Identifying customer needs questions examples bank. Identifying sales needs

Good afternoon, dear colleagues!
After a short break, I continue to publish a series of articles devoted to one of the simplest, and at the same time quite effective techniques for selling banking products and services - it is 5-step sales algorithm.

Today I will talk about the subtleties and nuances second The stage that immediately follows the stage of establishing contact is the stage “ identifying needs".
Which principles must be adhered to at this stage and what global error Are many sales managers in the banking industry doing?

Before moving on to the main points, subtleties and tricks of this stage, I would like to say a few words about the front line employees of bank offices (operators, customer service managers). My experience allows me to distinguish three categories of employee data:

1 category (10%)- easily and simply and, most importantly, fully identify the needs of clients, accordingly, in the future, these managers can competently present the main product, additional products, and successfully complete the transaction.

2nd category (60%)- these are the majority of managers who identify customer needs, but do this not entirely correctly, not completely, so in the future, difficulties, misunderstandings, additional objections may arise during sales, there may be no cross-sales, or they may be offered as additional products that are not at all should be offered to this client (but the manager does not know this, because the needs were not identified entirely correctly).

3 category (30%)- managers who miss this stage. Please note - 30% - i.e. Almost every third manager, despite the obvious necessity of this stage, simply misses it. As it usually happens, client Ivan Ivanovich comes, the manager asks the client what questions he came for. “I want to make a deposit,” answers Ivan Ivanovich, and then the bank manager persistently begins to talk about deposits, what they are, what rates, conditions…. literally dumps on the client all the information that he himself knows. And at the end of his monologue, with a characteristic exhalation, he says “Uff... well, I think I told you everything...” This error occurs especially often in newcomers.

How does the client feel in this situation? To better understand the client, imagine this situation.

You are coming to the doctor- you greet him, he asks the purpose of your visit, and you say that you are not feeling well. After this the doctor At once begins to write you a prescription and sends you to the pharmacy for medications. How would you feel??? What about the diagnosis? How can you find out what exactly hurts?

I think not now without any doubts that identifying needs is a very important step that allows you to:
1) understand what the client really wants and which product suits him best;
2) inspire the client's trust. The client should feel that you are really interested in choosing the right and most optimal product for him.

Therefore, under no circumstances Do not forget about this stage, identify your needs as fully as possible so that sales bring you maximum results!

Now let's consider the principles work at the stage of identifying needs and techniques that help improve efficiency manager's work:

1. The 20% to 80% principle.

Pareto principle (I think you have already heard about this principle more than once). It works great in all areas of life. And at this stage too. In relation to the stage of identifying client needs, this means you should speak 20% of the time, and The client should do 80% of the talking.

2. Take the initiative.

You must manage the conversation, guide the client in the right direction. Knowing your product line, identify the information you need.

How to seize the initiative? It’s very simple - ask questions YOURSELF! Don't wait for questions from the client! When you ask questions, you control the flow of communication.

There are situations when "aggressive" client he himself starts with questions: for example, “What loans do you have? Tell me about your products! One of the behavior options that allows you to seize the initiative.

“Ivan Ivanovich, I will now be pleased to introduce you to our products. So that I can choose the most optimal product for you (consult you as fully as possible), may I ask you a few questions? (we obtain consent from the client to questions). Now you have the initiative - everything is in your hands!

3. Each question should bring you the information you need. Don't ask questions - just don't ask.

4. Compose funnel of questions. For example, if a client comes to make a deposit, you should have in your arsenal several standard questions that will allow you to determine which deposit conditions are most important for the client, and what banking product you can present to him.

5. Use different types of questions: open, alternative, closed. For which situations which questions are more appropriate - we will examine in the following articles.

6. At the end of the stage it is necessary summarize basic information, and only then proceed to the next stage - presentation.

7. Use techniques active listening. There is a lot of information about this on the Internet - I think you can easily find the basic techniques.

Main, remember, that 80% of the time at this stage the client speaks, but this does not mean that you are waiting for him to speak out - you need to actively get involved in the conversation, ask clarifying questions, and show by all appearances that you are listening and understanding him.

Thus, the main principle of work at this stage is to listen and hear the client.

Remember the rule 20 to 80, come up with a bunch of questions for yourself about each banking product that you will voice to clients, practice asking questions correctly and in the right sequence.

When working professionally at this stage, as a result you should know:
1) product, which most fully satisfies needs client;
2) what are the needs for the client key(wants save money, interested in security and safety of their funds, interested and convenience service and service, the image component is important, and so on - each client, of course, has many needs, but you must highlight the key ones and build your presentation (3rd step) based on the identified needs.
3) install with the client confidential relationship and show that you heard him, summarize points voiced by the client.
“So, Ivan Ivanovich, I understand correctly that such and such is important for you...”

And only after that we move on to the next stage - the presentation of the banking product!

Sell beautifully and easily!

