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Needs Based Selling – Sales Professionalism And Personalisation Beyond The SPIN

Needs Based Selling requires great knowledge, skill and attitude. It requires you to marry sales professionalism with great personalisation and allows you to go way beyond the SPIN your competitors are so dependent on.


Needs Based Selling done with great diligence will not just allow you to attract new customers and retain them, but will create champions of your products and services that invite others to buy into your offerings.


Your end result?


The winning combination of…


Higher profitability for you, your team and your organization!




Greater fulfillment, happiness and delight for your customers too!


Your sales professionals will, through this initiative, immediately learn…


The 7 Principles Of Needs Based Selling

  • How to segment your customers for Needs Based Selling

  • How to know your customers unique needs, wants and desires

  • How to differentiate yourself from your competitors

  • How to discover gaps in your potential customers present value proposition

  • How to communicate your value proposition for higher levels of profitability, performance and fulfillment

  • How to embrace the attitude necessary for successful Needs Based Selling

What You Can Expect


A ground breaking, absolutely unique, expertly researched & created, world class, professionally delivered initiative, which will address your specific needs and benefit you for a lifetime.


How This Initiative Is Conducted


This perspective shaping initiative is expertly run as a series of …


Illuminating introductions
Engaging dialogues
Interactive games & exercises
Thought provoking debriefs
Open questions & answer sessions
Reflection time-outs
Relevant case studies
Enriching assignments
Feedback loops


Initiative Outline


Part 1 – The 7 Principles Of Needs Based Selling


Don’t Sell Ice To The Eskimos

  • Make People Buy Things They Need


Don’t Sell An Elephant A Wall Climbing Excursion

  • Make People Buy Things They Can


Don’t Sell The Steak

  • Make People Sizzle


Don’t Just Sell By Emotion

  • Make People Make Sense


Don’t Sell Like A Sales Person

  • Make People Engage In A Dialogue


Don’t Sell The Way Your Competitors Do

  • Make People Differentiate    

Don’t Sell Like A Prophet Or A Priest

  • Make People Share Their Future


Part 2 - Segmenting Your Customers


Your Primary Segmentation

Individual Segmentation by…           

  • Age

  • Gender

  • Occupation

  • Income

  • Designation

  • Education

  • Marital Status

  • Location

  • Others


Your Secondary Segmentation

Your Disruptive Strategy


Part 3 – Knowing Your Customer


Appreciating Your Customer’s Mindset

 Why Is Your Customer Here?

  • Attracting A New Status Quo Customer

  • Repelling An Old Status Quo Customer

  • Neutral Or Uncertain Status Quo Customer


Knowing The Cost Issue

  • Addressing “It Is Too Much”

  • Addressing “It Is Too Little”

  • Addressing ‘It Is Just Right”


Knowing The Quality Issue

  • Addressing “It Is Too Good”

  • Addressing “It Is Too Poor”

  • Addressing “It Is Just Right”


Knowing The Value Issues

  • Good Or Bad

  • Helpful Or Harmful

  • Success Or Failure

  • Enhances Identity Or Diminishes Identity

  • Promotes Knowledge Or Ignorance

  • Ensures Security Or Uncertainty

  • Makes Happy Or Does Not

  • Brings Freedom Or Keeps Trapped

  • Delivers Peace Of Mind Or Not


Knowing The Features Issue

  • I Want

  • I Don’t Want


Knowing The Functions Issue

  • As It Should

  • As It Shouldn’t

Knowing The Usability Issue

  • Can It Be Used

  • Can’t It Be Used


Knowing The Buy-ability Issue

  • Easy To Buy

  • Hard To Buy


Knowing The Channels Issue

  • The Nuances Of Direct Selling

  • The Nuances Of Agent Selling

  • The Nuances Of Distributor Selling

  • The Nuances Of Retail Selling

  • The Nuances Of Wholesale Selling


Part 4 – Differentiate Or Die


Differentiating Your Offering From Your Competitors


The Keys To Differentiating Your Product

  • Quality Differentiation

  • Price Differentiation

  •  Promotion Differentiation

  • Place Differentiation


The Keys To Differentiating Your Service

  • Technical Process Driven Service Differentiation

  • Non-Technical People Driven Service Differentiation


The Keys To Differentiating Your Brand

  • Differentiation Your Brand Value

  • Differentiation Your Brand Passion

  • Differentiation Your Brand Vision

  • Differentiation Your Brand Mission

  • Differentiation Your Brand Value

  • Differentiation Your Brand Identity


The Keys To Differentiation Your Experience

  • Expressing Your Product As An Experience

  • Expressing Your Service As An Experience

  • Expressing Your Brand As An Experience

  • Expressing Your Communications As An Experience


Part 5 – Discovering Gaps In Your Potential Customer’s Value Propositions


  • Building Sophistication To Enhance Needs Based Selling

  • Building Substance To Enhance Needs Based Selling

  • Building Sustainability To Enhance Needs Based Selling


Part 6 – Communicating Your Value Proposition For Profitability, Performance & Fulfilment


The Art Of Listening For Areas Of Common Interest

The Art Of Questioning To Clarify, Specify & Explore The Solutions They Are Seeking

The Art Of Dialoguing To Build Meaningful, Trusting & Purposeful Relationships

The Art Of Crystallising To Remove Obstacles, Gain Clarity And Establish Agreements

The Art Of Actioning To Move Things Forward Successfully

The Art Of Feed-Backing And Feed-Forwarding To Ensure Mutually Beneficial Outcomes

The Art Of Winning To Hit Both Your Targets


Part 7 – The Attitude Necessary For Needs Based Selling

  • Embracing A Culture Of Service Excellence

  • The Philosophy Of Customer, Team and I

  • Enhancing The Customer Experience


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