The value of a purchase (product or service) for a client is determined not by its characteristics, but by how the product is able to satisfy current needs. For example, a person acquires not an alarm for a car, but calmness and confidence in safety. For the seller, the most important thing is to identify exactly those benefits that the buyer expects from the purchase. If this is ignored, then even if a single purchase is made, the client will never return to you, and certainly will not recommend your company to his circle. Remember that only 20% of buyers clearly know their needs.
Instructions
Step 1
Make contact. Introduce yourself first and find out how to address your opponent. If a client comes to you himself, you should not ask "How can I help?" Better so - "What interests you?" Thus, you initiate the desire to think about what exactly he is interested in. Don't ask formally, be prepared to listen. The manner and speed of speech should match the client's conversation.
Step 2
Ask questions. Act like a funnel - start with general circumstances and move on to clarify the details. Open-ended questions ("Why?", "For what?", "Why") will help you get the most information in expanded form. Alternative (with conjunctions "or", "or") will provide a choice or turn the conversation back on track. Closed questions imply an unambiguous answer and serve to clarify the client's position and create certainty. There should not be many closed-ended questions, use open-ended questions mostly.
Step 3
Listen to the buyer carefully. Use active listening skills: ask clarifying questions, encourage the interlocutor, give feedback. Get confirmation that you understood correctly if you have any doubts about this. Do it pauses without interrupting the client. This will show how important the true needs of the client are to you.
Step 4
Translate your conversation into benefits. Show that you understand what the customer really wants.
