Investigating Needs Part 1
techFactors and HeadStart Selling Skills: Session #4
Session Outcome
Develop a set of questions that translate a given
concern, issue, or problem into an actionable need.
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Session Outline
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1
How do needs evolve?
2
How do you get a customer to act on a problem?
3
How do we investigate needs that our brands can address?
4
Guided Practice: Developing explicit needs from implied needs
3
How do needs evolve?
Sub-session #1
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Definition
Needs
Any statement made by the buyer which expresses a want or
concern that can be satisfied by the seller.
1. Implied Needs
Statements by the customer of problems, difficulties, and dissatisfactions.
Example: We’ve tried many products but the performance of our students
in math hasn’t changed.
2. Explicit Needs
Specific customer statements of wants or desires.
Example: We need a better way to teach math now.
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Definition: Needs – closer look
We uncover ‘Implied Needs’ and develop them into ‘Explicit Needs’.
1
Ask questions
2
Buyer reveals
implied needs
S: ‘What are you currently using for Math?’
B: ‘We’re using “Legacy Books”.’
S: ‘If given an opportunity, what would you like
to enhance in your current program?’
B: ‘We’ve attended seminars talking about
Singaporean Math. I think that will help
improve the performance of our students in
math.’
S: ‘What do you mean?’
B: ‘Many students have difficulty in math and
Singaporean math can answer that. ’
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Implied Need: Problem
Many students have
difficulty in Math
3
Ask questions
S: ‘What effect does the current
problem have on your teachers?’
B: ‘A number parents ask the teachers
for additional practice exercises. So
teachers always have to do them. It
comes out during PTA briefings.
More paper to check.’
S: ‘If teachers don’t need that many
additional exercises for students
to do math better, what will that
do for the teachers?’
B: ‘Oh, that sounds some serious
sweet-talking. Better time for
teachers and students do better. ’
4
Buyer states
explicit needs
Explicit Need
Improve math performance
but don’t overwork teachers
6
Uncovering Needs as Predictor of Sales Success
Major Sales
Small Sales
Why?
Implied Needs
Explicit Needs
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The Value Equation
“Is the problem big enough to justify this solution?”
BUY
Seriousness
of
Problem
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DON’T BUY
Cost
of
Solution
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Characteristics of Needs in Major Sales
1. Time
Needs take longer to develop as it goes through stages
2. Interconnected
Needs are likely to involve elements, influences, and input from
several people, not just the wishes of a single individual
3. Rational
Needs are mostly likely to be expressed on a rational basis (even if
customer’s underlying motivation is emotional)
4. Consequence
A purchasing decision that doesn’t adequately meet needs is likely to
have more serious consequences for the decision maker.
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Needs Development in Major Sales
1. Start as minor imperfections
2. Evolve into clear problems, difficulties, dissatisfaction
3. Finally become wants, desires, or intentions to act.
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Implied To Explicit
Needs
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In major sales, we uncover Implied Needs and
develop them into Explicit Needs.
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Sub-Session #1 : Review Questions
?
‘What is a major predictor of our success in selling?
?
Why is it important to develop explicit needs in major sales?
?
How do needs evolve in major sales?
?
How do we find out about the needs of customers?
?
Why is it important to classify needs expressed by customers?
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Beyond MU, are you explicit enough?
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Determine if need expressed is implied or explicit.
?
‘We’re having recurring computations errors with our SOA.’
?
‘We need to fix our SOA computations so parents will stop complaining.’
?
‘Our ICT teachers design and prepare their own materials and one just left the school.’
?
‘We want a consistent ICT program and train teachers to implement it.’
?
‘We plan to implement a thematic approach to language teaching next school year.’
?
‘Our teachers raised DepEd compliance issues with your English program.’
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How do we get a customer to act on a problem?
Sub-session #2
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Trend on questions in a successful call
Questions in a successful call tend to follow a sequence:
Situation
Problem
Implication
Need-payoff
1) Situation
2) Problem
3) Implication
4) Need-Payoff
The sequence of questions is not rigid but is a useful guide in probing
needs of customers or prospects.
