Customer “Hot Button” is a term that describes the important information we must find and retain during the questioning or discovery process. Without these hot buttons we cannot even begin to offer a product or service. Why? Because we don’t know what they need. We may think we know – but we really don’t. Not yet. This important information we are looking for can be separated into two categories: Absolutes and Primary Motivating Factors.

Absolutes are the specifics the customer wants from your product or service. It may be timely delivery, competitive value, or quality. This can be determined simply by asking a great open question like…

“What is important to you when selecting product x?”

Primary Motivating Factors are the real reasons the customer needs your product or service. These are the emotions behind the logic or the reason why they want your product now. We learn and understand primary motivating factors by asking another good open question like…

“Why is that important to you?”

After we completely understand the customer’s situation through good questioning and careful listening, it is important for us to summarize back to the customer what we think we have just heard. The final step during the discovery phase of a sale is to confirm with the customer that we truly understand their situation. We do this by repeating back to them what we have learned and asking the customer whether or not we are correct. The discovery summary shows the customer that we are listening and paying attention and concerned about his/her needs. It also commits the customer to an unspoken contract.

“If you meet these needs, I’ll give you my business.” The Discovery Summary

If you follow this simple format, your discovery summary will flow nicely and sound very organized to the customer. Keep in mind, up to this point in the conversation you have been listening at least 60% of the time...so this should be no problem – right?

1. Introduce the summary: "Let’s review what we talked about to make sure I understand your situation…"
2. Bridge into summary: "Your current situation is…"
3. Bridge into desired situation: "The right product would allow you to…"
4. Confirm your summary: "Does that accurately sum up your situation? Did I miss anything?"

Finding the true needs through simple open ended questions combined with the power of a discovery summary can really turn up the heat for your customer. If you have done a good job digging for the real needs and summarizing then you are ready to ask for action.