In this step of the sale, your job is to uncover the customer’s problems or reasons for wanting to buy. In some instance, their motives or needs may be quite obvious, but that is not always the case. It is your job to determine those needs so you can offer one or more solutions. Discovering your customer’s motivation for buying will help you in the next step of the sale when you are helping the customer select the right product.

Key terms:

Nonverbal communication
Open-ended questions