Sincerely, Oleg Shevelev (

Identifying customer needs is the first difficulty a new salesperson faces. Despite all the complexity of this, many even experienced sellers do not appreciate identifying needs. It seems that it could be simpler, ask questions and get the necessary information, but in practice this stage of sales is difficult to master. Let's look at identifying customer needs with example questions.

Funnel of questions

The first thing any salesperson should know about identifying customer needs is what a question funnel is. Not all coaches teach this term. Although in my opinion it is he who fully reflects.

A question funnel is a sequence of asking questions to determine the client’s needs as accurately as possible. First, you need to ask open-ended questions that will allow you to understand what exactly the client is interested in about the product or service. For example, if you ask:

- Tell us why you bought this particular car?

In response, the person will begin to say what is important to him in the car. And he will not mention anything that is not personally interesting to him. As a rule, from 2 to 5 main characteristics of the product are decisive. But as a rule, the client will only mention 2-3 characteristics in his answer, so you need to ask a few more open-ended questions. This will allow you to create a list of what you will talk about with the client and, most importantly, you will understand what should not be mentioned.

IMPORTANT!!! EXCESSIVE QUESTIONS KEEP YOU AWAY FROM THE SALE, WEIGH THE NEED FOR EACH OF YOUR QUESTIONS.

Once you understand the client’s range of interests, we begin to ask clarifying questions. They can be open-ended, but closed and alternative types of questions are more often used. You shouldn’t ask too many of them; as a rule, asking 10 clarifying questions is enough. Moreover, the less you ask, the more energy you will have to present the product. This applies not only to you, but also to the client. There are times when a client is so tired of discussing a product that there is simply no emotion left to listen about the product.

When all the questions have been asked, you can draw a kind of line by drawing. This will allow you to once again remind the client what you talked about. Show that you heard him and achieve some kind of agreement to what you said.

Examples of open-ended questions to identify client needs

We have looked at the main types of questions, now you can go directly to sample questions. Let's start with examples of open-ended questions to identify needs.

What is important to you in a product?
What will you use it for?
How will you use it?
What have you used before?
What do you like about your product?
By what criteria do you choose a product?
Who else will use the product?

Good open-ended questions should get the client to say what's important to them. Such questions begin with the phrases: tell and describe. It is very useful to identify previous operating experience. If it was, then the client will proceed from it. For example, you are selling a TV, you have identified a need and are bringing a Sony to the TV, and the client tells you I had one like this, a TV and it broke. Agree, the situation is not clever, your authority falls in the eyes of the client.

It is also important to understand who will use the product. Often people buy goods not for themselves, but as a gift. In this case, the sale will be conducted completely differently.

Examples of clarifying questions to identify client needs

Each product has its own characteristics that will need to be discussed in any case. Without them, you cannot make a proper presentation. The seller should know clarifying questions well and ask them to all clients. Here's an example of clarifying questions that should be used when selling a washing machine:

Ask about size. A machine is always purchased for a pre-prepared location, and without knowing the dimensions it is impossible to make a proper presentation.
Built-in or free-standing. Nowadays, more and more people are choosing built-in appliances and washing machines are no exception.
Loading. For a large family, a machine with a load of 6 kg or more is relevant.
Question about the availability of drying modes and spin speeds. Often people have nowhere to dry things and a machine with a dryer or a good spin is very important.
Find out the color. Modern technology is no longer monochromatic, and if a client selects a machine to match the design, this is important for him.

These are the most basic points, but not all. Make a list of important criteria for your product. This will help you not only choose the right product, but also save valuable time.

Identifying needs for accessories and services

Often the seller has goals to sell not only the product, but also accessories or additional services. The most correct decision would be to prepare the ground for the presentation of these goods and services and ask leading questions to the client. Here are examples of questions that can be asked to identify needs for services and related products using the example of a washing machine.

Ask about installation and delivery. Are you replacing your old washing machine? Who will do the delivery and installation?
Washing powder and detergent. What detergent do you use for washing? Have you heard about liquid detergents?
About descaling cleaners. Do you know how to care for your washing machine?
About surge protectors and hoses with aquastop. Do you know what is required to install a modern washing machine?

These questions can also be asked during the presentation. Nevertheless, it is worth noting that you need to fill the shopping cart with related products gradually; if you offer all this at the end of the sale, then there is a high probability that the client will refuse something. I offer accessories gradually, you will increase the number of goods in your receipt.

Examples of problematic issues that shape the client's opinion.

There are questions that will help you sell what you need simply by forming the client’s opinion. It is important to understand that the client does not know a lot and needs to use this for... Let me give some examples:

All people complain that clothes are difficult to iron, have you encountered such a problem? – by asking such a question, you will naturally find support from the client. And you can offer him ways to solve this problem. Such problematic questions are very helpful in directing clients' thoughts in the right direction.

