Meaningful Conversations: The Power of Customer-Focused Selling (Part 2)

In my last article, I explained the concept of customer-focused selling. Let’s do a quick recap.

“Customer-focused selling is not about delivering a sales pitch, it's about collaborating with your customers with a shared commitment to customer satisfaction.”

Picture the sales conversation as a lively exchange between the sales personnel and customer. At the heart of this is the "Customer Needs Model," a structured pyramid that helps to uncover the customer’s real need.

?An event or trigger sets the purchase wheels in motion. Armed with the "5W1H" questions—Who, What, When, Where, Why, and How—sales personnel could dig deeper and find out the customer's needs and motivations for the purchase.

“Listen for the language of need and catch phrases like ‘I want,’ ‘I need,’ or ‘It's important to...’”

Customers who articulate their needs are invested and committed to finding a solution.

Therefore, when the sales personnel makes the effort to understand the customer’s needs and emotions driving the customer's decision to purchase, a more meaningful and successful sales interaction is possible.

What’s Behind the Need?

Understanding of the event and your customers' needs is just the tip of the iceberg!

The key to connecting with them more effectively is to dig deeper and uncover the underlying motivations behind those needs.

This is what we refer to as the Need Behind the Need.

Generally, the Need Behind the Need typically falls into one of three broad motivations: finance, performance, and image.

Let's explore how these motivations could influence customers’ needs and drives their decisions to make a purchase:

1.??? Finance

Making a purchase with financial motivation at the top of their list

Financial motivation indicate the types of customers who aim to boost profits, cut costs, or save money through their buying choices.

●????? Performance

Prioritising product feature and performance as the main reason

A purchase motivated by Performance revolves around the efficiency, quality, durability, and other product-related factors. These kinds of customers seek excellence and top-notch results in their choices.

●????? Image

Making purchase choices with the aim of being part of a trendsetting crowd? Image motivation is all about associating with cool brands, trends, and social status. These customers aim for a sense of belonging and recognition.?

Uncovering the Customer’s Need Behind the Need

Having understood the full picture of the Customer Needs Model, let’s apply the process of Event > Need > Need Behind the Need to an example.?

SCENARIO: Sarah, a bubbly customer, walks into your clothing store.

Salesperson:

Good day, Miss! How can I help you?

Sarah: ??????????

Yes, I am searching for a gown for an upcoming wedding reception. The reception is taking place in two weeks at JW Marriott, Kuala Lumpur, and I’m running out of time!

Salesperson:

We can help you with that. Is the wedding reception held in the evening? What kind of gown are you be looking for?

Sarah:???????????

Yes, it’s a wedding reception dinner. The dress code indicates Black-Tie Attire or formal wear. So, I’m looking for an elegant and sophisticated evening gown. The wedding’s theme is “Grandiose” so the gown also needs to suit the theme.

Salesperson:

I see. So, you’re looking for an elegant and sophisticated evening gown that has a grand and extravagant feel. What are your preferred colours for the gown?

Sarah:????????????

Well, I’m truly inspired by the evening gown that Michelle Yeoh wore for the 2023 Academy Awards. Her white dress was elegant and ethereal, with floating feathers embroidered on ivory silk organza.

Salesperson:

Thank you for sharing. We do not currently have any white evening gowns that look elegant and ethereal, but if you’re going for a grand and extravagant look, may I show you some gowns that are made in the colours of silver, black and gold?

Sarah:???????????

I’ve seen those evening gowns on your rack. I am not impressed by how they look. Budget is not an issue for me. I want the grandest looking gown you have for the wedding reception!

Salesperson:

Well, in that case, we have just the thing you’re looking for. In our special edition vault, we have several evening gowns that are both glittery and glamorous. Some are embellished with sequins, and others have feathers, flowers and ruffle details.

Sarah:???????????

How about one that’s embellished with Swarovski crystals? I would like the full dress to look sparkling but also sophisticated.

Salesperson:

Yes, we do have a few that are embellished with Swarovski crystals. Let me usher you into our special edition vault.

Sarah:???????????

These are lovely and they’re the exact types I’m looking for! (After trying on a few gowns) I have decided to go for this emerald gown with Swarovski crystals and 3D scalloped train. I want to be the best dressed in the ballroom and when I am going on the stage for my performance!

Salesperson:

Wonderful choice! The emerald gown complements your olive skin tone and brings out its glow! I’m so happy to help you find your perfect gown. We will make the small alterations to the gown’s length and it will be ready for you to pick up in one week’s time.

In the scenario above, the salesperson asked Sarah the 5W1H questions to uncover the needs of the customer’s purchase motivation. On the surface level, the Event was the wedding reception dinner, and the Need was to purchase an evening gown that looks elegant and sophisticated.

During the sales conversation, with the salesperson focusing keenly on what the customer was saying, it was revealed that Sarah did not have budget constraints for purchasing the gown.

Furthermore, Sarah would be going on stage for a performance, and this explains why she aimed to look her best while also trying to be the best-dressed in the ballroom.

Having realised that “image” is Sarah’s strongest motivation (Need Behind the Need) and that she did not have budget constraints, the salesperson proceeded to show her the most expensive and extravagant pieces that the boutique had and scored a huge sale!

?

The Benefits of Customer-focused Selling?

Using the “Customer Needs Model” is a powerful tool that goes beyond transactional selling experiences. The sales personnel and company will gain a variety of benefits by implementing customer-focused selling:

·????? Enhanced Customer Satisfaction: When customers feel that their needs and motivations are truly understood, it enhances their overall satisfaction with the buying experience. Meeting or exceeding these expectations fosters positive relationships and customer loyalty.

·????? Increased Sales Opportunities: By identifying the Need Behind the Need, sales professionals may uncover additional opportunities for upselling or cross-selling.

This paves the way for repeat business and builds a foundation of long-term business relationships.

·????? Competitive Advantage: Employing customer-focused selling sets businesses apart. By showcasing a commitment to understanding and addressing customer needs, businesses gain a competitive edge in the marketplace.

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