CHAPTER 18: Needs Identification

clearinghouse question

A question a seller asks after a summary that confirms the seller had an accurate summary.

decision-maker

A person who has the authority to sign a contract.

denier buyer

A buyer who claims they don’t have a problem.

implication question

A question that discovers how a problem, identified in a problem question, affects other aspects of a buyer’s business.

Maslow, Abraham

An American psychologist who created a hierarchy of needs that all humans strive to achieve.

Maslow’s hierarchy of needs

A sequence of hierarchical needs that every person has, where one cannot advance to the next level until the current level's needs are satisfied.

need-payoff question

Asks the buyer to imagine what they would do if their problem were solved.

planned obsolescence

Creating a product that becomes obsolete after some time, forcing consumers to replace the product.

problem question

Asks the buyer what complications surround their current situation to identify needs the seller can solve.

product life cycle

The four stages a business goes through from its beginning to end, with different needs in each stage.

Rackham, Neil

Author of SPIN Selling.

situation question

Asks the buyer about their business’ current status.

SPIN questions

A series of questions a seller could ask to better understand a buyer's situation, problems, urgency, and potential solutions.

SWOT analysis

An examination of the strengths, weaknesses, opportunities, and threats a business may face.