Needs-Based Selling: A Powerful Framework for 2024

Feeling like a scheming salesman when closing deals?

You’re not alone.

This discomfort motivated us at RCA to devise a better selling strategy.

We’ve designed a fresh process for remote closing that doesn’t involve pressure tactics, doesn’t feel distasteful, and is grounded in genuinely helping people.

Introducing our Needs-Based Selling Framework…a transformative approach for sales professionals who desire improved customer relationships, sales success, and competitive differentiation.

This framework ensures you’re a salesperson customers look forward to dealing with.

In this post, we’ll uncover a 7-step sales blueprint to boost your sales and keep your customers hooked. But first, let’s dive into the essence of needs-based selling.

Why Needs-Based Selling Is Your Ticket to Success In Sales 

As a salesperson, you know that actually closing the sale is no easy feat. 

It’s a constant struggle to find the right approach that will persuade potential customers to buy from you. 

But imagine if there were a method that allowed you to cut right to the core of your customer’s needs every single time. 

That is where needs-based selling comes into play. 

It’s an approach that focuses on identifying the unique needs of your customers and providing them with tailored solutions that meet those needs. 

If you want to be a rainmaker, you have to change your demeanor from a pushy salesperson to a consultative seller. 

Some of the best consultative selling examples are:

• Asking open-ended questions: Instead of just trying to sell your product or service, ask open-ended questions to learn more about your customer’s needs. For example, “What are the biggest challenges in your business?” or, “What are your goals for this project?”

• Listening actively: Once you ask a question, listen carefully to your customer’s response. Don’t interrupt them or try to push your product. Instead, take the time to understand their needs and challenges.
• Provide insights and solutions: Once you understand your customer’s needs, provide them with insights and solutions that are tailored to their specific situation. Don’t just offer a one-size-fits-all solution.

When you focus on your customers’ needs, you can achieve three key benefits that can drive your success in sales:

• Customer satisfaction
• Sales Performance
• Long-term relationships with customers

If you do your homework as a salesperson and understand your customers’ needs, you can provide them with solutions that fit their specific requirements. 

Those customers will come back again, and again, and again. 

A personalized experience for your customers can help you build better long-term relationships, higher conversion rates, and increased sales.

That foundation of trust and respect is what will separate you from the stereotypical salesperson.

This 7-Step Sales Framework Can Accelerate Your Sales &   Leave Your Customers Wanting More  

Business is all about problem-solving–sales is the certainty that you can solve those problems for someone else.

And if you want your sales to be consistent, you need to have frameworks in place.

They’ll make you more efficient and accelerate your sales process.

So, without further ado, here’s our 7-step sales framework that can make you millions: 

1. Build Rapport 

Let’s start with how to build a connection with your customer. 

Before you dive into sales mode, it’s important to show the customer that you’re not an automated voice trying to make a sale. You need to establish a genuine connection that will help you earn their trust, and eventually, their business.

So, how do you do this? The solution is simple:

Show that you care. 

Ask your customer about their interests, hobbies, or anything else that can help you find common ground. 

Connect with them on a personal level. 

Remember: Customers buy from representatives they like and trust. 

So, be friendly, show genuine interest, and build a connection that will leave your customers feeling good about doing business with you.

2. Frame the Call

Now that you’ve built rapport and established a connection with your customer, it’s time to frame the call. 

Some might say that framing the call is “salesy”, but here’s the truth: 

What’s the first thing a professional does in a meeting?

State the agenda. 

It’s not unusual to state the agenda of the meeting when you’re aiming for a sales goal, especially if you do it in a casual way.

So, before you dive into your pitch, take a moment to set the stage.

Briefly outline what you want to achieve on the call and what topics you plan to cover. This helps to keep the conversation on track and ensures that you cover all the important points.

Think of it like setting the scene for a play. By framing the call, you’re giving your customer a preview of what’s to come and building anticipation for what you’re about to offer. 

After all, a little anticipation can go a long way in making your pitch more effective.

So make sure to set the stage for you and your client.

3. Gather Important Information

This step is what separates the amateurs from the pros.

You must understand the customer’s needs, goals, and pain points. 

Don’t be afraid to ask probing questions that get to the root of the issue. This is where you’ll find the golden nuggets of information that will help you tailor your pitch and close the deal.

One way to approach this is by using our ” Problem First Flow” and “Goal First Flow”. 

The Problem First Flow involves identifying the customer’s pain points and challenges right off the bat. 

The Goal First Flow, on the other hand, involves understanding the customer’s goals and aspirations first. 

There’s no wrong answer when it comes to choosing which strategy to use:

Go with the flow that feels right for the customer. 

