There is much focus as part of sales discovery call training on the question style and what type of question to ask. But in practice what are types of customer needs for those in sales situations to look out for?

One crucial thing is that this new person is keen to review how what you have can relate to them, their needs and situation. Today with multiple options it is about finding a fit on both sides.

Ideally we should have a prepared customer needs statement for our offering. This should consist of a concise and clear sentence on our usefulness to our customer. But of course each customer's needs are likely to vary and so it is also very key to establish the specific needs.

Some people are more ready to share the needs they have. Whilst others find it more challenging to acknowledge needs. There are likely to be the basic considered and essential needs but without a bigger purpose or urgent needs it may be harder to justify any purchase.

There are more obvious core customer needs that may be met more often in general and some customers will likely freely share some of them, such as the essentials like a good customer experience. Within these the how personable and friendly the seller is, where a client seeks to be heard and acknowledged.

But it is when we get to find the unconsidered needs for our prospect that we really start to add value for them. These may also include aspirational needs - these are the more psychological and ideal needs each person seeks, things like the need to enhance financial status, increase self worth and even change or enhance social status. Then there is also a need for an immersive, connected brand experience and the feelings that a brand or service creates, an alignment with brand values. In addition to your offerings compatibility with other services or products.

If people believe that more of their needs will be met in a better way, this is the equivalent to an irresistible offering. People are looking for value but it is not so much the intrinsic essentials as the extrinsic which are powerful differentiators.

It is the fact that as part of a conversation we can understand more, uncover more and register this back in a friendly way. This allows for deeper customer relationships and better rapport. As we quite literally know more about the person behind the prospective ‘customer’. By being willing to go beyond the stereotypes of seller and buyer and create a deeper connection, we increase how valuable we can be. As with more insight we can make better, informed recommendations.

What happens next is according to how well we interpret and then propose to solve those needs. But you have by this time confirmed exactly what it is that your customer needs.