The importance of a needs assessment is obvious when customers are unsure about the model or trim that is best for them. But what about customers who say they know what they want from the outset?

WHY A NEEDS ASSESSMENT IS IMPORTANT

There are a number of good reasons for doing a needs assessment with every customer – even those who say they know what they want:

• The customer may have incomplete or inaccurate information. Even customers who have done extensive research online don’t know what they don’t know. If they are choosing based on the recommendation of a family member or friend, there is no guarantee that person’s priorities are the same as theirs. Third party reviews reflect the reviewers’ biases and may leave out details that are important to the customer. As a Kia Sales Consultant, you have access to the most complete and accurate information available about Kia vehicles and are in the best position to relate it to the customer’s stated wants and needs, by conducting a needs assessment.
• The customer may be unaware of special programs or other circumstances. The customer may prefer a different vehicle, but is basing their choice on the assumption that the vehicle chosen will be more affordable. You and your manager know about current programs or financial arrangements that may make a difference. In addition, the vehicle they have chosen may not be readily available while a different vehicle is.
• Doing the needs assessment demonstrates your professionalism and value as a Consultant. You know the questions to ask to fully understand the customer’s wants and needs. (What is the customer’s most important consideration when deciding which vehicle to purchase? What competitors are under consideration by your customer? What interests the customer most about them? Etc.) Understanding the customer’s priorities allows you to match the customer with the vehicle best suited for them. In the end, the customer will appreciate the fact that you made sure they purchased the vehicle that was the best choice for them.
• Build rapport with the customer. A good rapport can help smooth out any bumps in the process.
• Set expectations. Use the time to take the customer through what to expect in the process, including any potential wait times.
• Bottom line: Every customer deserves a needs assessment to make sure they are getting the vehicle that is best suited for them and that offers them the greatest value given their unique wants and needs. They’re the ones who will be driving the vehicle. It’s worth the few extra minutes to make sure it’s the right vehicle for them.

CONDUCTING THE NEEDS ASSESSMENT

The challenge is to accomplish the assessment while respecting the customer’s time and acknowledging the research they have already done. If the customer comes in wanting to look at a particular vehicle, show them that vehicle and discretely incorporate your needs assessment into the vehicle presentation:

• As you approach the vehicle, compliment them on their choice and ask, "What interested you most in looking at this particular model/trim?"
• If they know the model in which they are interested but not the trim level, ask, "How do you want your [model name] to be equipped?" or, "Are there specific features you want it to have?"
• If the customer is shopping other vehicles, ask, "What other vehicles are you considering?" and, "What interests you most about that vehicle?" (If you are not sure if they are shopping other vehicles, ask! It’s better that you know up front, and their choice of competitive vehicle may suggest a different Kia model/trim that would be a better fit.)
• If it appears that a different model/trim might be a better choice, say, "Based on what you’ve told me, I have another model/trim that you might like." Tell them why you think it would be a good choice for them and ask, "Would it be okay if we took a few minutes to look at it as well?"

Remember, the purpose of a needs assessment is to make sure the customer is getting the right vehicle for them. It may be the vehicle they came in asking to see. It may be a different vehicle model or trim. The only way to know for sure is to conduct the needs assessment.