Presented  by  Lynn  M.  Campbell  

     Introductions  &  Expectations  

     Goal  of  Discovering  Wants  &  Needs  

     Defining  Wants  &  Needs  

     The  Questioning  Sequence  

     Additional  Tips  for  Effectiveness  in  Discovering  Wants  &  Needs  

     Q&A  

Agenda  

Goal  of  Discovering  Wants  &  Needs  

  To  reinforce  rapport  and  your  genuineness  and  

credibility  

  To  gain  a  complete  understanding  of  the  

prospect’s  situation  

  To  help  the  prospect  tell  you  how  to  help  him  or  

her  buy  from  (hire)  you  

Defining  Wants  and  Needs  

Decision  makers  are  more  likely  to  buy  what  they  need  from  people  who  understand  what  they  want.    However,  decision  makers  will  easily  talk  about  what  they  need  and  reluctantly  talk  about  what  they  want.  

Defining  Wants  and  Needs  

WANTS    PERSONAL   NEEDS  ORGANIZATIONAL  

Not  product  or  service  specific   Product  or  service  specific  

Perception-­‐oriented   Fact-­‐oriented  

Emotional   Rational  

Frequently  not  verbalized   Application  –oriented  

Not  readily  accessible   Readily  accessible  

Ongoing   Situational  

Defining  Wants  and  Needs  

“Needs”  have  2  characteristics:  

1.  Latent  •  No  plan,  intent,  or  desire  to  act  on  it    

•  The  prospect  is  aware  of  the  need  

•  No  sense  of  urgency  

•  Ex:    “Our  customer  complaints  are  too  high”,  

or  “This  machine  breaks  down  too  often  but  

we’ve  learned  how  to  work  around  it.”  

Defining  Wants  and  Needs  

“Needs”  have  2  characteristics:  

2.  Active  •  Prospect  is  aware  of  them  

•  There  is  a  plan,  intent,  or  desire  to  take  

action  

•  Example:  I  have  to  reduce  costs  by  3%  

•  You  want  to  convert  latent  needs  to  

active  

The  Questioning  Sequence  

The  Questioning  Sequence  

The  Logical  Sequence  for  Questions:  

   General/Situational  Questions  

   Goal/Problem  Questions  

   Consequence  Reward/(Implication)  Questions  

 Decision  Making  Questions  

The  Questioning  Sequence  

 General/Situational  Questions  

• To  help  gather  necessary  background  data  • What  are  examples  of  these  types  of  questions  

• 5  W’s  and  an  H  

• Provide  an  understanding  of  the  current  environment  

and  how  it  came  to  be  

• General  framework  of  the  organizations  way  of  doing  

business  

The  Questioning  Sequence  

     Goal/Problem  Questions  

•   Gather  facts,  data  and  information  

•   Explore  feelings  

•   Conflict  in  this  stage  is  you  need  to  uncover  issues  yet  people  

do  not  readily  admit  problems  to  someone  they  just  met  

•   People  may  tell  you  about  possible  problems  or  goals  

•   Challenge  &  issues  before  problems,  why?  

The  Questioning  Sequence  

   Consequence  Reward/(Implication)  Questions  

•   Asks  the  prospect  to  define  what  a  negative  result  will  

happen  if  the  problem  is  not  addressed  

•   Move  to  the  reward  for  to  not  stay  on  the  negative  

•   Reward  question  is  on  a  personal  level  

• Questions  should  lead  to  an  impact  on  the  need  

categories  

The  Questioning  Sequence  

   Decision  Making  Questions  

•   These  questions  often  are  intertwined  in  previous  

questions  

•   Make  sure  to  find  out  who  needs  to  be  involved  

•   If  a  proposal  is  needed,  know  what  is  required  

The  Questioning  Sequence  

   Quality  Questioning  

•   Builds  credibility  

•   Develops  rapport  

•   Ensures  perspective  that  you  bring  more  value  

•   Demonstrates  your  focus  on  improving  customer’s  4  

needs  categories  

Additional  Tips  for  Effective  Discovery  

1.   20%  talking  80%  listening  

2.  Stay  objective  –  Refrain  from  evaluating  or  judging  information  

3.  Ask  open  ended  questions  

4.  When  someone  refuses  to  answer  or  gets  defensive,  change  to  a  

more  comfortable  topic  and  return  to  the  topic  later  (if  need  be)  

5.  Be  alert:    Evaluate  your  behavior,  adapt  your  style,  watch  for  

cues  to  shutting  down  or  opening  up  

6.  Resist  the  urge  to  talk  about  solutions  (in  early  stages)  

7.  Get  used  to  asking,  “Is  there  anything  else?”  

Additional  Tips  for  Effective  Discovery  

 Handouts  

   Sample  Questions  

  Questioning  Techniques    Flowchart  

Questions  &  Answers