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Skills Critical Selling

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Critical Selling
®
Skills
Skill Builder: Discovering Needs
Internal Use Only SMRU 1788163 Exp. 08/31/2022
L
egal Notice and License Agreement
This publication as well as the forms, job aids, documents, and other content (“Material”) distributed to you by
Janek Performance Group, Inc. (“Janek”) is owned by Janek. The Material is licensed, not sold.
A. License to use the Material
This Material is licensed by Janek to New York Life pursuant to a Master Services Agreement and applicable
Orders pursuant to the Master Services Agreement
B. Intellectual Property Notice
All Material is copyrighted © 2006 - 2018 Janek Performance Group, Inc. and is protected by United States and
international copyright laws. All rights reserved. Non-licensed use is prohibited.
T
he following words, marks, and logos, are trademarks and service marks of Janek Performance Group, Inc.:
CRITICAL SELLING® SKILLS
JANEK PERFORMANCE GROUP®
JANEK®
XFACTOR®
DISCOVERING NEEDS
© 2006 -2018 Janek Performance Group. All rights reserved.
| 3
Discovering Needs Skill Builder Introduction
Prospect needs drive buying opportunities. These needs create the motivation, purpose, and
decision behind moving ahead with a solution. Typical salespeople ask questions to uncover
surface information that validates the need for their solutions. However, top performing Agents
serve as Trusted Partners by digging deeper to discover the root cause of their prospect’s needs.
This Skill Builder will provide you an opportunity to apply and reinforce discovering skills learned
in your eLearning modules. The goal is to help ensure that you are most effectively using both
questioning and listening skills to uncover and understand prospect needs so you can later offer
the right solution to meet those needs.
Today’s workshop will provide you with an opportunity to:
• Revisit, refresh, and practice what you now know about Discovering Needs.
• Build an inventory of questions to ask in support of discovering needs.
• Determine ways to make fact finding more conversational.
• Practice your active listening skills.
• Capture information during group activities and take notes as you participate in today’s
session.
• Create a personal Action Plan.
In relation to where you are in the sales cycle, this Discovering Needs Skill Builder follows the
Opening step in the NYL Sales Cycle. You have conducted prospecting activities, opened the
appointment and now you are ready to discover the prospect’s needs.
Welcome and let’s get started!
DISCOVERING NEEDS
For Internal Use Only
| 4
New York Life Sales Cycle
SALES METHODOLOGY
NOTES:
DISCOVERING NEEDS
For Internal Use Only
| 5
Asking Questions – Review and Discussion
Asking carefully crafted questions is critical to the process of uncovering prospect needs.
Skillfully balancing open-ended and closed-ended questions is important.
USE OPEN ENDED QUESTIONS TO:
• Promote dialogue and build rapport.
• Gather prospect opinions and find out what their needs and challenges are.
• Discover the prospect’s feelings and values.
U
SE CLOSED-ENDED QUESTIONS TO:
• Maintain control in conversations.
• Learn specific information.
• Prompt the prospect to make decisions.
Open-Ended Questions Begin With:
Closed-Ended Questions Begin With:
•
Let’s explore…
•
Share with me…
•
What are your thoughts on…
•
To what extent…
•
How might…
•
Is there….
•
Did you…
•
Are you….
•
Can you…
•
When will…
N
OTES:
DISCOVERING NEEDS
For Internal Use Only
| 6
Fact Finding – Discussion
You will be asking questions throughout the sales appointment. However, question asking is
particularly critical during the discovery process. Part of discovery involves using your Fact
Finder.
When working through the Fact Finder, it is important that the process seems conversational
rather than clinical or interrogating.
To ensure your fact finding seems more conversational, consider the following:
• Recognize opportunities to build rapport. In between questions, recognize key
opportunities to connect and build rapport to keep a positive momentum going.
• Pace questions to avoid the perception of “rapid-fire”. Don’t ask more than two to three
questions in a row (even if they are very basic and necessary) without frontloading your next
question with some rapport or a brief pause.
o Example: “What do you do at (company)? … Oh! That sounds like an interesting
p
osition. How did you get into that field? … Great, let me confirm some addition
al
in
formation…”
• Structure open-ended questions to gain maximum information. Several good open-ended
questions may gain the information you need to answer multiple fact-finding categories.
NOTES:
DISCOVERING NEEDS
For Internal Use Only
| 7
Discovering – Critical Areas of Focus – Discussion
The goal in this stage of the sales process is to build a solid understanding of your prospect’s
needs by exploring certain Critical Areas of Focus. Asking questions within the Critical Areas of
Focus enables you to gather the necessary information to help you understand the prospect’s
unique situation.
The rate of closing increases when agents can understand prospect needs and priorities because
they can eventually tailor the offer to what matters most to the prospect.
N
OTES:
DISCOVERING NEEDS
For Internal Use Only
| 8
Critical Areas of Focus – Activity
• Divide into teams.
• Brainstorm effective discovery questions and place those questions into the Critical Areas of
F
ocus categories below.
• Be prepared to share your questions with the larger group.
NEEDS AND GOALS:
What does the prospect want to achieve or to improve?
CHALLENGES AND PROBLEMS:
What are the prospect's problems, issues, pain points or challenges and why do they exist?
What factors are contributing to the current challenges/problems?
DISCOVERING NEEDS
For Internal Use Only
| 9
PRIORITY:
Of all the uncovered issues/needs/challenges, which are currently most important to the
prospect?
MO
TIVATION TO ACT:
What are the driving factors behind the prospect's desire to act? Why now?
DOLLAR COMMITMENT BEST PRACTICE
Once you have discovered needs through Fact Finding and exploring the Critical Areas of Focus,
there is one final and very important best practice that you want to follow. You will want to
discover the prospect’s Dollar Commitment.
It is critical to know the prospect’s budgetary requirements. Having insight into the dollars the
prospect is willing to commit allows you to more accurately tailor a solution that meets the
budgetary requirements the prospect has shared with you.
Based on what you know about the prospect, you can:
• Simply ask the prospect if they have considered how much their budget allows for and if so,
how much that would be
• Or, frame the conversation in terms of providing context to what you are asking by
providing guidance based on your experience in working with other clients as to how to
arrive at a comfortable dollar commitment
DISCOVERING NEEDS
For Internal Use Only
| 10
Active Listening – Model and Activity
Listening is equally as important as asking questions. If you are unable to listen, grasp what your
prospect is saying, and/or seek to understand your prospect, then you will not be able to
validate information and use it later when you present the solution.
ACTIVE LISTENING MODEL
ACTIVITY
1. Divide into pairs.
2. One person plays the role of Agent and asks the question below.
3. The other person plays the role of prospect and responds as indicated below.
o You have just presented a solution to your prospect that you feel best meets their
needs. Agent: When you say to the prospect, “Do you have any questions so far?”
o Prospect: The prospect audibly sighs and provides a hesitant statement of, “Uh-I think
I’m good.”
4. Based on conflicting messages you are getting between what the prospect says and their
vocal qualities, what do you say next? (Work on this together and write your answer below)
DISCOVERING NEEDS
For Internal Use Only
| 11
Action Plan – Discovering Needs
S
erving as a Trusted Partner is important. Take a few moments to think about what actions you
should commit to doing to increase your Discovering effectiveness. Remember, it can be about
mindset, skillset, and putting best practices to work.
TOPIC
ACTIONS
Open- and
Closed-Ended
Questions
Critical Areas of
Focus
Making Fact
Finding
Conversational
Active Listening
THANK YOU FOR PARTICIPATING IN TODAY’S SKILL BUILDER!
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Completed 12 January 2021

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