t he sales process
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T he Sales Process. Adaptive Selling. Adaptive selling entails: Gathering information about each customer Observing customers’ reactions during the sales call Showing agility by making rapid adjustments Tailoring the sales presentation to each customer’s social style . Assertiveness - PowerPoint PPT PresentationTRANSCRIPT
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THE SALES PROCESS
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ADAPTIVE SELLING
Adaptive selling entails: Gathering information about each customer Observing customers’ reactions during the sales
call Showing agility by making rapid adjustments Tailoring the sales presentation to each
customer’s social style
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THE KEY TO UNDERSTANDING SOCIAL STYLES
Assertiveness Competitive Rapid movers Quick decision makers Initiative takers Time sensitive
Responsiveness Friendly Talkative Approachable Less time sensitive Slower decision makers More sensitive to others’
feelings
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SOCIAL STYLES MATRIX
5 |
Amiable“Show concern for me and my problems”• Supportive• Respectful• Willing• Dependable• Personable
Expressive“I like competent, imaginative salespeople”• Personable• Stimulating• Enthusiastic• Dramatic• Inspiring
Driver“Show me bottom line results”
• Determined• Demanding• Thorough• Decisive• Efficient
Analytical“What I need are practical suggestions”• Industrious• Persistent• Serious• Vigilant• Orderly
ASSERTIVENESS
Low
High
HighLow
RESPONSIVENESS
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PERCEIVED RISK
In many sales situations, the most important perception to be dealt with is risk
Salespeople must provide evidence that their solutions will work, reducing perceived risk
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TYPES OF RISK IN PURCHASING DECISIONS
Financial Social Psychological Performance
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STEPS IN THE SALES PROCESS
1. Lead Generation2. Lead qualification3. Needs Identification: SPIN Selling Situation Problem Implication Need Payoff4. Feature/Benefit Presentation5. Marketing Plan and Business Proposal6. Close7. Objection Handling
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LEAD GENERATION
Pre-approach The search for people and organizations that have
a high likelihood of buying Prospecting Identifying and qualifying the specific people who
might have a want or need that the salesperson’s market offerings could satisfy
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THE IMPORTANCE OF PROSPECTING WITH EXISTING CUSTOMERS
Existing customers can switch suppliers if current service is not up to par
Existing customers are being called on by competitive salespeople who are always presenting new information
It is much less expensive to call on existing customers than to find new ones
Existing clients are often the best source of new customers
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PROSPECTING TECHNIQUES
Identification Qualification Three Categories
Internal sources of prospects Prospects found by market intelligence Prospects generated by specific actions
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DEVELOPING A LEAD GENERATION PROGRAM
Market segmentation Lead generation Direct-mail Telephone selling Personal visits Buying customer lists Using EAGLES
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TURNING SUSPECTS INTO BONA FIDE PROSPECTS
Identify MAD Customers Money to Buy Authority to Buy Desire to Buy
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FIRST IMPRESSION
You have only one chance to make a favorable first impression Your looks Your actions Your manner of speaking
Salespeople must be conscious of the communication signals they are sending Visual Vocal Verbal/Non-verbal Three V’s
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COURTESY AND COMMON SENSE
Ask permission to sit Never clutter the prospect’s desk or floor
without asking his/her permission Watch the tone of your voice Always be courteous but not overly friendly or
pushy Never be presumptuous
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OPENING THE PRESENTATION
What makes some salespeople standout?
The best sales professionals know: How to emphasize benefits in their presentations That the most effective presentations must start and
finish with the prospect’s needs and wants as the focus
A key question for salespeople as they endeavor to maintain their competitive position is to ask, “What could make the customer more delighted?”
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PLANNING PRESENTATION OPENERS
Openers are introductions All sales presentations need effective and brief
introductions Salespeople must, in the opener, introduce themselves,
the company, and the reason for calling on the prospect
Show the prospect that you are aware of his/her situation and that you have a product that can help
An effective opening statement is essential to get the prospect’s attention
Salespeople sometimes find that a minute or two of friendly conversation relaxes prospects and makes for an effective opening strategy (rapport building)
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PROSPECT BENEFITS
Selling benefits is what the sales presentation is all about
To use a benefit opener effectively You must learn as much about the prospect as
possible You must know that the prospect can benefit from
your product in the way you describe
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OTHER TYPES OF OPENERS
Benefits Third Party referral (AKA- Name dropping) Sincere compliment
Which will be best for the different social styles?
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TRIAL CLOSING
Trial closing is a process that helps you find out where a person is in the commitment to buy
The goal of the questions is to receive a 'Yes' commitment to move forward in the sale
The easiest way to formulate a trial close question is by using an 'If/Then' scenario
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STEPS IN THE SALES PROCESS
1. Lead Generation2. Lead qualification3. Needs Identification: SPIN Selling Situation Problem Implication Need Payoff4. Feature/Benefit Presentation5. Marketing Plan and Business Proposal6. Close7. Objection Handling
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THE SPIN QUESTIONING STRATEGY
Situation Questions• Achieve fact-finding objectives• Have low selling impact• Useful at focus of receptivity
Problem Questions• Achieve uncovering satisfaction
objectives• Have moderate selling impact• Useful at focus of dissatisfaction
Implication Questions• Achieve objectives of developing and
channeling dissatisfaction• Have high selling impact• Useful at focus of dissatisfaction and
focus of powerNeed-payoff Questions
• Achieve objectives of rehearsing and selectively channeling customer attention
• Have high selling impact• Useful at focus of dissatisfaction and focus of power
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RESPONDING TO TOUGH QUESTIONS
When your prospect asks you tough questions at this stage, you should: Restate the question Ask
“What do you think?” “What makes you ask?”
