销售技巧selling skills.ppsx

Parakhiya Vasant Presented,Selling Skills,“HI IMPACT SELLING“,SELLING OR HAGGLING?,Who sells to whom?,Are you selling to the prospect? Is the prospect selling to you? The prospect sells to you that he cant or wont buy Or You sell to him that he can and should buy,This is your Customer ,This is you ,You deal with a customer & This is what can happen,He can make you , feel like this !,Or this !,But ,We all want to , and eat it too !,Have our cheese ,How can you sell to the Customer And,Well ,Still feel happy about it ?,“What is the discount you are offering ?”,“A very special discount for you Sir”,customer !,You !,“Oh Come on ! Your competitor is giving”,“Really? Sir that is out of question”,customer !,You !,“I can buy it right now but I wont accept anything less than ”,“You drive a hard bargain Sir. 50% is too high. I can offer you 25% discount ”,customer !,You !,“40% discount and nothing less”,“Have you noticed our new memory dialing system Sir. I can offer you a maximum of 30% discount. Thats the best I can do”,customer !,You !,Do you feel like this ?,So why then at the end of it all ,It gets hurt !,Our ego ,You took a position,Hurt because,He took a position,Hurt because,Where to hide your face,Furthermore you didnt know ,Where to hide his face,And he didnt know ,Saving face! It bruises the ego !,People lock themselves in!,They defend against attack!,They get committed!,Attention is paid to.,Saving position & saving face,Concerns ,Get thrown out of the window,a contest of will,It become ,This is called ,H,A,G,G,L,I,N,G,Haggling leads to ,a broken relationship,Haggling is not ,selling,Haggling is not ,Negotiating,If you haggle ,This is what you will look like !,If you dont want to haggle ,You must ,If you dont want to get hurt ,Satisfy the need of your organisation ! & Satisfy the need of the Customer !,Sales Troika Balance,Concern for the customer,Concern for the company,Concern for the sale,Strategic advantage threshold,Minimum acceptable threshold,Professional selling skills,Selling skills,You can do this with the ,Programme,The S.P.I.N. Method,Are there special skills that makes someone successful in large sales? Or is selling just selling whether the sale is small or large?,ADVANCED SKILLS,Research,have SPECIAL SKILLS,top salespeople,in LARGE sales,shows that,THE MOST IMPORTANT SET OF SKILLS THAT THESE PEOPLE HAVE IN COMMON ARE S P I N SKILLS,NOW WRITE DOWN FIVE TYPICAL QUESTIONS YOU MIGHT ASK ON A SALES CALL,HOW MANY WERE FACTUAL? e.g. How many calls do you get per day? HOW MANY ABOUT PROBLEMS DESIRES e.g. What effect might that have on your customer response time?,S.P.I.N.,S ituation ?,P roblem ?,I mplication ?,N eed payoff ?,QUESTIONS,Write 5 typical “Situational Questions”,Situation,QUESTIONS,How many people work here? SUCCESSFUL SALESPEOPLE ASK THEM ECONOMICALLY. THEY DO THEIR HOMEWORK THE MORE SENIOR THE BUYER THE LESS THEY LIKE ANSWERING FACTUAL QUESTIONS,Situation,QUESTIONS,IMPACT: Least powerful of the SPIN questions. Can be negative. Most people ask too many. SO ELIMINATE UNNECESSARY QUESTIONS DO YOU HOMEWORK THOROUGHLY,Write 5 typical “Problem Questions”,Problem,QUESTIONS,What prevents you from achieving that objective? A PRODUCT IS SOMETHING WHICH SOLVES A PROBLEM A TRANSPORT PROBLEM OR AN EGO PROBLEM THINK OF FIVE PROBLEMS THAT YOUR PRODUCT SOLVES,Problem,QUESTIONS,IMPACT: More powerful than Situation Questions. People ask more as they become more experienced. THINK OF YOUR PRODUCTS IN TERMS OF THE THE PROBLEMS THEY SOLVE FOR BUYERS- NOT THEIR FEATURES.,Write 5 typical “Implication Questions”,Implication,QUESTIONS,PROBLEMS PROBLEMS PROBLEMS PROBLEMS PROBLEMS,BUYER,. . . but what are the implications?,Implication,QUESTIONS,?,INEXPERIENCED SELLER,Implication,QUESTIONS,Solution,Solution,Solution,Solution,Many experienced sellers link solutions to problems too soon,Implied needs are a statement of wants and desires?,No?,A customer with a large problem is ready to accept a solution?,No?,One may have a ,Problem. Difficulty. Dissatisfaction,But the buyer must be ready to perceive that he has the 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,YOU HAVE BUYER THINKS SOLUTION NOT WORTH COST,Our design software allows you make design revisions much faster,IMPLICATIONS New products slow to market Higher design costs Lose best designers,POSSIBLE IMPLICATION QUESTIONS,What will you do if your telephone lines are down for 72 hours? If you receive a long distance call and cannot hear clearly then how do you feel? How do you feel if you have to make ten complaints to rectify your phone and after that to bribe the linesmen to make it happen?,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,Write 5 typical “Need pay-off Questions”,Need-payoff,QUESTIONS,How much business would you loose if your phone did not work for 24 hours? UNLIKE THE OTHER 3 THEY FOCUS ON SOLUTIONS. THEY GET THE BUYER TO TELL YOU ABOUT THE BENEFIT YOUR SOLUTION OFFERS YOUR FINAL PRESENTATION CAN BE FOCUSSED ON ACKNOWLEDGED NEEDS,Need-payoff,QUESTIONS,IMPACT: Constructive questions always used by top sales people and