Identifying customer problems is very important. You can use questions like: what problems have you encountered? What problems would you like to avoid? What would you like to improve? Once you find out what problems the client is concerned about, you can offer him solutions. In some types of sales, without problem questions there is simply nothing to sell. This type of sales includes and.

Managers are taught: sell according to needs! But what it is and how to use it is not always explained. The ability to ask questions correctly and identify the true needs of clients is the main difference between an experienced seller and a beginner. What types of sales needs exist - read on.

The essence of the need

Traditionally, a client's need is understood as the difference between his current state and his ideal state. The wider the line, the greater the motivation to purchase something that will destroy this difference. Therefore, when we feel thirsty while walking, we buy a bottle of sparkling water or, finding ourselves dissatisfied with old things, we go to the mall.

In trading, this refers to the difference between what the client has and what he wants to receive. The range of needs centers around profitable distribution and increasing the profitability of the company. The types of customer sales needs are quite conventionally divided into functional and emotional (individual and social). Let's look at each need in more detail.

The range of needs centers around profitable distribution and increasing the profitability of the company.

Functional needs

These are the primary, fundamental needs of a person related to his physiological state. Examples are:

Quenching thirst or hunger (buying food).
Pain relief (medicines).
Protection from environmental factors (clothing, home).

Functional needs are key indicators of motivation. That is why there are so many products on the market that satisfy the physiological needs of the client: food, clothing, vehicles, children's products. Sooner or later they will be bought anyway. For companies selling goods of this type, there is no significant competition, but there is an exceptional drawback - the need to constantly update the assortment and “keep abreast” of sales. Consumer tastes can change quickly.

Emotional Needs

If the motivation for purchasing a product is not a functional need, but an opportunity to express oneself, then we are talking about the emotional needs of the client. The purchase of a product becomes for him a reflection of his character, values and attitude to life, a kind of self-determination in society. This is most often due to the following factors:

Gaining (health, comfort, confidence, pleasure).
Protection (from pain, risk, embarrassment, doubt).
Saving (money, time, nerves).
Self-expression and recognition (of individuality).

Appealing to emotions has been a long-term trend in advertising. Let us recall the classic situation with the image of the Marlboro cowboy, which transformed a cigarette manufacturer from a middle peasant into the leader of its industry in the American market.

Economic needs

Among the economic needs, the following types are distinguished:

Internal (psychological) needs. They are caused by the buyer’s internal fears and experiences. For example, buying weight loss products to please yourself.
External (social) needs. Mainly this is the consumer’s desire to gain public recognition, identify himself in a social group and form his own image. Therefore, a person buys branded goods or what is customary to buy in a certain society.

A typical example of the second type is the demand for certain goods by representatives of one youth subculture.

IDENTIFYING CUSTOMER NEEDS

At this stage, your task is to understand what the client needs, what he might be interested in your products and services, and what exactly his needs are. To do this, the sales representative (agent, manager) asks questions and listens carefully. “Interviewing technique” - the ability to ask questions and listen to the interlocutor - is an important tool in the communication technology of a sales representative.

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Identifying your customers' needs is an extremely important step in developing your sales strategy. The ability to correctly identify all the needs of your potential clientele allows you to find those who have decided to use your service or purchase a product from you.

This article will cover:

How to determine the needs of each individual buyer and implement sales technology taking into account each of these identified factors.
How to ask the right questions to uncover a specific client's needs or expectations
How to develop your own listening skills in a practical way.

To do this, the following questions will be studied:

What are the needs of the buyer who came to the retail outlet, and what exactly is the purpose of his visit.
Types of questions asked.
How will the information be consolidated later?
Basic ideas on this matter.
What actions need to be taken.

What are the priorities and needs of each buyer or sales manager?

In fact, despite the fact that this question may seem quite simple, not everyone can answer it or answer it incorrectly.

Consumer priorities:

What are my needs?
What will I get in the end?
What kind of goods can they offer me or what services do they provide me here?
Why should I buy here?

Seller's priorities

The consumer and maximum satisfaction of all his needs.
The advantages of our outlet and the meaning of such advantages for the buyer.
Ideas,

How is detection carried out?

For each specific buyer, the seller must necessarily find those that meet all his needs, as well as all of his In this case, what has already been identified with the buyer will play its role, after which he will recognize the need to use all the listed advantages for himself, and will make the final decision much faster. A seller who constantly identifies the buyer's needs has some opportunity to expand his own business, as well as find all kinds of additional areas where his services or products can also be used.

Based on all the information received, a person can understand for himself as much as possible what exactly his proposals can arouse certain interest among people, because he already knows the basic methods for determining the need for working capital and methods for their rational use. Often at this stage there may be some impression that the assortment is missing a certain service or product that could increase sales, and the novice seller may even end the conversation with the buyer. Just showing all the possibilities of your situation is not enough now; you need to present absolutely all the factors that can indicate the buyer’s need for your services or products.