Grow Service Model
The GROW Service Model: A Framework for Customer Needs Discovery
Use the GROW model—Goal, Reality, Options, Will—to better understand your customer's needs and guide them toward the right solution with confidence and clarity.
What is the GROW Model?
The GROW model is a coaching and questioning framework used in customer service, management, and leadership training. It stands for:
- Goal: Understand what the customer wants to achieve.
- Reality: Explore their current situation or frustrations.
- Options: Offer possible paths or choices.
- Will: Gain their commitment to a next step.
Trainer Tip: Use GROW to guide conversations—not control them. Let your questions feel natural, not scripted.
1. Goal
Find out your customer’s ultimate goal. Clarify what outcome they’re aiming for and why.
- Why are you shopping for a new mobile phone?
- What would you like the new phone to be able to do?
- What problems are you currently having with your mobile phone/service?
Trainer Tip: Listen for what's not said—goals often lie beneath surface-level complaints.
2. Reality
Explore the customer's current situation. What are they using now? What works—and what doesn’t?
- What type of service are you using now?
- Whom have you used in the past?
- How was your experience with the last product/service you used?
Trainer Tip: Stay neutral—don’t jump into solution mode too early.
3. Options
Discuss available choices. What could the customer do next? What can you offer that fits their needs?
- Do you agree that our second option would be the most suitable to your needs?
- Do you wish us to customize this option further to better fit your need?
Trainer Tip: Never overwhelm—limit options to two or three tailored choices.
4. Will
Secure commitment to action. Help the customer feel confident moving forward.
- Would you like me to go ahead and do this for you right now?
- When is a convenient time for you to go ahead and do this?
- What’s the best time for you to start this process?
Trainer Tip: Always confirm the next step—don’t assume action without agreement.
Real-World Example
A customer calls a telecom provider asking about upgrading their phone. By walking through the GROW model, the rep finds out:
- Goal: A better camera and battery life for travel photography
- Reality: Still using a 4-year-old model with poor performance
- Options: Two newer phones with long battery life and high megapixel cameras
- Will: Customer agrees to upgrade today with a loyalty discount
FAQs: Applying the GROW Model
What if the customer doesn’t know their goal?
Start with open-ended questions to uncover frustrations or desired outcomes. Use examples to spark their thinking.
How long should a full GROW conversation take?
It depends on the complexity of the need. In most customer service scenarios, 3–5 minutes is enough.
Can I skip steps if the customer is in a hurry?
You can compress steps but avoid skipping entirely. Even a quick GROW scan can help clarify needs.
Related Tools and Resources
- Explore the Vision, Energy & Passion to Serve Training Package for ready-to-use customer service training modules.
- Browse Customer Service Training Materials by category.
- Take the Customer Service Style Assessment to discover how you naturally serve customers.
Written by the team at TrainingCourseMaterial.com – specialists in downloadable customer service training packages for over 15 years.
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