Multiple choice

Direction: Do as directed for the question.

Customer–driven (wants) and need–oriented (needs) selling begins with the sales professional doing a Need Analysis. In Need Analysis, the goal is to X–ray the prospect. The sales professional develops the skill and talents necessary to look within the customer and find the need of the customer – to uncover existing needs. These needs may be on the surface or just below the surface, but they definitely exist. Your duty (and opportunity) as a sales professional is to get those needs out into the open - to discover needs. As you are searching for needs, “wants” and desires will surface. Do not make the mistake of discounting these wants as frivolous because prospects take action on their “wants” as well as their needs. Please understand that I did not say you invent or create the need and wants. That is not selling. You uncover a need that is already there and, in the process, render a real service. The argument above assumes that

  1. smart selling requires identifying with the customer

  2. the customers can be tutored

  3. the selling professional can make the customer introspect

  4. even if the customers come to you and ask for your product or service, it is entirely possible that they have not properly identified what they are really looking for

  5. it is entirely possible to make the customers buy more than what they want or need
Reveal answer Fill a bubble to check yourself
D Correct answer
Explanation

The very act of differentiating ‘wants’ and ‘needs’ assumes that the customer does not always identify what he wants. Answer: (4)

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