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Wants Analysis, Discovering Value When Selling
Wants Analysis, Discovering Value When Selling
Wants analysis is commonly referred to as needs analysis. People buy what they want, not what they need so you will be more successful by selling what they want and giving them what they need.
 This is the next step in the sales process after you have established that you are speaking with the decision maker.
 In this step you are looking for discovered value. It’s a discovery process with all questions. It’s pure inquiry. It is also the longest phase of the sales process.
 Value is experienced as a difference of what they want and what they have. What they want is called the desired state, it’s out there in the future. What they have is called the present state, what they are experiencing now.
 When doing wants analysis, most times you’ll discover what a client wants is not what they are telling you. One of the key factors is identifying what they want and what they really need. When you can do this, you’ve got them because they’ll start to listen and take note.
 Wants analysis is about asking questions. Men tend to make the mistake by making too many statements to show how smart they are. Shut up, ask questions and listen. Ask questions about what they would like or what they want and explore the desired state they are seeking. Asking questions allows you to all the information.
 There is an 8 step wants analysis process to get all the information needed. This being
Tangible result – What would you like?
Experience sought – What will having that do for you?
Criteria (What exactly is the experience?) – How will you know when you have that specifically?
Biggest fear – So we are finished with this project, and you are (reply the experience they want), what might have to change, or what risk might you have to take to ensure that is going to happen?
Key frustration – What is it like now?
Get present to the cost of not taking action – What will likely happen if you don’t solve this the way you want? What is the impact on your business/life for having it like this?
Prospects history – What have you tried to solve this problem before in the past? What happened?
Benchmark – What would be essential in the result that will tell you that our work together was worth your time and money?
 Never ask ecology questions, eco-system questions, sabotage questions like what would you have to give up in order to get this? This creates hopelessness. If you are asking something that creates hopelessness, then the sale is gone.
 The benchmark question to ask to know that you have done the wants analysis is “So what you want is ….? Did I get that right? If you get a yes, you can move onto the next stage which is ready to act.
