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WHAT IS SALES
A sale isn't a thing, it's a process. It isn't standing still, it's moving. It isn't one long job, it's a series of smaller jobs.
SALESMAN OF THE
EAR
This is you
Or this !
But
We all want to
&
Satisfy the need of the Customer !
Programme
ADVANCED SKILLS
THE MOST IMPORTANT SET OF SKILLS THAT THESE PEOPLE HAVE IN COMMON ARE S P I N SKILLS
PROBLEMS
BUYER
PROBLEMS
PROBLEMS
PROBLEMS
PROBLEM S
. . . but what are the implications?
???
INEXPERIENCED SELLER
Solution Solution
Solution
Solution
No???
No???
But the buyer must be ready to perceive that he has a need and that his problem is serious enough to justify the cost and hassle of finding a solution.
So the seller must establish and build the pain by Implication Questions
IMPACT: Most powerful of all SPIN questions. Top salespeople ask lots of them.. THESE ARE THE HARDEST TO ASK AND MUST BE PLANNED CAREFULLY BEFORE KEY CALLS
SEEKING IS MORE PERSUASIVE THAN GIVING. SEEKING MEANS ASKING QUESTIONS GETTING TO KNOW YOUR CUSTOMER NEEDS
Preliminaries
Obtaining Commitment
Preliminaries
INVESTIGATING
Demonstrating Capability
Obtaining Commitment
INVESTIGATING!!
Has direct influence on your success This stage will most impact your success The key purpose is to uncover implied needs Investigating is done through questions
HOW?
It begins in the form of Problems, difficulties or dissatisfactions. These are Implied Needs.
Clear, Strong When needs have developed into Wants and Desires
Needs
Need to Outweigh c
o
s!
Buy
Dont Buy
Hassle Explicit Need Explicit Need Explicit Need Perceived value Buyer
Risks
Hidden Extras Cost
No !
Implied needs!
The timing
Situation Qs. first
Ensure your solution has maximum impact ! Build credibility and demonstrate concern !
Problems to Solutions
The roadmap
Implied Needs
Explicit Needs
I need help in forecasting sales better Im worried about increasing competition Our customers are having to wait too long- weve lost some! We need to be able to send messages automatically to our sales team Our communications systems arent as flexible as they should be
NEEDS ACROSS FUNCTIONS You can increase the strength of the need
by looking at the clients entire business process to link different functions. Link the needs you uncover and help buyers to understand how needs are connected. Look for ways to link individual problems into an overriding one which affect whole organization.
Are you concerned about increased workload? Problem How has the increased workload affected staff turnover? Implication Have these staff problem led you to lose clients? Problem How have you been handling the staff shortage? Implication
if we could eliminate your seasonal overtime costs? Are you worried about the unreliability or your current system? Has staff shortage caused you to miss important calls? How important is it to double your response time?
Need-payoff
Ask these questions after developing the seriousness of problem through Implication Questions but before describing your solution.
Close
It starts with a C
we believe so deeply. So completely. So fervently in what we are selling that we cant understand why other people dont buy
Cant afford it
Encouraging closure
Put yourself in the other partys shoes Understand what might be preventing him
Encouraging closure
Encouraging closure
Closure
Closure
Or
Or
Closure
Closure
Closure
??
Closure
If...
First make a hypothetical proposal Hypothetical proposals are not commitments Test the issues important to the opposition
They know how to throw their words around to describe their food
Situation In colouful words describe how you would sell the benefit of a trouble free telephone connection to the customer
The attendant has put the fear into the mind of the car owner. The car owner can ignore the attendant but damage the car engine.
What do you recommend he does?
Situation You only have a limited number of connections to offer in this territory Use the fear closing technique to sell him the scheme
This is just to thank you for your courtesy and the trust and confidence that you placed in buying the car from Vivek automobiles yesterday. I very much enjoyed talking to you. I am proud that you are now the owner of a car from our showroom. I am sure that you will be pleased with the performance of the vehicle. I shall be in touch with you in the future to see if I can be of any service to you. If you should need any assistance of any kind please feel free to contact me.
Yours truly, This letter gives assurance to me that I purchased the right car. It also told me that the dealership appreciates my needs and will look after my interests.
You have just made your first sale to your customer What letter post sale would you write to him so that you create a long term relationship.
Other closing techniques The building trust close The Challenge close The Special occasion close The emotional close The opportunity close
Your response !
Look for similarities Wait for the other party to finish
However
Every concession you make is a major loss to you Seek clarification. Paraphrase before your respond Keep the other party guessing
Uncovering needs
Uncover needs. Ask why? Clarify !
Clarify
Restate!
Summarise! Check it out!
Recap it maintains momentum it ensures that you understand it ensures agreement
Trade concessions
Offer the
Cast doubt on the validity of opponents information Test the validity of the opponents claim
Implementation
On reaching the agreement Put it into your report Draw up an action plan Put the plan into effect
Breakdown
The longer the breakdown The more bitter it becomes The harder it is to restore it
Reestablish communication If all else fails. Use a mediator Someone who can think laterally
Are you able to raise the value of the product In the prospects mind?
The minute...
Value equals the price
Or
The more the features describe The more likely the sale ?
No!
Features!
They are the characteristics of your product
They are neutral
to be used restrictively!
Advantages!
Show how your product or service can help the customer
Are more persuasive than features
Benefits!
Show how the product meets an explicit need
It is the final step in the need development process The most powerful of sales behavior
Hi
Features
Hi
Commitment !
No!
Commitment !
Ask for the commitment but only after you have built the value