Implied and Explicit Need

Implied and Explicit Need

Implied Need - a statement of a buyer's problem, dissatisfaction, or difficulty with the current situation

Explicit Need - a clear statement of a buyer's want, desire, or intention to act

Implied or ExplicitI'm spending too much on postage each monthI'd like a way to cut my postage costsI'm looking for help to do a better job forecasting our salesI'm worried about increasing competition from other contractorsMy car has been needing a lot of expensive repairs latelyI need a low-maintenance carIdeally, if we had the right equipment, we'd be able to reproduce documents in full colorIdeally, if we had the right equipment, we'd be able to reproduce documents in full colorWe really need each team member to be able to send messages automatically to every other team member in the fieldOur communication systems aren't as flexible as I'd likeSituation Questions1. What's the average weekly output of this plant?2. How much inventory do you stock on site?3. Do you have problems with backorders on any items?4. Are you happy with your replenishment system?

Situation Questions5. Am I right in thinking that you're starting to meet heavy competition from small subcontractors?6. When did you first notice an increase in usage of the billabong machine?7. Are you worried that the increased usage might raise your maintenance costs?8. Has the number of employees who have switched benefit plans met your original projection?

Situation or Problem Questions1. How many people do you employ here?2. Is it hard to recruit skilled people?3. Do you have any problem with turnover?4. Have you had any difficulty controlling quality?5. How much has your organization grown during the last year?6. Is any part of the process costing more than you'd like?

Problem or Implication Questions1. Are you concerned about the increased workload?2. How has the increased workload affected turnover among your support staff?3. Has the shortage of support staff impacted your ability to respond quickly to client calls?4. Are you worried about the quality of work being produced?5. Are you experiencing difficulties recruiting skilled professionals?6. Which category of professionals is hardest to recruit?7. Have these staff problems led you to lose any clients?8. How have you been handling the staff shortage?

Need Pay-off Questions1. How much would you save annually if we could eliminate your seasonal overtime costs?2. How much has tardiness increased because of the relocation?3. Would it be useful to have modules you can mix and match and reconfigure as your needs continue to change?4. If we could shorten your order processing cycle by two days, how many more billabongs could you ship each week?5. Are you worried about the unreliability of the current system?6. Would it help if I could show you a way to overcome the contamination problem?7. Could the new system also help you maintain better stock control?8. Has the staff shortage caused you to miss important calls?