Needs Analysis
It is a process of identifying and evaluating the needs of a specific target group. Customer needs analysis is a fundamental stage in the sales process, serving as the starting point for preparing an effective offer. A needs analysis conducted in a careless and superficial manner results in an offer that does not match the customer's requirements, which in turn increases the risk of failure in sales.
Needs analysis and sales persona
The topic of sales persona is closely linked to needs analysis. A well-prepared sales persona, along with a preliminary needs analysis, is the starting point for effective sales activities. Thanks to it, you can break the initial ice from the start, enabling longer contact with the customer and conducting their needs analysis.
When building a relationship with a customer, don't be afraid to ask questions. Through good questions, you can learn the true needs of your interlocutor and match specific benefits that will move you closer to finalizing the business contact.
Remember that asking good questions is just as important as listening to the customer's answers. Maintain eye contact and, if necessary, paraphrase the customer's words to assess whether you have correctly read their intentions.
Usage examples:
The structure of needs analysis consists of two elements:
- researching needs through the appropriate form of questions (open or closed), best suited to the interlocutor and the moment of conversation,
- summarizing (e.g., through paraphrasing), i.e., making sure we have correctly understood the customer's problem.
Read also
Useful links:
https://www.projektgamma.pl/strefa-wiedzy/wiki/analiza-potrzeb-klienta
http://sprzedawacwiecej.pl/badanie-potrzeb-klienta/
https://barbarapiasek.innpoland.pl/129791,jak-analizowac-potrzeby-klienta-i-dlaczego-masz-to-robic