Definition: The needs assessment is the phase in the sales conversation where the actual needs and desires of the customer are identified (Bedarfsanalyse im Verkaufsgespräch: 5 Techniken | Pipedrive). Through targeted questions and active listening, the salesperson gains a clear picture of the customer's needs in order to offer a tailored solution.

Techniques:

• Open-ended W-questions: With questions like “What do you particularly value in ___?” or “What challenges would you like to solve?”, the customer is encouraged to talk. This helps uncover both obvious and unconscious needs.

• Targeted follow-up: When given vague responses, the salesperson follows up (“Can you give an example?” or “What does affordable mean to you in numbers?”). This helps translate unclear wishes into concrete requirements.

• Direct vs. indirect needs assessment: In some cases, the customer clearly states what they want (direct). Often, however, needs must be uncovered indirectly through clever questioning, e.g., by first discussing general goals and then moving on to the offer.

• Active listening & taking notes: Write down important points and revisit them later in the conversation. This shows professionalism and ensures that no details are lost.

Expert tip: The needs assessment forms the foundation for successful consulting – the more thorough it is, the more precisely the salesperson can argue (Bedarfsanalyse im Verkaufsgespräch: 5 Techniken | Pipedrive). Non-intuitive insight: Customers don’t always state all their needs spontaneously. A trained salesperson also pays attention to nuances and observes body language. A hesitant “Well, something else that’s important is…” or discomfort with certain topics can indicate additional needs or concerns that are worth exploring. Those who thoroughly assess needs are always one step ahead, as they present solutions that hit the mark precisely.