Identify your customer’s need
Those who saw “The Wolf of Wall Street” will recognise this scene: “The real answer is, before I’m even going to sell a pen to anybody, I need to know about the person, I want to know what their needs are, what kind of pens do they use? … I want them to turn it around on me and start asking me questions to identify my needs, what I’m looking for. And if you do that, people don’t know what to do. Next thing, he is answering, and now I’m controlling the conversation, finding out exactly what he needs. ” – Jordan Belfort, The Wolf of Wall Street
The message is simple: how do you sell a pen? Definitely not by just talking about the functions of the pen. Instead, you ask questions to determine if the consumer needs a pen at all. And what he would use it for. So it’s all about identifying the consumer’s needs.