Tankless water heating may be the greatest thing since sliced bread. However, Karen should have realized from what she learned in her Step 2 probing that Randy’s needs at this point are for a solid and reliable solution, not in volunteering for what he perceives to be an experimental heating system. Above all else, he must deliver hot water to his customers.

          A central reason for finding out the customer’s needs in Step 2 probing is to tailor the Step 3 sales presentation to answer those needs. Otherwise, in needs-based selling, there’s really no reason for a Step 2 if it doesn’t have an impact on the presentation in Step 3.

          From his recent experience, Randy’s personal needs are to be reassured and to feel confident about a solution that works. Most likely, Randy wants to hear about premium, commercial-grade hot water heaters that are virtually failsafe. At this point, his Q2 security needs will not be met by a new, nontraditional solution — even if tankless heating may actually be more reliable! For Randy, his personal need to feel reassured by his choice is at least as important as the product’s actual dependability.

          That’s not to say Karen couldn’t introduce an alternative solution at some point. But her presentation must lead with an answer to Randy’s personal needs. Once he feels comfortable and trusts Karen to solve his problem, he may be open to the new technology. But she should earn Randy’s trust by meeting his needs first.

© Psychological Associates^®, Inc., 2008.  All Rights Reserved.