Needs Selling Satisfaction

Have to admit, this is a nice way of communicating a value proposition.
From "Confessions of a Car Salesman"

Roy taught a total system for sales, called "Needs Satisfaction Selling." You found out what the customer's needs were and then you presented the car in such a way as to meet their needs. This meant you needed to know the car's features so well you could present it in a number of different ways. If the customer wanted safety you had to talk about ABS, airbags and crumple zones. If the buyer wanted performance you talked about the V6 engine, the silky-smooth tranny and the platinum-tipped spark plugs.

The selling system was built around a progression of questions we were told to memorize. That night I took these questions home and my 9-year-old, who loves role-playing, helped me practice using them.

I'd shake my son's hand and say, "Welcome to the dealership! And your name is?"


"Good to meet you Freddie. Are you familiar with our product line here?"

"Uh uh," he'd say, trying to be serious like an adult.

"Fine. Do you mind if I ask you a few questions? That way I can better understand which cars on our lot to show you."


"Freddie, let me ask you, what are you driving now?"

"A BMX bike."

"OK. And what do you like about that bike?"

"Goes real fast."

"So Freddie, what you're saying is performance is important to you. Is that right?"

"I guess."

"Well, we have a model over here with a V6 engine that puts out 210 horsepower. Follow me."

He always followed me when I turned and walked toward the imaginary cars. I wished all the customers were like Freddie.


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