Describe the four-part need satisfaction model.
• Part 1 - Need discovery: Forms the essence of salespeople being able to create value, meet the needs of their customers, and execute firm's commitment to the marketing concept. Need discovery in the information economy is important, may begin during qualifying stage of building prospect database or during approach if salesperson uses questions or survey. Generally begins after you transition from the approach. Pace, scope, death, and time allocated to inquiry depend on sophistication of product, selling price, customer's knowledge of the product, product applications, and time available, so standard set of guidelines is not practical.
• Part 2 - Selection of the solution: Choose product that can provide maximum satisfaction. Salesperson must be aware of all product options, including competition.
• Part 3 - Need satisfaction through informing, persuading, or reminding: Create a need-satisfaction sales presentation and communicating to the customer, both verbally and nonverbally, the satisfaction that the product or service can provide. Places less emphasis on the use of questions and begins making value-adding statements. These statements are organized into a presentation that informs, persuades, or reminds customer of most suitable product or service.
• Part 4 - Servicing the sale: major way to create value. Occurs after closing the sale, ensures maximum customer satisfaction and sets the stage for a long-term relationship. Includes expansion selling, making credit arrangements, following through on assurances and promises, and dealing effectively with complaints.