In continuing the series on the 5 Step Sales Process, we have posted about the 22 Ways to Prospect and Develop New Customers and Qualifying Opportunity and Potential.

The next step in the sales process is the needs analysis, where we analyze the customers needs and match them with our assets.  If we don’t have all the assets, we refer to someone in our sphere that does. Keep it in the family!

I spent the 80′s-90′s  in corporate sales and management, when selling was easy and business was flowing. The last few years, trying to uncover what a prospect needs is much more difficult. They don’t always know themselves.

It’s sort of like going to a doctor with a either a specific problem or the symptoms. Sometimes it’s obvious but most times further testing is needed to uncover the condition, so that treatment can be prescribed.

Think of yourself as a “sales physician”…

The needs analysis is the most essential step in defining how you can provide  solutions to address the pain, fear and obstacles. Always be a “solution provider”. That role will win you long term, loyal customers.

Here is my 10 Point CNA, Customer Needs Analysis questionnaire.
These questions will help  you gather the information you need to diagnose the problem and provide viable solutions.

1) How long have you owned this business?
(get them talking about themselves)

2) Who are your core/target customers?
(see who they think they are?)

3) What are your current marketing activities?
(current mix of their media and marketing)

4) What is your marketing goal?
(increase traffic to website or store, gain followers, opt in to mailing list, )

5) Who is your primary competition?
( do they know)

6) What are you doing that separates you from them?
branding to separate)

7) Why should someone do business with you/your company?
(what is their perceived USP and value)

8) What is your marketing budget?
(how serious are they)

9) What is the biggest business challenge you are dealing with right now?
(get then focused)

10) What 3 goals do you want to accomplish in the next 6 months?
(get them committed and specific)

This series of questions will be a discovery process that will uncover exactly where they are, where they want to go and how you can help them get there. Today’s business landscape is much more competitive. Getting new customers is certainly the life blood of any business, but customer retention is even more important to grow repeat business and long term relationships. Building loyalty, trust and exceptional service is an art today in business. The ability to develop this skill and service is what truly sets people and companies apart from each other.

“fill their needs with your assets”, and you will retain and benefit from testimonial relationships. First you  MUST analyze what those needs are.

Next Step: Presenting the Solution

check out The Sales Process Defined from Justsell.com!

For more information about sales resources visit Train with Shane.
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