Uncover Implied Needs

In observing 6,000 calls by large-ticket salespeople, the behavioral research organization Huthwaite Inc. concluded that salespeople fail to take advantage of implied needs of buyers. What is an implied need? Let’s say a customer wants to know about the service record of your machine. A normal question. But it could mask the implied need for dependability. Such an implied need may not be stated, but is still important. If you miss the implied need you may not get the sale.

To improve your sales odds, write a list of four to six problems that might arise out of the issue of dependability: employee morale, overtime costs, missed deadlines, worker productivity, crunch time delivery, etc. Next, turn these problems into a question format. For example: Does the lack of dependability ever result in missed work deadlines? Does this poor dependability lead to overtime costs? How does this dependability issue affect worker productivity?

After you develop the problem, your second behavior – need-payoff questions – must focus on the value, usefulness or benefit of solving the customer’s implied need. So ask, “What would be the biggest help to you if you resolved this dependability issue?” or “Name the benefits you believe stem from this dependability problem.”

Unfortunately these skills flow more smoothly in a classroom training setting than when face-to-face with an important buyer. To ensure that you tackle the issue head-on rather than skirt the field, invite a sales manager to travel with you on several calls and document each time you ask these questions.

By recognizing implied need, you can expand the value you offer prospects and customers.