Consultative Selling and Needs Identification
New Paradigms for Consultative Selling, Maslow Hierarchy of Needs and their Coupling By: Ali Anani, PhD Winners for Consultancy and Training Amman- Jordan
Introduction- 2
• The term Consultative Selling was first coined by New York Times best selling author, Linda Richardson. • Consultative Selling emphasizes customer needs and meeting those needs with solutions combining products and/or services. A consultative salesperson typically provides detailed instruction or advice on which solution best meets these needs.
The Pyramid of Consultative Selling SkillsAnani of Winners 8 Cs Model
Commit
Continue
Serving the client. Be reliable and fulfill your promises. Adapt to the customers’ needs
Create
Joint vision
Capitalize
On the strengthened relationship Make the customer feel safe working with you
Classify
Information into needs
Collect
Collect information to strengthen connection
Cultivate
The 3rd bondage Strengthen the bridge by your looks, behavior and timely service
Connect
Establish credibility and acceptance
Presale
Post Sale
Winners Model of Customers Needs and Their Satisfaction- 5 Cs + 3Cs
Market investors' relationships to their assets and shares are akin to love-hate relationships with our partners. Just as in a relationship where the future is unexpected, as the market fluctuates you have to be prepared to suffer uncertainty and anxiety and go through good times and bad times with your shares. You can adopt one of two frames of mind. In one, the depressive, individuals can be aware of their love and hate and gradually learn to trust and bear anxiety. In the other, the paranoid schizoid, the anxiety is not tolerated and has to be detached, so the object of love is idealized while its potential for disappointment is 'split' off and made unconscious.
Winners Model of Customers Needs and Their Satisfaction- 5 Cs + 3Cs
Some salespersons get their buyers carried away with excitement and soaring positive emotions while suppressing the buyers’ negative emotions. This inflates the buyers’ expectations. The salesperson provide buyers with a list of outstanding clients. This spurs the positive emotions of buyers. If others are buying, why do not we buy? The analogy to the stock market is evident. Buyers emotions bifurcate between greed and fear. The rate of this bifurcation is slowest with wave three as many people rush to grab the opportunity and so as not miss the train. This rate increases as we approach waves 4 and 5 and finally the opposite feeling of fear prevails most of the time. The corrective ABC waves initiate accordingly.
Anani of Winners Model of Maslow’s Needs and Their Satisfaction- 5 Cs + 3Cs
The same logic may extend to the Maslow’s hierarchy of needs. These needs do not progress linearly; apparently in a wave-like format. The salesperson should be alert to this possibility. Satisfying the customers’ physiological needs moves the customer to satisfying his safety needs. However; there is the possibility that customer’s feeling may bifurcate between the two. Meeting the social needs is the climax of the needs wave after which come satisfying the esteem and self-actualization needs. The complexity of the needs wave will require a complexity approach to addressing these needs; failing to do so will eventually lead to disappointments.
Anani of Winners Model of Customers Needs and Their Satisfaction- 5 Cs + 3Cs. The Maslow Hierarchy of Needs Revisited
To highlight the complexity of interactions with customers, Ali Anani of Winners proposes using a wave-like approach. This is in emulation with the stock market in which greed and fear interact to give the repetitive fractal wave patterns. Relations with customers may proceed in an analogous manner
The economy and the stock market are all about emotions. Positive feelings tend to flow to positive action, and vice versa
Matching the Two Anani Waves
The salesperson may consider superimposing the two waves so that they may phase in positively. The safety needs may be addressed by connecting to the customer to collect information to meet the physiological needs first and then the safety needs as a result of trust and familiarity established in the connection phase with the customers. The salesperson may then proceed to classify needs to meet the esteem needs of his clients; after which he may commit himself to satisfying the self-actualization needs of his customers. The salesperson should be aware that progression is not linear.
Anani of Winners Model of Customers Needs and Their Satisfaction- Flying the Customer Higher than Competition with Consultative Selling
These needs are unexpected to Physiological Needs be met even if Provide quality food and beverages on the trip declared by Safety Needs customers. Example, Safe flight Request by a Safe environment heavy smoker to Social Needs smoke a cigarette Talking to other passengers on flight.
Esteem needs
These needs are expected and declared by customers.
These needs are expected and undeclared by customers.
Self Actualization
These needs are unexpected and undeclared by customers. Upgrading an economy class to a business class
Anani of Winners Model of Customers Needs and Their Satisfaction- Flying the Customer Higher than Competition with Consultative Selling
These needs are unexpected to be met even if declared by customers. Example, Request by a heavy smoker to smoke a cigarette on flight. These needs are unexpected and undeclared by customers. Upgrading an economy class to a business class
These needs are expected and declared by customers.
These needs are expected and undeclared by customers.