Needs Analysis
A “Needs analysis” is often dismissed as sales jargon, a phrase that can put people off, especially those who instinctively mistrust anything sales-related. But what does it actually mean?
Simply put, Needs Analysis is about finding out what your prospective client wants—before attempting to make a sale. It’s about asking: How may I help you?
Why is a Needs Analysis Important?
How can you possibly expect to sell something if you haven’t first found out what the customer needs? Without understanding the problem they have, how can you offer the right solution? Needs analysis is about asking the right questions to uncover the client’s issues, goals or challenges. Once you’ve identified their pain points, you’re in a much better position to address them with the products or services that will help solve their problem.
It doesn’t have to be complicated. In fact, I prefer a simple, honest approach: What issue do you have? What problem can I help solve? Only when you understand their needs can you begin to fulfil them.
The Missing Element in Sales Training
When I took on a sales apprentice in 2013, I was surprised to find that the national qualification (Sales NVQ Level 2) focused on teaching how to sell at people. It covered features and benefits, handling objections and various sales processes, but it left out the critical element of a needs analysis. There was no focus on discovering what the customer needed, just on how to push products or services.
Is it any wonder, then, that so many salespeople struggle to make meaningful connections with clients? Without proper training in needs analysis, they are often taught to argue and push, rather than listen and provide solutions.
Start at the Beginning
At The Last Hurdle, we made sure our apprentice learned to start at the beginning of the sales process: by understanding the client’s needs first.
So, do you? When you approach your next prospect, ask yourself: Have I really understood what they need before trying to sell to them?
Needs Analysis – The Simple Approach
It really is as simple as asking: How may I help you? It’s about prioritising the customer’s needs and offering solutions that genuinely solve their problems. The more you focus on understanding, the better you can tailor your service—and the more effective your sales process will become.
If you’re interested in improving your needs analysis skills or would like to explore how to better serve your clients, feel free to reach out to The Last Hurdle for more advice.
