理解顾客的需求和期望(英文版)

Understanding Customer Needs & Wants

Session Purpose

To reinforce the customer-focused mindset and practice the skills of uncovering the customer's needs & wants.

Learning Objectives

Take a customer-focused approach to selling

Keep abreast of developments in the account and/or

marketplace that may impact the business

Identify the clients within a customer organization

Write a discussion paper to confirm opportunity

At the end of this session you will be able to:

Our Role

First Steps

To help the customer achieve the desired results, we must first understand his needs and wants.

Understand Customer Needs and Wants: The Process

Exercise: How Can You Help? Instructions:

Imagine yourself in the scene that is

described to you.

You can ask closed questions and find

out more about the situation,to decide how

you can help him.

Go into the engagement with an open mind

Have the best interests of the customer at heart

Do not assume that you know what is best for the customer

Practice good questioning and listening skills

Listen for content as well as feelings and evaluate what

you hear from the customer's point of view

Constantly check with the customer for understanding

The Word Association Game Instructions:

1. We are dividing the class into 2 groups: Apples and Oranges

2. Apples: Imagine you are the customer

3. Oranges: You are the M M client/sales specialist just gone on quota

4. I am going say a list of words. As you hear the word, just shout the first

words that come to mind

Bridging The Difference

Your customer has different sets of experiences and perceptions

They have specific needs&wants depending on their operating

environment and their personalities

They are in the best position to communicate these to you

Involve them as much as possible in the sales process to deepen your

understanding and to gain their buy-in to the eventual solution

Benefits of the Customer-Focused Approach Your customer will appreciate your sincerity and professional integrity

which sets a good basis for a long term relationship

Deep understanding of your clients and their organization, equips you

with the knowledge to put together a differentiated solution that is truly

responsive to the customer's needs & wants

You will gain industry knowledge and business acumen through these

experiences and enhances your competencies and career growth