Sales & Marketing Skills for Animal Science and Technology (Business Operations / 21st Century Skills)

Needs

Requirements that must be met for a customer to be satisfied.

Stated Needs

What the customer explicitly says they want.

Unstated Needs

Expectations that the customer does not communicate but still has.

Underlying Needs

The real goal behind a customer's request.

Wants

Preferences that do not necessarily indicate a necessity.

SPIN Questioning

A questioning technique that includes Situation, Problem, Implication, and Need-payoff.

Active Listening

Listening attentively and confirming understanding to accurately collect information.

Decision Criteria

Factors that influence a customer's purchasing decision.

Problem Statement

A concise description of what a customer needs and what success looks like.

Solution

The best match between the customer's need and the available options.

Feature

A factual characteristic of a product or service.

Benefit

The positive outcome that a customer receives from a product feature.

FAB

An acronym for Feature, Advantage, Benefit—a method for presenting product value.

Warranties

A seller's promise about product condition and what happens if it fails.

Service Guarantee

A promise about the quality of service provided, often related to customer satisfaction.

Customer Rapport

A positive relationship established to encourage customers to share information.

Problem-Solving Job

The primary role of selling in the animal science field, focused on meeting customer needs.

Relevance in Communication

Focusing on what matches the customer's needs during a sales conversation.

Warranties Exclusions

Conditions under which a warranty does not provide coverage.

Features vs. Benefits

Features describe what a product does, benefits explain why that matters to the customer.

Legitimate Proof

Evidence provided to support claims made about a product or service.

Constraints

Limitations that influence the feasibility of implementing a solution.

Product Language

Using simple, concrete language to explain features and benefits.

Customer understanding check

A technique to confirm the customer's grasp of product use and purpose.

Transparency in Selling

Being clear and open about product limitations and warranty conditions.

Professional Communication

Communicating clearly and ethically to maintain trust in animal-related sales.

Common Pitfalls in Needs Assessment

Mistakes such as assuming average needs or recommending products without thorough understanding.

Context Preparation

Gathering necessary background information before assessing customer needs.