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The SPIN Strategy
SPIN Model
Situation
Problem
Implication
Need-payoff
A systematic way of asking questions to uncover needs:
Situation Questions
Data gathering questions about facts and background
Problem Questions
Explore problems, difficulties, and dissatisfactions in areas where the
seller’s products can help
Implication Questions
Take a customer problem and explore its effects or consequences
Need-payoff Questions
Let the customer tell you the benefits that your solution can offer
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Recall our example in defining implied needs
S: ‘What are you currently using for Math?’
B: ‘We’re using “Legacy Books”.’
S: ‘If given an opportunity, what would you like
to enhance in your current program?’
B: ‘We’ve attended seminars talking about
Singaporean Math. I think that will help
improve the performance of our students in
math.’
S: ‘What do you mean?’
Implied Need: Problem
Many students have
difficulty in Math
B: ‘Many students have difficulty in math and
Singaporean math can answer that. ’
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Recall our example in defining implied needs
S: ‘What are you currently using for Math?’
B: ‘We’re using “Legacy Books”.’
S: ‘If given an opportunity, what would you like
to enhance in your current program?’
B: ‘We’ve attended seminars talking about
Singaporean Math. I think that will help
improve the performance of our students in
math.’
S: ‘What do you mean?’
B: ‘Many students have difficulty in math and
Singaporean math can answer that. ’
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Situation
Question
Problem
Questions
Implied Need: Problem
Many students have
difficulty in Math
Situation
Problem
Implication
Need-payoff
19
Recall our example in defining explicit needs
S: ‘What effect does the current
situation have on your teachers?’
B: ‘A number parents ask the teachers
for additional practice exercises. So
teachers always have to do them. It
comes out during PTA briefings.
More paper to check.’
S: ‘If teachers don’t need that many
additional exercises for students
to do math better, what will that
do for the teachers?’
B: ‘Oh, that sounds some serious
sweet-talking. Better time for
teachers and students do better. ’
4/20/2022
Explicit Need
Improve math performance
but don’t overwork teachers
20
Recall our example in defining explicit needs
S: ‘What effect does the current
problem have on your teachers?’
B: ‘A number parents ask the teachers
for additional practice exercises. So
teachers always have to do them. It
comes out during PTA briefings.
More paper to check.’
S: ‘If teachers don’t need that many
additional exercises for students
to do math better, what will that
do for the teachers?’
B: ‘Oh, that sounds some serious
sweet-talking. Better time for
teachers and students do better. ’
4/20/2022
Implication
Question
Need-Payoff
Questions
Explicit Need: Act on Problem
Improve math performance
but don’t overwork teachers
Situation
Problem
Implication
Need-payoff
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SPIN
Sequence Questions
Description
1
Situation Questions
Data gathering questions about facts and background
Example: What are you currently using for math?
2
Problem Questions
Explore problems, difficulties, and dissatisfactions in areas where the
seller’s products can help
Example: If given an opportunity, what would you like to enhance in
your current program?
3
Implication Questions
Explore effects and consequences of problems identified
Example: What effect does the current problem have on your teachers?
4
Need-Payoff Questions Get the customer to tell you the benefits that your solution can offer
Example: ‘If teachers don’t need that many additional exercises for
students to do math better, what will that do for the teachers?
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Recall Exercise
What does ‘SPIN’ stand for?
What types of questions do you ask to get implied needs?
What types of questions do you ask to get explicit needs?
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Situation Questions
• Collects facts, information, and background
data about the customer’s existing situation
• Essential for calls at the early stages of the
selling cycle
Experience shows that Situation Questions:
• Are used more in calls which fail (stuck in Situation Questions)
• Are overused by inexperienced people
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Situation Questions: Usage
Not positively related to success
Successful calls have fewer Situation Questions vs calls that fail.
Inexperienced salespeople ask more Situation
Questions (because they’re safe)
Essential but must be used carefully
Successful salespeople ask Situation Questions that have a
purpose.
Buyers become bored or impatient when asked too
many Situation Questions
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Situation Questions: Examples
• About the person you’re meeting
1. How long have you been in the school?
2. Which levels are you teaching?
3. What’s important for you when considering new systems?
• About the Department
1.
