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The Main Course p16

Satisfied customers are those that have satisfied needs. Our task is to understand what those needs are. We can do this by listening to them, asking questions and, where appropriate offering solutions.

Of all the many possible causes of failure to communicate, weak questioning and listening skills are frequently the most common. One of the reasons seems to be lack of question structure and direction.

This stage of the communication process is critical to the success of the other stages.

Therefore, time should be spent asking as many questions as necessary in order to obtain a “big picture” of the customer’s needs, before giving any advice. In this way, you can ensure you fully understand the customer’s needs and more importantly, by confirming back to him demonstrate your understanding.

There are four things that we need to do at this stage:

  • Evaluate the level of customer experience
  • Ask questions that gain information
  • Listen actively
  • Take control of the conversation

    Quickly review your customer’s needs…………….

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