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The SPIN Selling Fieldbook: Practical Tools, Methods, Exercises and Resources by Neil Rackham

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       6

Focusing on Buyer Needs

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Overview

A need is any statement a buyer makes that expresses a concern or want that can be satisfied by the seller. Two kinds of need are key:

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image Implied Need—a statement of a buyer’s problem, dissatisfaction, or difficulty with the current situation.

image Explicit Need—a clear statement of a buyer’s want, desire, or intention ...

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