Assessing Client Needs

In section one of the CAP Selling Article, I discussed the importance of listening closely to actual words people use and their tone of voice. Tone of voice is very important; it tells the hidden meaning of what people are really thinking.

You know the old proverb: "It is not what you say, but how you say it." I cannot stress knowing how to use tone of voice enough -- it drastically effects the success of your sales.

In this issue of the Executive Sales Newsletter, I discuss the importance of proper needs assessment and the process to ensuring you adequately capture your clients' needs clearly and concisely.

There are four primary parts to the sales process. They are:

1. Introduction -- rapport building
2. Needs, wants, and problems assessment
3. Alignment of solutions
4. Closing

Each of these four sections has sub-sections. The depth of the sub-section depends on the industry and more importantly on the price of your product.

The focus of this article is on Section two "Needs, Wants, and Problem Assessment" with an in-depth examination of the Needs portion of your client assessment.

First, analyze the difference between the three areas of possible assessment. There is a definite distinction between needs, wants, and problems.

A person inherently has all three fundamentals present at all times. The important thing to learn is which one of the three fundamentals is the most important to your client.

The "Wants" Fundamental of the human or corporate equation sheds light on desires. We all have desires and at times those desires can be misinterpreted as needs. Don't make this mistake when you are evaluating a client or potential client.

When I was a stockbroker and investment advisor, I worked with a client who had his fundamentals in disarray. He would express to me that he needed to have a house in the Bahamas when he retired, and that he wanted his kids to be able to go away to college.

Call me crazy I think you need to have your children go to college and you want to have a house in the Bahamas when you retire. As a sales person, you must listen closely to what someone is saying. Right or wrong this guy's greatest desire was the house in the Bahamas. However, it was important for me to help him align his desires and needs. Once we accomplished that task, we were able to create a realistic solution to fulfill his needs and satisfy his desires or wants.

Problem Fundamental

The Problem Fundamental is really a product of a failing to plan for or fulfill a need or want.

If any of you have a Dad like mine, you can most certainly identify with the line I heard all of my life. "Son, failure to plan is planning to fail." Problems always arise when needs grow to the point of creating substantial pain on the Positive X Factor or when a person's or company's desire for something grows so strong they can no longer live without it.

Needs Fundamental

I will discuss the Wants and Problems Fundamental more in-depth in later articles.

So let's evaluate, in-depth, the Needs Fundamental. Needs are the basics that make any person, thing, or situation exist. I use the words ‘thing’ and ‘exist’ because if we are talking about a company, obviously its needs are different than the need for water and food of an individual. Needs are the strongest of all the fundamentals. When needs are not met within an organization or human being the entire organism is doomed to fail.

For you, the sales professional, your goal should be to determine your client's basic needs of survival. When you understand their needs and you evaluate whether they are being met you quickly can determine your opening.

Needs are defined as a direct detriment to a person's or company's Positive X Factor. The Positive X Factor is influenced when a particular need is met or not met.

Here is an example of the Positive X Factor for an individual:

A salesperson was experiencing some difficulties in her personal life. This ultimately affected her commissions since she was spending the majority of her time focusing on her personal life and she quit doing the tasks that made her a top-producer. Through analysis and evaluation, together, we determined that she needed to resolve a personal relationship issue before she would rise to the top again.

We set-up a plan of action through counseling and self-enrichment to take action on this need. As time went on, she realigned her personal situation, her Positive X Factor (i.e., commissions and success) were positively influenced.

Positive or Negative X Factor is the situation which is effected positively or negatively by a need either fulfilled or left unfulfilled.

Let us take a look at an example of the corporate shipping division of a paint factory:

The division's needs are efficiency, timeliness, minimal delivery error to success ratio, competent staff members, full-staffing of all shifts, efficient manufacturing process to ensure product, adequate warehousing, JIT delivery system, IT systems to track shipments and fulfillments, integrated systems with sales, accounting, and procurement, and many other vital processes involved in the success of the division.

If any one of the basic fundamental needs of this division are lacking the person responsible for this division's success is certainly seeking a solution to fulfill the need. Ah, ha - and in enters the salesperson.

Needs Assessment of Your Clients

I want you to now begin to think about your clients. Ask yourself, "What are the basic fundamental needs of my clients or potential clients as they relate to our industry?" If you are new to your industry, find a veteran to spend time with and ask him or her this question. You should perform this as a brainstorm exercise.

If you have never brainstormed before, let this be the beginning to a wonderful future of positive mental stimulation. You may use my article on brainstorming to help develop idea.

It is vitally important that you perform this task, as it will make your experiences with this Needs Assessments section more valuable.

Once you have brainstormed ideas for your clients' needs, put away the piece of paper for 24 to 48 hours. Then bring it back out and review the ideas again. This time rewrite all of the ideas and evaluate whether the idea is a true need or if it is a want or desire.

I hope you will embrace this task of brainstorming and I look forward to teaching you more about the needs assessment process.