You can also ask questions that help you understand both the problem and the goal. 

For instance, “What is the biggest challenge you’re currently facing in your business?” or, “What would success look like for you?”

Remember, the more you know about the customer’s needs and goals, the easier it will be to position your product or service as the perfect solution.

4. Transition

When addressing any unclear questions or concerns your customer may have, it’s essential to prioritize trust and show genuine interest in their needs.

One way to do this is to give the client control and ask them where they want the conversation to go. 

This shows you care about what they want. 

It’s crucial to keep the conversation centered on their needs—not just your own goals.

So, resist the urge to rush into your pitch right away. 

Instead, take a moment to ensure that your customer is on the same page as you and that you fully understand their concerns. 

They won’t be ready to buy until they believe your product meets their needs. So you had better figure out as much as you can about their needs.

Remember: trust and clear communication are the cornerstones of any successful sales process.

5. Pitch

We’ve built some rapport, framed the call, and gathered some important information. 

Now it’s time to pitch. 

But before we dive in, it’s important to remember that the pitch is all about the customer’s needs. (Yes, we’re going to drill this into your head.)

It’s not about showing off your product or service—it’s about showing the customer how it can solve their problem.

So, start by making a high-level promise that is tailored to their specific desires. Make them feel like you’re speaking directly to them and addressing their pain points.

All right, onto the steps in the pitching process:

First, we need a paradigm shift. We need to make the customer believe that their problem can be solved in the first place.

Then, we need to “future pace.” Help the customer visualize how their life will be better once their problem is solved and how your product can help them get there. 

Eliminate their fear of failure as much as possible. Address any concerns they may have and provide reassurance that you’ll be there to help them along the way.

But remember: The pitch is not a one-size-fits-all approach. It should be tailored to each customer’s unique needs and circumstances. 

Get creative and make the pitch personal.

6. Committing Phase

Now that you’ve delivered your pitch and your customer is enthusiastic about your product or service, it’s time to seal the deal. 

But don’t just blurt out a price and hope for the best. Instead, paint a picture of your customer’s future after they buy your product. 

People want to be certain that they’re making the right decision before they spend their hard-earned money. When you describe the benefits and outcomes the customer can expect, you build certainty and excitement around the purchase.

For example, if you’re selling a fitness program, you could say something like: 

“Imagine waking up every morning feeling energized and ready to take on the day. Imagine looking in the mirror and seeing a stronger, healthier version of yourself. That’s what our program can do for you.”

Put power into your words. There’s nothing worse than a salesperson that’s apprehensive about their own product. 

So, before you reveal the price, take some time to describe the outcomes that the customer can expect. 

This will make the price seem like a small investment in the bigger picture of their improved life.

7. Objection Handling

Objections are always possible—even with the perfect pitch. 

But don’t worry, objections are a natural part of the sales process. In fact, objections show that the customer is interested and engaged in the conversation.

To handle objections like a champ, it’s important to stay calm and not take them personally. 

Remember, objections are not a reflection of you or your product, but rather a concern or doubt the customer has in mind. They’re a speed bump, not a roadblock.

When faced with an objection, start by acknowledging and empathizing with the customer’s concern. Repeat their objection to make sure you fully understand it and then address it directly. Provide evidence or examples that can help alleviate their concerns.

If the objection is about the price, try reframing the conversation to focus on the value that your product or service provides. Show the customer how your product can help them save time or money in the long run.

Lastly, if you still can’t overcome the objection, it’s okay to ask for more information or offer to follow up later. The key is to always be respectful and keep the conversation going.

Remember, sales is all about building relationships and adding value to your customers’ lives. 

By following these steps and mastering the art of sales, you’ll be on your way to closing more deals and achieving great success in your business.

For a more detailed explanation of this 7-Step Sales Framework, check out this video:

Upgrade Your Sales Calls With Needs-Based Selling 

Now that you have a clear understanding of The Needs-Based Selling Framework and a 7-step sales framework to follow, it’s time to upgrade your sales calls.

Start by reviewing your current sales process and identifying areas where you can incorporate Needs-Based Selling. This may involve tweaking your approach to building rapport, asking more targeted questions, and/or tailoring your solutions to each customer’s unique needs.

Be prepared to address concerns and objections, and use closing techniques that feel natural and authentic to your sales style.

It’s all about understanding and meeting your customer’s unique needs, so take the time to listen and tailor your approach accordingly. 

With practice and dedication, you’ll become a master of your own selling style.

And once you feel like your skills are up to par, fill out this RCA application form to become the master of your time, income, and sales as a remote closer.