Rus Articles Journal

How to reveal needs of clients? The author Roman Pavlovsky of

Before revealing requirements, of course, it is necessary most to decide on the purposes ― what it is necessary for you for? For example, if you sell cars, you will not find out what household appliances your client uses. Though the questions distracted from goods which you sell allow to learn a lot of things, ― but about it further.

So, you have to have a purpose. And what purpose at any seller? It is sale!


Mistakes of sellers. Many sellers begin with a question, than I can help? I want to answer it support . It is better to ask what interests him your client. It will also be the first step to identification of requirements.

Pay attention to the example given below:

Present a motor show. The seller welcomes the client.

― Good afternoon, the manager Petrov how to address you?

― Good afternoon, my name is Semyon Semenovich - the client answers.

― Remarkably, Semyon Semenovich, my name is Sergey Andreevich what interests you?

Asking such question, the seller initiates desire to think that he interests him at the client?

Rule of accession. The seller is represented to the first and exactly as I stated above. And throughout conversation tells the name or a name - a middle name how the client called himself: if the client called himself on a name and a middle name, and the seller calls himself by name to a middle name if only by name, and the seller by name. During conversation not less than five are important to address the client (!) time on a name or a name - a middle name. It will be pleasant to the client and will allow to come quicker into contact, and that is important, to influence!

The seller needs to join the client on poses ― at once; to otzerkalit or to completely repeat poses and gestures of the client (only it should be done not obviously that the client did not think that he is teased), on the speed and a manner of the speech (defects of the speech and stutter do not need to be repeated!) . Smile, come into contact eyes and calibrate *, watch the movement of eyes, hands, the speech, pauses and increase and decrease of tone of a voice, breath.

If all I wrote above about, is observed, the client will be more located to conversation. And, I remind, we need to reveal needs of the client! And for this purpose it is necessary to conduct correctly conversation, but not to go down stream.

Conduct conversation

of the Mistake of sellers. Many sellers right after acquaintance begin to present the goods and to describe its advantages. Such sellers, I call good prezentator . They can make success only when having stuck bad shot, get to needs of the client, and this, you see, unusual occurrence on sales.

Not to stick bad shot, it is necessary to ask questions to the client. Various questions: closing, open and alternative *, straight lines and kosvennye*. Because to conduct conversation ― means to ask the questions before making the proposal and the presentation of goods or service. Asking questions, the professional seller reveals the true hidden needs of the client.

There are special questions which each seller needs to set. These are questions which will allow to learn how the client makes the decision on purchase, and what leading representative system at the client: audialny, visual or kinesteticheskaya*. About it it is in detail written in special literature, and I train in skills of definition of the leading representative system sellers on the trainings ― as well as to identification of needs of the client.

Learn features of the client

For what, ― you ask, ― it is necessary to define all this? To find out proceeding from what algorithm of actions (TOTE *) the person makes the decision. Task of the seller ― to define TOTE and only then to make the proposal, proceeding from features of the client! But not to go on the same learned presentation by everything, in hope for sale.

It is also necessary to learn who makes the decision on purchase and when the client is ready to make purchase since there are situations when the person was just asked to learn about goods or service. Let`s say the husband came one, without wife, and the right of a casting vote ― at it. Having revealed it, you will already do not the presentation, but sale of a meeting for this purpose who makes the decision, having given information minimum (since at a " broadcast; by word of mouth information can be distorted).

Of course, it is possible to make the ideal proposal, having put the speech in such a way that the seller will influence all systems of perception of the client. But it is suitable for public statements more, but not for individual sales. And we will talk about it next time.

Roman Pavlovsky

Dictionary of terms:

Kolibrovka ― this just very attentive supervision over external manifestations of movements and micromovements of the person and their comparison to his thoughts and feelings. Probably, any of us can determine by appearance of the interlocutor ― the person laughs or sobs, sleeps or dances, at last. It is also calibration. Only when quite rough. In the NLP this skill is perfected by repeated exercises at least to extent of definition lies ― does not lie . Is possible more, it is possible to guess thoughts really.

Leading representative ― system; it is a way of receiving and information processing from world around.

Visual learners ― the people perceiving the most part of information by means of sight.

Audiala ― those who generally obtain information via the acoustical channel.

Kinestetiki - the people perceiving the most part of information through other feelings (sense of smell, touch, etc.) and by means of movements.

Diskreta ― at them the perception of information occurs, generally through logical judgment, by means of figures, signs, logical arguments. This category, perhaps, the most not numerous among people.

And if it is simpler, then each of us likes to watch most of all (visual learners) or to listen (audiala), to feel (kinestetik), to smell (olfaktorny RS), to taste (gustatorny RS), or to comprehend logically (digitat or diskrt).

In process of a growing at the person becomes conducting one channel. Usually it or visual, audialny or kinestetichesky, prevalence of other channels of perception meet less often.

TOTE. We apply it literally continually. Taking the next step (in literal or figurative sense) we consciously or unconsciously we check ― whether there we go whether stepped on something not too pleasant and, proceeding from it, we go further or we choose other direction or we stop and we walk.

It is also algorithm of actions, i.e. TOTE:

T - the test (where wanted to go)

O - operation (step)

T - the test (whether there we go)

E - an exit (exit).

This model (TOTE) shows that in the course of thinking we (consciously or unconsciously) plan to ourselves the purposes and we check (we develop tests) by which we define whether the objectives are achieved. If is not present ― we act (operation), changing something or making for approach to the purpose. When criteria of our check are satisfied, we come to the following stage (Exit).

The questions closed ― questions on which it is possible to give a definite answer ( yes is not present to designate exact date, a name or number, etc.)

Questions open are questions which it is difficult to answer briefly, they demands some explanation, cogitative work. Such questions begin with the words why why how what your " offers; what will be your decision on an occasion etc., and it assumes the developed answer in a free form. Open questions are set with the purpose to receive additional data or to find out real motives and a position of the interlocutor, they give him the chance of maneuvering and more extensive statement.

Questions alternative ― one of types of the closed questions when it is only possible to choose from several offered versions of the answer one.

Questions straight lines are directed to direct, open obtaining information from the interlocutor. It is supposed that on it so direct and honest answer will be given.

Indirect questions are used in case issues on which interlocutors are not inclined to speak frankly are touched. Usually questions are connected with use of any imagined situation masking the critical or intimate potential of the transmitted data.