On a recent sales call, Jennifer's customer responded to a question regarding current needs by saying, "I am perfectly happy with our present situation." With respect to the problem recognition phase of the business buying decision process, what should Jennifer do next?
A) change the subject of the conversation to an area with greater potential
B) probe further to determine if any gap exists between the buyer's perceived desired state and actual state
C) challenge the buyer's level of satisfaction with his current situation
D) to keep the door open for another sales call in the future, politely thank the customer for his time

Question

Quizplus · Accepted Answer

Jennifer should probe further to determine if any gap exists between the buyer's perceived desired state and actual state. This will help her understand if there are any unmet needs that the buyer may not be aware of or not willing to share. It will also help her identify potential areas for improvement or opportunities to present her product as a solution to the buyer's problems or challenges. Changing the subject or challenging the buyer's level of satisfaction may be perceived as aggressive or pushy, and thanking the customer for his time without further exploration may result in a missed opportunity for future sales.

On a Recent Sales Call, Jennifer's Customer Responded to a Question