2.
3.
4.
What are your department objectives for the year?
How many teachers are there in the English department for GS?
Are you using technology to enhance teaching English?
What is your curriculum planning process?
• About implementation of programs?
1. Do your teachers have their own tablets and laptops?
2. Are the devices used by teachers provided by the school?
3. Are students assessed for readiness at the start of year?
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Problem Questions
• Probes for problems, difficulties, or
dissatisfactions
• Invites customers to state Implied Needs
Experience shows that Problem Questions:
• Are used more in calls which succeed ..
(particularly if it’s a small sale)
• Are asked more by experienced people
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Problem Questions: Usage
More strongly linked to sales success
Very strong link in Small Sales
Increasing Problem Questions means greater chance of success
Not strong link in Major Sales
Increasing Problem Questions doesn’t increase chance of success
Experienced people ask higher proportion of
Problem Questions vs Situation Questions
In Major Sales, problem questions serve as ‘raw materials’ for
determining explicit needs that are serviceable.
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Problem Questions: Examples
Dissatisfactions, Difficulties, Problems
1. Are you able to provide enough interaction time with each
student in the classroom?
2. Are you satisfied with your present system?
3. What are the difficulties students face in learning math?
4. What are the disadvantages of your present ICT program?
5. How much time is spent checking attendance everyday in the
classroom?
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Implication Questions
• About the effects, consequences, or implications
of the customer’s problems
• Take a problem a buyer perceives as small and
build it up into a larger problem enough to justify
action
Experience shows that Problem Questions:
• Strongly linked to success in larger sales
• Build up customer’s perception of value
• Are harder to ask than Situation and Problem Questions
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Implication Questions: Usage
Good predictor of success in Major Sales (and
Small Sales)
Professionals develop insights about implications
through practice
‘Socratic Exercise’
Implications work best with decision makers
Technology-based products are generally design
for replacing activities to reduce cost
In Major Sales, customers must be led to uncover ‘hidden’ costs.
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Implication Questions: Examples
1.
2.
3.
4.
What effect that does have on your performance?
Could that lead to increase costs?
Will it impact your planned programs?
Can you adequately cover the planned lessons for
the year?
5. Will that impact the perception of students on the
fees that they pay?
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The Value Equation & Implication Questions
“Is the problem big enough to justify this solution?”
BUY
Seriousness of Problem
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DON’T BUY
Cost of Solution
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The Value Equation & Implication Questions
“Is the problem big enough to justify this solution?”
BUY
Seriousness of Problem
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DON’T BUY
Cost of Solution
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Need-Payoff Questions
• Solution centered solutions (i.e., the good news!)
• Perceived as positive, constructive, and helpful
Experience shows that Problem Questions:
• Strongly linked to success in larger sales
• Increase the acceptability of your solution
• Particularly effective with influencers who will present your case to the
decision maker
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Need-Payoff Questions: Usage
Focus the customer’s attention on the solution
rather than on the problem
Allows the customer to state the benefits
themselves
1. Reduce objections
2. Rehearses the customer for internal selling
In Major Sales, it’s best to let customers state and evaluate the
benefits themselves to gain their commitment to major investments.
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Need-Payoff Questions: Examples
1. How much would that help?
2. What benefits do you see?
3. Why is it important to solve this problem?
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Implication Questions & Need-Payoff Questions
Implied
Need
Expanded
by
Implication
Questions
into
Implication Questions
are Problem-Centered
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Explicit Need
A clear
problem
A desire
for a
solution
Transformed
by
Need-Payoff
Questions
into
Need-Payoff Questions
are Solution-Centered
38
The SPIN Model
S
P
I
N
Situation
Questions
to establish
a context
Problem
Questions
leading to
. . . which makes the
buyer feel the problem
more clearly
and acutely
leading to
so that . . .
the buyer
reveals
Implication
Questions
Need-Payoff
Questions
Benefits
Implied
Needs
which are
developed by
so that . . .
the buyer
states
Explicit
Needs
allowing the
seller to state
which are strongly
related to sales success!