Start with a general reply Don’t fake it
You must listen to be able to respond!
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EFFECTIVE LISTENING
Effective listening consists of three discrete stages in the listening process:1. Sensing
The actual receipt of messages2. Processing
Activities that occur in the mind of the listener3. Responding
Acknowledgement of the receipt of the message
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STEPS IN THE SALES PROCESS
1. Lead Generation2. Lead qualification3. Needs Identification: SPIN Selling Situation Problem Implication Need Payoff4. Feature/Benefit Presentation5. Marketing Plan and Business Proposal6. Close7. Objection Handling
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SOLUTION SELLING
Solution selling is the stage at which the salesperson Assumes a knowledgeable role Begins to earn the right to be an advisor to the
prospect Customizes her presentation of product features
and benefits to the prospect’s specific needs and wants
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V = Q/PThe value of a delivered product or service increases as the quality of that product/service increases or the price of that product/service declines
V = Value, Q = Quality, and P = Price
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VALUE-ADDED SELLING ATTITUDES
Pursue excellence Define value in customer terms Seek ways to add value, not cost Sell to the customer’s needs, not against the
competition’s package Seek ways to deliver proactive value-added service Value-added selling is a team effort Responsiveness to the customer is at the heart of
value-added selling
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SELL BENEFITS NOT FEATURES
Deal only in facts Sell the prospect results What the product will do--not what it is!
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CHECK THEPROSPECT’S TEMPERATURE
Trial closing is like taking the temperature of the buyer’s interest
The temperature question or “trial close” is not a closing question The salesperson is not asking for a decision to buy
Avoid asking closed-ended questions
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YOUR MISSION
Ask as many open-ended questions as possible Who What When Where How Why
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STEPS IN THE SALES PROCESS
1. Lead Generation2. Lead qualification3. Needs Identification: SPIN Selling Situation Problem Implication Need Payoff4. Feature/Benefit Presentation5. Marketing Plan and Business Proposal6. Close7. Objection Handling
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MARKETING PLAN
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BUSINESS PROPOSAL
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GAINING CONVICTION
To successfully perform the conviction step the salesperson should be sure to: Explain what the product or service is and how
it works Explain the facts and features and their related
benefits Establish the prospect's belief in the
salesperson by presenting evidence Explain any related information that the
prospect would like to know
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TRIAL CLOSE
After answering all the prospect's questions and concerns, it is time to trial close again
The salesperson can ask the prospect any of the following questions: “What do you think?" "How does all of this sound?" "How do you feel about what I’ve said so far?"
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OUTCOMES OF A PRESENTATION
Regardless of the outcome of any one sales presentation, there is more work to be done A prospect buys and becomes a customer A customer buys again (rebuy situation) A customer or prospect makes no purchase but
requests additional information A prospect expresses no interest in working with
the salesperson's company
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STEPS IN THE SALES PROCESS
1. Lead Generation2. Lead qualification3. Needs Identification: SPIN Selling Situation Problem Implication Need Payoff4. Feature/Benefit Presentation5. Marketing Plan and Business Proposal6. Close7. Objection Handling
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HANDLING OBJECTIONS
Effective salespeople are able to: Anticipate objections Answer them with confidence Probe for more concerns Quickly get back to motivating the
prospect/customer to make a decision in favor of purchasing
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VALUE IMPROVEMENTS
Value improvements can be anything that will help prospects see that their overall situation can be improved through the purchase of a product or service
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OVERCOMING OBJECTIONS
The salesperson’s formula for handling objections has five parts:1. Listen very carefully to the prospect's objection2. Clarify the concern3. Cushion the objection4. Classify the objection to determine when and
how to answer it5. Answer the objection with concern, conviction,
and enthusiasm
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CLASSIC OBJECTION-HANDLING TECHNIQUES
Forestall the objection Compensate Feel, felt, found
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STEPS IN THE SALES PROCESS
1. Lead Generation2. Lead qualification3. Needs Identification: SPIN Selling Situation Problem Implication Need Payoff4. Feature/Benefit Presentation5. Marketing Plan and Business Proposal6. Close7. Objection Handling
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EMPLOYING CLOSING TECHNIQUES
Why should salespeople employ closing techniques? Many prospects find it difficult to make decisions Prospects want to make the right decisions, but
complete certainty in buying never exists Many prospects will postpone decisions if salespeople
let them After a sales presentation, prospects often feel
confused and hesitant The salesperson’s goal is to
explain/demonstrate how the benefits of the product or service outweigh the risks associated with buying
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TRADITIONAL CLOSING TECHNIQUES
Assumptive Close Summarizing the Benefits Reserving an Advantage Single Benefit Close Similar Situation Close Price Reduction Close Asking for a Trial Order
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IF A SALE IS MADE
Before leaving a customer who has agreed to a sale: Show appreciation for the customer's business, but
do not gloat Reassure the customer that the decision is a good
one Solicit sales leads Complete all necessary paperwork, and finalize the
details Be sure to leave with a good understanding of the
customer's expectations
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IF A SALE IS NOT MADE
When a sale is not made, the salesperson still has duties to perform: Duties to the customer Duties to the sales organization