Needs Identification

Needs Identification

Needs Identification Jonathan Poland

Needs identification is the process of discovering and understanding a customer’s needs, constraints, pain points, and motivations. This is a fundamental personal selling technique that is used to identify how a product or service can meet the customer’s needs and provide value. By identifying a customer’s needs, a salesperson can tailor their proposal, pitch, and negotiation tactics to address those needs, and increase the likelihood of making a successful sale.

Needs identification involves listening to the customer and asking questions to uncover their requirements, constraints, and pain points. This information can then be used to develop a solution that addresses the customer’s needs and aligns with their motivations. By focusing on the customer’s needs, salespeople can create more compelling and persuasive pitches that are more likely to result in a successful sale.

Goals
An IT company is considering a commercial solar installation. The solar salesperson begins by asking about goals in areas such as sustainability, operational efficiency and power redundancy.

Pain Points
A business software salesperson asks customers about problems they have experienced with their current platform.

Relationships
A cloud infrastructure salesperson asks the customer about their relationship with their current provider in areas such as support.

Constraints
A real estate agent asks a customer about their budget and the timing of their job relocation.

Scope
A software salesperson asks questions to quantify the number of user subscriptions the customer will require such as the size of their operations team.

Requirements
A robotics salesperson asks a manufacturing firm about the steps in their production process to understand their basic requirements.

Costs
An electric bus salesperson asks a customer how much fuel their current fleet uses each month.

Drivers
A software platform salesperson asks a customer whether marketing or operations will sponsor the purchase.

Motivations
A car salesperson asks questions to understand if customers are motivated by factors such as status, safety, performance, features or aesthetics.

Key Decision Factors
A real estate agent asks the customer to rank their requirements such as proximity to a school as either “must have” or “nice to have.”

Learn More
Marketing Communications Jonathan Poland

Marketing Communications

Marketing communications refers to the various forms of communication that are utilized in order to achieve marketing goals. These channels…

What is Risk Communication? Jonathan Poland

What is Risk Communication?

Risk communication involves informing people about potential hazards and the steps that can be taken to prevent or mitigate those…

Willingness to Pay Jonathan Poland

Willingness to Pay

Willingness to pay (WTP) is a measure of how much a customer is willing to pay for a product or…

Dismissing Employees Jonathan Poland

Dismissing Employees

Letting go (aka firing) employees is a difficult and sensitive task, and it’s important to handle it with care and…

Media Infrastructure Jonathan Poland

Media Infrastructure

Media infrastructure refers to the technologies, services, facilities, and outlets that are essential for the communication of information, opinions, and…

Decision Framing Jonathan Poland

Decision Framing

Decision framing refers to the way in which a choice or dilemma is presented or structured. This includes the language…

Puffery Jonathan Poland

Puffery

Puffery refers to exaggerated or overstated claims in marketing communications. It is a legal concept that acknowledges that customers expect…

Customer Retention Jonathan Poland

Customer Retention

Customer retention is the practice of reducing the loss of customers to competitors. A high customer retention rate typically results…

What is a Lifestyle Brand? Jonathan Poland

What is a Lifestyle Brand?

A lifestyle brand is a type of brand that is designed to appeal to a particular way of life or…

Content Database

Search over 1,000 posts on topics across
business, finance, and capital markets.

Subscription Model Jonathan Poland

Subscription Model

A subscription model is a pricing and revenue strategy in which customers pay a recurring fee for access to a…

Influence Jonathan Poland

Influence

Influence is the ability to have an impact on the thoughts, behaviors, and values of an individual. It can involve…

Grand Strategy Jonathan Poland

Grand Strategy

A grand strategy is a comprehensive and long-term plan of action that encompasses all available options and resources in order…

Eye Contact as a Skill Jonathan Poland

Eye Contact as a Skill

Eye contact is a fundamental component of communication and a crucial social signal in human interactions. This is why it…

Micromarketing Jonathan Poland

Micromarketing

Micromarketing is a marketing strategy that involves targeting a small, highly specific group of customers with tailored products, prices, and…

Brand Objectives Jonathan Poland

Brand Objectives

Brand objectives refer to the specific goals that a brand is working towards. These goals can be both long-term end-goals,…

Ingredient Branding Jonathan Poland

Ingredient Branding

Ingredient branding, also known as component branding or parts branding, is a marketing strategy that focuses on promoting the individual…

Public Relations Jonathan Poland

Public Relations

Public relations (PR) refers to the practice of managing the spread of information between an organization and its stakeholders. The…

Economic Security Jonathan Poland

Economic Security

Economic security refers to the ability of an individual or a household to meet their basic needs, such as food,…