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Sub-Session #2 : Review Questions
?
What is the value equation and what question does it answer?
?
What questions do you ask to gather background information?
?
If a customer shares an existing problem, does that mean a customer will buy?
?
What questions do you ask to make the customer realize that he/she should act?
?
How do you let the customer realize the benefits of acting on an explicit need?
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How do you investigate needs that our brands can address?
Sub-session #3
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techFactors Brands
Every techFactors brand is a complete learning solution:
Student
Full color worktext with carefully designed lesson sections
Interactive exercises for concept assessment and product output
Teacher
Teaching strategy covering annual, quarterly, and daily plans with complete
lesson guides
Teacher training covering technical content and teaching methods
Teacher resources for additional support
Administrator
EduTek Symposium covering leadership topics on technology in education
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HeadStart Brands
Every HeadStart brand is a complete business solution:
Software & Hardware
Clear listing of deliverables and software functionalities
Provision of necessary hardware to make system functional
Peopleware
End user training
Ongoing support during peak activities
On-call support as needed
Implementation
Project Manager, Lead Developer, Implementation Specialist
Business process review and re-design
Key Account Specialist
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We can deliver key benefits to schools!
But we have to be skillful in letting the
customers realize the value of our partnership.
One way of doing that is using the SPIN model.
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General Situation Questions
What are you currently using for ______?
Situation
Problem
Implication
Need-payoff
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How long how you been using the current book/system?
Aside from subject/system what else is being provided by
the current provider?
Would you be willing to explore providers like TFI/HBSI?
45
General Problem Questions
Situation
Implication
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Problem
Need-payoff
If given an opportunity, what would you enhance with the
current program/system?
What training do your teachers have to keep up with trends?
How do you currently use technology to enhance learning?
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General Implication Questions
Situation
Problem
Implication
Need-payoff
If the current problems continue, what are the
implications for you or the school?
Cost
More work
More complaints
Less motivation
Less Efficiency
Less Effectiveness
Less Revenue/Income
Note: What’s important is to turn the above points into specific
implications given the context of your discussion
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General Need-Payoff Questions
If you act to address explicit need, what will that do for
you or the school?
Situation
Problem
Implication
Need-payoff
Less Cost
More quality work
Less complaints
More motivation
More Efficiency
More Effectiveness
More Revenue/Income
Note: What’s important is to turn the above points into specific
implications given the context of your discussion
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Uncovering Problems or Implied Needs
What are the problems a buyer may have that our products and
services can solve?
Before the call, write down at least three.
Think of the appropriate questions to ask for these problems
These problems are a result of a particular situation that a buyer is in.
What could these situations be?
Ask situation questions with the purpose of uncovering the problems
or Implied Needs
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How To Plan Implication Questions
1. Write down a potential problem that a customer is
likely to have
2. Then ask yourself what related difficulties that this
problem might lead to and write these down.
Think of these difficulties as the implications of the problem –
and be especially alert for those difficulties which reveal the
problem to be more severe than it may originally seem.
3. For each difficulty, write down the questions it
suggests.
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Plan Implication Questions
Implication
Teachers are rendering a
lot of time in creating
lesson plans
Potential Problem
Implication
No teacher resources
and training
Teachers pay for their
trainings
Implication
High teacher turnover
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Practicing Need-Payoff Questions
1. Get a colleague to help you.
2. Choose a topic about a need that you believe your
colleague has.
3. Ask need-payoff questions to get the colleague talking
about the benefits of the topic under discussion.
4. Redo and apply the exercise to a specific brand.
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Sample SPIN questions for techFactors brands
Courseware
Or Software
Targeted Needs
Situation
Questions
Problem Questions
Implication Questions
Need-Payoff Questions
ICT
Tekkids, tekHigh,
digiTITANS,
I.C.Topia,
Systematic development of
ICT competencies based on
standards
Across All
What are you currently
using?
How long have you been
using the current
program/system?
Do you have an existing
contract?
What other books/systems
are provided by the
current provider?
Would you be willing to
explore opportunities with
TFI?
English
What approach are you
using to improve reading
comprehension?