have positive affect on buyer. BUYER SHOULD DO THE TALKING AND BE ALLOWED TO CONVINCE HIMSELVE,THE SPIN PROCESS,WHAT IS YOUR G:S RATIO?,SEEKING IS MORE PERSUASIVE THAN GIVING. SEEKING MEANS ASKING QUESTIONS GETTING TO KNOW YOUR CUSTOMER “NEEDS” UNDERSTANDING CUSTOMER “PROBLEMS” UNDERSTANDING HOW YOU CAN SOLVE HIS PROBLEMS” UNDERSTAND HOW YOU CAN “BENEFIT HIS NEEDS”,Preliminaries,?,Demonstrating Capability,Obtaining Commitment,Which stage is missing?,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,The objective is to Move Implied Needs into Explicit Needs,HOW?,Grow that need!,NEED,NEED,NEED,NEED,NEED,NEED,A strong need, your solution will have impact!,It begins in the form of Problems, difficulties or dissatisfactions. These are Implied Needs.,Clear, Strong,Wants and Desires,When needs have developed into Wants or Desires we call them Explicit Needs.,Needs Need to Outweigh c o s t s!,Buy,Dont Buy,Explicit Need,Explicit Need,Explicit Need,Perceived value Buyer,Hassle,Risks,Hidden Extras,Cost,The cost of the solution,CONTINUATION & ADVANCE,CONTINUATION OR ADVANCE?,I liked your presentation. Lets meet again sometime and discuss further. I cannot make this decision, but Ill arrange for you to meet our Operations Manager. We would have to see the system in action. Can you arrange a demonstration?,A customer states a problem You can solve it! Should you immediately offer your solution?,No !,Implied needs!,Implication questions demonstrates Concern on the effect that the problem is having Understanding of the issues and their consequences,The timing,Situation Qs. first Establish the key facts,Problem Qs. next Uncover the implied needs,Implied Qs. last Develop and extend implied needs,Ensure your solution has maximum impact !,Implication Qs. They.,Build credibility and demonstrate concern !,Hold back !,When you uncover an implied need,Develop it ! Offer your solution only at the very last !,Need payoff Qs.,Qs. which probe for Explicit Needs shifts attentions from Problems to Solutions,It tells you the value of the benefit,PUTTING SPIN INTO PRACTICE,TWO KEY FACTORS PLANNING Thinking through your SPIN questions and advances and putting them into a call plan PARADIGM SHIFT- Shifting your perspective away from product and towards problem solving e.g. Xerox Corp.,Situation Questions,Problem Questions,Implication Questions,Need-payoff Questions,BENEFITS,Implied Needs,Explicit Needs,The roadmap ,IMPLIED OR 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,Explicit Implied Implied Explicit Implied,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.,PROBLEM OR IMPLICATION QUESTIONS?,Are you concerned about increased workload? How has the increased workload affected staff turnover? Have these staff problem led you to lose clients? How have you been handling the staff shortage?,Problem Implication Problem Implication,WHAT GOES INTO GOOD IMPLICATION QUESTIONS?,Planning- they do not flow automatically so dont wing it! Business knowledge- You have understand why a problem might be important to the buyer and what the business issue are Application knowledge- You must able to make the link between your product and their problems to be able to select the right Implied Needs Divert the buyers attention from problems you can solve from problems you cant solve Timing. Always before introducing solution to Explicit Need.,NEED- PAYOFF QUESTIONS,They probe the Explicit Needs Reduce objections because cause buyer to explain solution Move discussion forward towards action and commitment,NEED-PAYOFF QUESTIONS?,How much would you save annually if we could eliminate your seasonal overtime costs? Are you worries 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 Problem Implication Need-payoff,BE AN I.C.E. MAN (OR MAIDEN)!,Ask these questions after developing the seriousness of problem through Implication Questions but before describing your solution.,Roleplay, videotaping & feedback,Understand the value of closing the sale Learn it !,CLOSING TECHNIQUES,“Close” It starts with a “C” C stands for conviction Take C out and you have Lose,The heart of your sales career,Selling is a transference of feeling,In order to transfer feeling You got to have the feeling,Believers are closers !,The “believers” close, we believe so deeply. So completely. So fervently in what we are selling that we cant understand why other people dont buy,A belief base needs to be,Tied directly to the heart The shortest route is from the heart into the customers pocket,Closers own what they sell,The critical step is the step of honesty Your total conviction, your belief that it is truly the best buy,Cant afford it,Unless you own it you cant sell it Own a 747? Well not exactly ! Be loyal to the product. Be loyal to the company,Encouraging closure,Put yourself in the other partys shoes Understand what might be preventing him,Encouraging closure,Emphasise benefits show advantages not previously considered,Encouraging closure,Avoid a win lose situation look for acceptable outcomes,Split the difference!,&, partly yours & partly mine,Closure,Closure,Suggest acceptable alternatives,Closure,Be