Desenvolvendo Necessidades

Summary

The script explains how customer needs evolve from implicit to explicit. Initially, customers express dissatisfaction with their current solution, which gradually becomes a clear need for change. Successful sales hinge on recognizing these needs and differentiating between implicit and explicit ones. In complex sales, emphasizing the severity of the problem over the cost of the solution is crucial. By using strategic questioning techniques, salespeople can transform implicit needs into explicit ones, significantly improving their chances of closing larger deals.

Takeaways

• 😀 A need develops when a potential client explicitly expresses dissatisfaction or desires a solution.
• 😀 Needs usually start with a small imperfection, where the current solution is almost fine but not entirely satisfactory.
• 😀 The journey of need discovery progresses from implicit awareness to explicit recognition, driving the desire for change.
• 😀 Implicit needs are when a customer states problems but hasn’t yet acknowledged the need to take action or change solutions.
• 😀 Explicit needs are when a customer acknowledges the need for a solution, often verbalizing an action like needing a faster system.
• 😀 Salespeople who succeed in sales distinguish between implicit and explicit needs, while others might rush to offer a solution too early.
• 😀 Failing to differentiate implicit and explicit needs can lead to unsuccessful sales, as the customer might still be in the discovery phase.
• 😀 The success of simple sales often relies on addressing implicit needs, but complex sales require more in-depth exploration of explicit needs.
• 😀 For complex sales, the balance between the severity of the problem and the cost of the solution is crucial, focusing more on the gravity of the problem.
• 😀 In complex sales, a successful deal is more likely when the problem's gravity outweighs the cost of the solution, requiring the salesperson to make the need explicit.
• 😀 In complex sales, focusing on explicit needs significantly increases the likelihood of a successful sale, as shown by the higher success rate in visits where explicit needs are identified.

Q & A

What is the starting point of need development in the context of a sales process?

The development of a need starts with a small imperfection in the current solution, where the customer feels that things are almost fine, but not entirely. This leads to the discovery of a need for improvement.

How does a customer's perception of a need evolve during the sales journey?

A customer's perception of a need evolves from an implicit dissatisfaction to an explicit, urgent need for change. Initially, the customer may be unaware of the full gravity of the issue, but as it becomes more pressing, the need becomes explicit and requires immediate action.

What is the difference between implicit and explicit needs?

Implicit needs are vague and focused on problems, such as dissatisfaction with an existing system, but do not involve clear actions. Explicit needs, on the other hand, involve a direct call to action, such as a customer stating they need a faster system.

Why is it important for a salesperson to distinguish between implicit and explicit needs?

Distinguishing between implicit and explicit needs is crucial because salespeople need to understand where the customer is in their decision-making process. Pushing a sale when the need is still implicit may result in failure, while recognizing explicit needs allows for more effective sales strategies.

What is the common mistake made by salespeople in identifying needs, according to research?

Research suggests that salespeople with less success in sales often fail to differentiate between implicit and explicit needs, which leads them to push for a sale too early, before the customer has fully recognized the need.

How do implicit needs influence simple vs. complex sales?

In simple sales, implicit needs can be enough for a successful transaction. However, in complex sales, explicit needs become more critical. While implicit needs may guide the conversation, exploring explicit needs is necessary for closing larger, more intricate deals.

Why is the balance between the gravity of the problem and the cost of the solution important in complex sales?

In complex sales, the balance between the severity of the problem and the cost of the solution is vital. The salesperson must make the problem seem severe enough that the customer is willing to prioritize solving it over the cost of the solution.

How can a salesperson increase their chances of a successful sale in complex scenarios?

To increase the chances of a successful sale in complex scenarios, a salesperson needs to make the customer’s need more explicit by highlighting the gravity of the problem. This increases the likelihood that the customer will be more focused on resolving the issue than on the solution's cost.

What role does the SPIN Selling method play in uncovering needs?

The SPIN Selling method plays a key role in transforming implicit needs into explicit ones. Through strategic questioning, the salesperson helps the customer realize the full extent of their problem, which is essential for progressing toward a sale.

What does research say about the success of salespeople who handle needs differently?

Research indicates that successful salespeople consistently treat implicit and explicit needs differently, often without realizing it. By properly handling both types of needs, they increase their chances of closing a sale, especially in complex transactions.