Forming needs is no less important a step than identifying them. Of course, demand can be developed with the help of an active presentation, with glowing eyes telling about the advantages of your product. But this approach works extremely rarely and only on condition that the person himself becomes an accomplice in the sale. Otherwise, it is very difficult to convince the interlocutor. Often, sellers have to face difficult objections that can disrupt the deal.
If you have a confident client who is an analytical or more goal-oriented psychotype, there is a high probability that you will have to use other methods. Arguments will not work here; with such a person, you need to use questions that are the basis of the SPIN technique.
The decision should not be imposed, but come to the client on its own. Otherwise, a person may not make a final choice, since it will not be his will. It is necessary to understand that it is the latter that plays the role of the main internal argument for each buyer, especially if a large transaction is expected.
Formation of client needs physician database using the SPIN technique
The SPIN questioning technique helps identify and confirm the client's needs. This abbreviation stands for S - situational, P - problematic, I - extractive, N - leading.
The seller asks a situational question based on his data about the situation and assumptions about the person’s probable motives.
With the help of the seller's answer:
finds out how the interlocutor sees the situation;
changes his perception of his situation and motives.
The seller asks a problematic question using the information obtained in the previous step.
A problematic question is necessary to identify the motive of a potential buyer.
Once the motive has been stated, the seller uses an eliciting question.
When answering it, the consumer speaks about his additional motives.
Once the seller has an idea of a sufficient number of motives, a leading question is used.
A leading question, like this technique in general, allows you to find out from the client himself about his needs.
It may seem that the technology of forming needs according to SPIN is not at all simple. In fact, the specialist's task is to grasp the logic of questions, not to rush and to hold the thread of the conversation. Before the sale, you need to understand exactly what you want to sell and what needs you will awaken in the buyer for this.
You set a goal and prepare a series of questions for it. Each of them should be aimed at strengthening your interaction with the buyer, it should reveal the situation, help identify the problem, and prompt thoughts about improvement. Ultimately, you need to help the person cope with the issue, even if he has not yet thought about the possibility of getting rid of it. Then both parties are satisfied: the seller has made a deal, and the buyer has gotten rid of the problem.
Don't expect visitors to tell you about their desires and preferences themselves. As a seller, you must constantly collect information, analyze the situation, and make changes to your work pr