assertive not aggressive!,Closure,If not satisfied do not sign!,Closure,Does he have full authority?,?,?,Closure,If.,If we came up If I reduce the If I give you First make a hypothetical proposal Hypothetical proposals are not commitments Test the issues important to the opposition,Some closing techniques,The picture close,Been to a 5 star Hotel recently ? Asked for a Green salad ? No ! We dont have that on the menu ! You can however order “A sensuous salad. A painters palate. A colourful array of fresh spinach leaves mingled with ripe red tomatoes. Shredded cucumber topped with onion rings and tossed with their superb white sauce dressing !” Yes Sir ! Hotels are word merchants They know how to throw their words around to describe their food,The picture close Roleplay,Situation In colouful words describe how you would sell the benefit of a trouble free telephone connection to the customer,The fear close,You walk into a petrol station The attendant lifts the hood of the car. He checks the oil “My G-o-d ! You need 3 litres of oil” “ 3 litres?” “Is there no oil in the engine at all ?” The attendant turns around and tells you “The oil in the car is awfully dirty. It will damage your engine. It wont take 5 minutes I can change it for you.” 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?,The fear close Roleplay,Situation You only have a limited number of connections to offer in this territory Use the fear closing technique to sell him the scheme,The post selling close,I recently purchased a car. Less than 72 hours of bringing the car home. This is the letter I received. Dear Mr. Khetarpal, 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.,The post selling close Activity,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,Roleplay, videotaping & feedback,Show confidence!,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 Ask questions. Lots of them Volunteer information sparingly Make counter offers immediately Counter offer with priorities of least importance,Your response !,Table the issues,Bargain the substance,Tabling the issues,We tell you What are we thinking? You tell us What are you thinking?,Our thinking!,Your thinking!,Questions. Ask many many questions,Qs,Uncovering needs,NEED,NEED,NEED,NEED,NEED,NEED,Turn Implicit needs Into Explicit needs,Uncover needs. Ask why? Clarify !,Clarify,Recap it maintains momentum it ensures that you understand it ensures agreement Clarifying behaviour. Use it again and again,Restate! Summarise! Check it out!,Trade concessions,Offer the smallest concession first Judge how much you need to yield,You may not need to go so far,Concede ground only if you receive something in return,I give you.,And you give me.,Each concession is a serious loss to you,Make major concessions on minor issues,Make minor concessions on major issues,Take a long term view,Cast doubt on the validity of opponents information Test the validity of the opponents claim,Power is in the head,Strengthen your position,Strengthen your position,Cast doubt on validity of opponents information,Strengthen your position,Look for errors of logic. Omissions of fact.,Strengthen your position,Dont attack individual personalities specially competitors,Strengthen your position,Show emotions. Convey feelings!,Strengthen your position,Test the validity of the opponents claim,“The price is too high? ” Prospect forgets price but remembers quality Good things are not cheap ! Cheap things are seldom good !,ButYou must still close There is a fear factor Fear of making a mistake Are you the right kind of person Is it the right product? Using the right technique With the right motive Well you have a good chance!,Closing is a learned skill Not a natural one Skill can be acquired Are you willing to make the effort?,Implementation,On reaching the agreement Put it into your report Draw up an action plan Put the plan into effect,Schedule the implementation,Monday,Tuesday,WEDNESDAY,Thursday,Friday,SATurday,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,Action is vital to prevent a situation becoming irretrievable,The value adders ! Show him sales turnover Talk about inventory holdings Talk about working capital Show him the customer pull Tell him about customer loyalty,Are you able to raise the value of the product In the prospects mind? The minute. Value equals the price Value exceed the price You now have. “A hot prospect”,Features/Advantages Benefits,Or,Demonstrate capability,Make a benefit,Obtain commitment,FAB,The more the features describe The more likely the sale ?,No!,Features!,They are the characteristics of your product They are neutral Not very persuasive They create low impact to be used restrictively!,Advantages!,Show how your product or service can help the customer Are more persuasive than features Can have high impact early in the cycle Impact dilutes with the sale progress to be used with caution!,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 To be used only after need has been expressed,Features lead to price concerns Advantages result in objections Benefits receive Support & Agreement,Commitment