Page 17 - RW205.01.0819 WW-Seminar-The Perfect Presentation

COMMUNICATING EFFECTIVELY

Issues, feelings, needs and proposals Applied to selling and buying, this means that
people rarely buy “products” or “services”. They

Really listening requires letting go of our buy a way (through a product or service) to
thoughts and judgments, and focusing only on meet a deeper need. For example, a possible
the other person. But what should we listen for? need related to the purchase of cookware or
water filters could be a healthy lifestyle. If you
In order to connect with people, we should know and understand that need, you will be
listen for their needs. Everything we do and able to recommend the solution that works best
1
say is the expression of and an attempt to meet a for your prospect.
need. When we listen for needs, we listen from
the heart. However, often needs are not stated Similarly, if you can understand the need that
openly or clearly. Many people tend to state is underneath an issue, you will be able to work
more issues and feelings. Issues and feelings with your prospects towards a solution that
are on the surface, while needs lie deeper works for them.
underneath.
For example:

EXPRESSED ISSUE: I don’t have money.

POSSIBLE FEELINGS: Uncomfortable,
anxious, worried.
FEELINGS
Issues
POSSIBLE NEED Security, stability
UNDERNEATH (knowing they can
THE ISSUE: pay for the product).

NEEDS

1 These concepts have been adapted from Marshall Rosenberg’s extensive work on Non Violent Communication (NVC) or compassionate communication.

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