How to interview clients to understand their needs.
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How to interview clients to understand their needs.

This video from outlines what people buy: first, the solution to a problem and second, you !
4.3 (2 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
40 students enrolled
Last updated 7/2013
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Current price: $10 Original price: $25 Discount: 60% off
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  • 23 mins on-demand video
  • 1 Article
  • 5 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Understand how to structure a needs based conversation.
  • Learn how to control the conversation
  • Learn how to close out the conversation effectively
View Curriculum
  • This course is designed for anyone in a management position. If a new new manager the content will act as a guide. If a manager with several years of experience, the content will provide tips and suggestions to hone your skills. If an experience manager with many years experience, the content will act as a refresher.

As surprising as it seems – no one actually buys what you have to sell – merely because you want to sell it to them.  Whether it’s financial planning, consulting services or IT software – they won’t buy it just because you can show it to them.  But there are two things people do actually buy.

The first of these is a solution to a problem.  People will buy a service from you because they believe it will solve particular problems for them – and help them reach their desired outcome.  How your particular service works may not really matter to them – as long as it delivers the results they want.

The second thing people buy – is actually – you.

Once they’ve decided that they have a problem that they need fixed – then they come to a decision about who could fix it – or help them fix it.  Now – if you’ve made a point of telling them all about your business and services – they may feel you’re too focussed on yourself and your own needs to be able to care about them and to help them.  So they’ll think you’re simply trying to sell them something (which you are!) – and they’ll start to resist in all sorts of ways.

Who is the target audience?
  • Managers
  • Leaders
  • Coaches
  • Sales Managers
  • Senior VP Sales
  • VP Sales
  • Sales Representative
  • Customer Service Representative
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Curriculum For This Course
Introduction to understanding client needs
1 Lecture 00:00
Video Modules
6 Lectures 16:15

What are the two key things that people actually buy?

How well do you believe your team understands this concept?

What can you do to encourage understanding within your team of these concepts?

What do people buy?
3 questions

To what extent do you and/or your team have a structure to the conversation you have with clients?

How well is this structure put into practice?

Can you outline the structure that you use … and can your team?

How does this compare to the structure outlined in the module?

How to structure the conversation
3 questions

What process do you use to engage a customer into conversation?

How well does your team use such a process?

How does your own process differ from that which is suggested in the module and why?

What elements of the process outlined in the module can be applied in your business and why?

How to start the conversation.
2 questions

The body of the conversation

How well do your team gain an understanding of all the clients issues?

Do they have a template document to assist them?

Are they clear on the process to follow?

How well do you follow such a process?

The body of the conversation
2 questions

Getting into specifics

How do you move from a general discussion into specific details with the customer?

To what extent are your team equipped to probe around the clients specific issues?

What training do you give them to enhance this “probing” capability?

How well do you and your team ask open ended questions?

Getting into specifics.
2 questions

Closing the conversation

What process do you have in place to close out a meeting with a customer?

How well do you summarise what you have discussed with the customer ?

What can your team learn from the tips and suggestions provided?

Closing the conversation.
3 questions
Detailed Notes & Key Point Summary
2 Lectures 00:00
Detailed Notes
6 pages

Key Point Summary
1 page
Putting it into practice
4 Lectures 07:06
This video provides some practical tips on how to understand a customer's needs when you work in a retail store and only have two/three minutes to engage the customer.
Putting it into practice - understanding needs in a retail store

Understanding needs in a retail environment - detailed notes
2 pages

This video provides some practical suggestions on a key component of understanding the customer: maintaining focus so that the customer believes you are genuinely interested in them.
Putting it into practice - maintaining focus on the customer

How to maintain focus on the customer - detailed notes
2 pages
About the Instructor
Angus Patterson & David Dowe
3.3 Average rating
18 Reviews
170 Students
6 Courses


Chartered Accountant by profession, MBA by necessity, Business Owner at heart and Creative Thinker with a passion for learning !

Applied 10 years of thinking after running large scale sales teams in large corporates (where teams consisted a Managers, Sales Managers, Investment Advisors and Financial Planners) to create  

The Idea being that the internet allows you to provide content in a scalable manner so that decentralised teams can benefit from world standard learning material that is packaged in a way to meet the different ways that people learn and which puts the user in control of their own learning.


The face of our videos, David Dowe, is regarded as one of the best coaches in his field. With over 20 years experience, he has received plaudits from CEOs to COOs, Exec General Managers and front-line Managers. David has worked with a who's who of mid to large sized companies in Australia, the UK and Europe.

Learning and development professional specialising in sales and leadership development.

20 years’ experience across a diverse range of blue chip organisations, including Financial Services, IT, Healthcare and FMCG. Has a reputation for successfully leading L&D teams which enable organisations to achieve results and improve ROI. Builds sales force effectiveness based on structure, focus and practical management procedures, together with excellent standards of leadership, communication and engagement.

Specialties:Transforming sales teams and driving high performance sales & service cultures.
Results focused coaching and performance management, including executive level coaching.
Coaching sales teams to pitch for and win complex commercial deals.

Please see our bios on Linked in for more details !