Salespeople know that they’re supposed to sell to the customer’s needs. Here is the classic-and tragically wrong-way they usually learn to do it: Uncover the first need. Begin a product presentation, covering features and benefits, and then attempt to uncover another need and then give more product talk, etc.

Research shows that presentations like this are 25 percent less effective than those in which a thorough needs assessment is followed by a summary of all of the customer’s needs. You will be far more successful if you begin by uncovering and agreeing on at least three relevant needs that the customer perceives as important. Only then should you begin a product presentation tailored to address those needs.

Never present your product until you have agreed on at least three important and relevant needs.

Here’s how to do that…

Duane Sparks - The Sales Training Series: Sell by Agreeing On At Least 3 Needs


Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).