Which of the following is a step in the selling process?

Determining the customer's needs is a critical step in the selling process because it directly influences how effectively a salesperson can engage with potential clients and close a sale. By understanding what the customer requires, a salesperson can tailor their pitch to highlight benefits and features that are relevant to the customer’s specific situation. This step involves active listening, asking probing questions, and building rapport to gain insight into the customer's preferences and pain points.

In contrast, setting the sales budget pertains more to financial planning and strategy rather than the actual interaction with customers. Conducting market research is an essential preliminary activity that informs overall marketing strategies but is not part of the direct selling process itself. Analyzing sales data helps businesses evaluate performance and refine strategies but also falls outside the immediate context of engaging individual customers in a selling scenario. Thus, identifying customer needs is fundamental to the selling process, ensuring that the salesperson can effectively meet those needs and facilitate a successful transaction.