What approach do you
take to equally develop all
5 macro language skills?
Math
Are you using
manipulatives?
Are you familiar with
Singaporean math?
Across All
If given an opportunity, what would you enhance with the
current program/system?
What training do your teachers have to keep up with trends?
How do you currently use technology to enhance learning?
ICT
What content do you teach per level?
What standards are you using?
What strategy do you use for teaching?
How do you keep up with technology trends?
How does ICT program support preferred strands?
English
Do your materials and teacher resources support your
strategy for improving reading comprehension?
How do you help students organize their thought processes?
How do you motivate students to do grammar exercises?
How much time does each student get to practice speaking
and listening skills in the classroom?
Math
How do you help students deal with abstract math concepts?
How do you deal with motivation issues of studying math?
What type of support do the math teachers need?
Robotics
How do you currently integrate various STEM subjects into a
project?
LMS
What areas would you like to prioritize in implementing LMS?
If the current problems continue,
what are the implications for you
or the school?
• Cost
• More work
• More complaints
• Less motivation
• Less Efficiency
• Less Effectiveness
• Less Revenue/Income
If you act to address explicit need,
what will that do for you or the
school?
• Less Cost
• More quality work
• Less complaints
• More motivation
• More Efficiency
• More Effectiveness
• More Revenue/Income
Note: What’s important is to turn
the above points into specific
implications given the context of
your discussion.
Note: What’s important is to let
the customer state the positive
results of ‘payoff’ for addressing
the need.
SeniorHigh
Series,
TekStart
English
EnglishTek
Development of
communicative competence
and multi-literacies
Math
MathTek
Development of problem
solving and critical thinking
through mathematical
thinking
Robotics
RoboTek
Encourage students to be
good in STEAM through
projects that inherently
motivate them
LMS
Integration of technology
for teaching that
facilitates transition of
teachers
Learning Management
System
TekTeach
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Sample SPIN questions for HeadStart brands
System
Targeted Needs
Situation
Questions
Problem Questions
Implication Questions
Need-Payoff Questions
OSIRiS
Effective management of the
student life cycle from
admission, student
financials, and student
records
Across All
What are you currently
using?
How long have you been
using the current
program/system?
Do you have an existing
contract?
What other books/systems
are provided by the
current provider?
Would you be willing to
explore opportunities with
HBSI?
Across All
If given an opportunity, what would you enhance with the
current program/system?
What training do your teachers have to keep up with trends?
How do you currently use technology to enhance business
processes?
OSIRiS
How do you deal with personnel turnover of ICT and key
staff?
What are the key processes pertaining to the student lifecycle and how do you do them?
Are you able to adapt your system to all types of tuition fee
computations?
What types of reports do you regularly used for operations
and how are they being generated?
OntraQ
Are you able to track which students and personnel are
within the campus at any time?
ParentLine
How do you contact all your parents in cases of emergencies,
and key announcements?
EMS
How do you monitor participation of delegates in specific
sessions of the convention.
If the current problems continue,
what are the implications for you
or the school?
• Cost
• More work
• More complaints
• Less motivation
• Less Efficiency
• Less Effectiveness
• Less Revenue/Income
If you act to address explicit need,
what will that do for you or the
school?
• Less Cost
• More quality work
• Less complaints
• More motivation
• More Efficiency
• More Effectiveness
• More Revenue/Income
Note: What’s important is to turn
the above points into specific
implications given the context of
your discussion.
Note: What’s important is to let
the customer state the positive
results of ‘payoff’ for addressing
the need.
School
Management
System
Securing access to the
school’s premises and
facilitating attendance
management
OntraQ
Intelligent ID
System
ParentLine
Communication
service to
parents
EMS
Event
Management
Service
Making it easy to
communicate with parents
Easier management of
delegate registration and
participation of large
conventions
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Sub-Session #3 : Review Questions
?
What does a techFactors and HeadStart brand represent?
?
How are implied needs uncovered?
?
How are implied needs converted to explicit needs?
?
Why is the SPIN model important in major sales?
?
What is the purpose of the value equation?
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End of Session
Investigating Needs – Part 1