Hyundai 2015 Sonata Experience, Справочное руководство

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The 2015 Sonata Experience
5
NEEDS ASSESSMENT
Good questions draw people out
Best questions are open-ended
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Solicit longer, more detailed responses.
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Encourage people to talk about whatever is important to them.
Responses take longer, but are worth listening to
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Gain valuable knowledge.
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Lead to establishing greater trust and rapport.
Open Ended Questions
Begin with what, how, and why:
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How will you be using this vehicle?
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What do you like best about your current vehicle?
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What do you dislike most about your current vehicle?
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What is most important to you in your next vehicle?
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What kind of cell phone do you use?
Why did you choose that particular phone? What do you use it for?
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How important is a navigation system? Why?
Either/Or Questions
Give you more control over direction of the answers
Hybrid between open- and closed-ended questions
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Do you prefer a sports car, sedan, or something larger?
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Are you looking for basic transportation or something with a little
more equipment?
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Will you be using the vehicle for business or pleasure?
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Do you prefer light or dark colors?
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Do you prefer leather interior or something else?
Clarifying Questions
Used to get a better understanding of something the customer
has just shared
Should be used often
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It sounds like _____________ is important to you. Is that correct? Why?
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When you say _______________ what does that mean to you?
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Would you please say more about __________________?
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_________________ means different things to different people.
Can you give me an example of what it means to you?