. As the situation of the prospect changes, you need to adapt to theirs and identify gaps that you can propose as a solution. This explains why successful salesman will like to visit important customers whenever they are free. 

Hence, the things you should pick-up during the conversation are;

i) their interest

ii) their budget

iii) why they are not interested to purchase

Your questions should revolve around these three points.

3) Tell a customised story

In comparison to telling how you can help the customer, storytelling can be very powerful.

Storytelling is a passive way to tell someone what you can do because they can be immersed in your story and acquire the intention you want them to know. 

Hence, after you gather information through active-listening, you must sell a story that resonates with their interest and budget. Most importantly, why is their purchase a steal compared to proposals from other competitors.

Remember, use real case scenarios and examples in your story, this will help you react more readily if they question you.

4) Diamonds in the feedback

After the prospect hears your story, they will have ideas to share. This is where you need to listen again and identify feedbacks. Feedbacks include;

i) doubts - which they would like to clarify to make certainty in getting solutions 

ii) concerns - which they would at this point reveal what is holding them back 

iii) rejection - which they would show very low interest in your story, they may cut your story, or you can observe they are distracted by looking at their phone and not maintaining eye contact anymore. 

Tip

Always do your homework before telling a story that does not resonate with the interest of the prospect. You will sound like a salesman and not a solution provider.