Chapter 10 Sales
Closing the Sale
Customer Service After the Sale
Selecting possible solution(s)
Need discovery is more important than any other step in the sales cycle
Plan your questions in sequence to gain information in a logical order
Emphasize 75/25 rule.
Needs discovery phase is when sale is most often lost
More time should be spent in the APPROACH and in discovering NEEDS than in any other steps of the process
Need discovery is the foundation upon which a successful sale is built
Predict beforehand all the possible answers to each question so that you are never left wondering what to do next
Prepare a smooth transition from every possible answer into the next question
2.) To establish the purchase criteria or specifications
3.) To agree on a time frame for completion of negotiations
4.) to gain prospect agreement on the problems before making the presentation
Also: Preplan your questions (customize)
Ask the right questions
Allows prospects to discover their problems for themselves
Determine prospect’s buying criteria
Salesperson as a diagnostician
Become the “doctor of selling”
Questions are easily misunderstood by most people
Don’t ask questions in rapid-fire machine-gun fashion…
Avoid technical language or terms unique to your company or product that might confuse the prospect. Always let them know what you want to accomplish.
Differentiate yourself from your competitors.
Demonstrate empathy for your prospective client.
Help client be aware of his needs & help him come to his own conclusions.
Prompt a prospective customer to recognize the importance of taking action.
Discover how a particular company makes a purchasing decision & who the decision makes are.
Formally state the problem
Confirm with the prospect that agreement on problem has been reached.
Allows the prospect to move in any direction
Cannot be answered with a yes or no
Ordinarily begins with, “How do you feel?”, or “What do you think?”
Stimulates the prospect’s thinking and increases the dialogue
Helps uncover the dominant buying motive
Uncovers the true personality or behavioral style of the prospect
They reveal attitudes that a salesperson must be aware of if the sale is to be closed.
Uncover specific facts
Reduce prospect tension because they are easy to answer
Check understanding and receive feedback
Maintain control by directing the flow of conversation
Cement prospect commitment to a specific position
used as a substitute for telling the prospect something. Question can make a point, because the customer must think and thanking makes a stronger impression than hearing.
SPIN= SITUATION, PROBLEM, IMPLICATION, and NEED PAYOFF
Data gathering questions
Goal is for the client to discover their problems themselves
Clients don’t like being told what their problem is so let them discover it on their selves
These are the language of decision-makers, and if you can talk their language, you’ll influence them.
You have to ask this in larger sales.
Phrasing is critical since you want the prospect to discuss the problem and how it might be improved.
Attach a bottom line figure to this question
-Problem centered questions
These questions get the customer to tell you the benefits that your solution offers
Gets the customer to tell you the benefits that your solution offers
Focus the customer on the solution rather than on the problem
-Solution centered questions
That you understand their concerns
That what they say is important to you
Checks for mutual understanding
Invites the prospect to expand or clarify any point of disagreement
Narrows down generalizations and clears ambiguities
Both beneficial to client and you
That you have been listening
Not to be used for factual information one could acquire from other sources prior to the sales call
Example: Can you describe the problems you experience traveling to each of your PGA Tour events?
Obtain more specific information to fully understand the problem.
Example: Are the travel problems affecting your concentration when you are preparing for an event?
Example: So you think the uncertainty associated with commercial air travel is having some effect on your game?
Focus on specific benefits
Are powerful because they build desire for the solution and give ownership of the solution to the prospect.
Example: With fractional ownership of your own jet, what benefits would this bring to your performance in the 30 events you play in each year?
Achieve this by repeating all or part of the prospect’s last response in the form of a question or by rephrasing the entire idea expressed by the prospect, feeding it back in a slightly different form, and asking for confirmation.
After you pinpoint the problem, you must seek confirmation. Get the prospect to agree by following your summary of the problem with good questions.
When you can get the customer to visualize outcome, you also have them visualizing ownership – otherwise known as “purchase”.
What do you think _____ will say when he sees this?
What are you hoping to achieve?
How will you use this in your business?
How do you envision this will add to your productivity?
How do you believe this will effect your profit?
What would you say is different about your organization today from when you started with the company?
What has been your toughest project recently?
What have been some of your likes & dislikes of vendors in the past?
Can you give me an example of a recent incident in which you had to deal with ________ problem?
What problems are you currently experiencing?
How long have you been experiencing this problem?
On a scale of 1 to 10, how satisfied are you with your current product/vendor/situation?
How does your ideal vendor compare with your existing vendor?
If you could change one thing about your current vendor, what would it be?
-Never bring up the competitions name (say vendor)
What do you hope to accomplish?
If you can achieve this result, what will it mean to you?
What originally led you to this decision?
You mentioned that price, quality & service were three important criteria. What other criteria might be important to you in addition to those three?
When you survey your customers, what criteria do they say are most important to them?
Of the areas we discussed, what might cause you some concern?
We speak at 150 words per minute, but we can listen at up to 600 words per minute
Use this spare thinking time to:
Anticipate where your prospect is going
Mentally summarize the message
Formulate a response
Listen between the lines
Use silence strategically
80% of waking hours is spent communicating, and about half of that listening.
60% of misunderstanding in business are due to poor listening
listening uses only about 25% of our brain. The other 75% either thinks about what to say next or stops listening if the conversation is boring or of no interest
IF you can repeat what you have just heard…you HAVE been listening
YOU show that you are genuinely interested in what they are saying
ah so simple !
Take Notes (divide your notepad into two columns. One side what they said, then on the other side sketch out your proposal, how you can meet those needs)
Reinforce – paraphrase the customers meaning – ask questions to make sure your understand – let the speaker know you are listening
Listen for ideas, do not try to get every word
Focus your full attention – get rid of distractions
Make & maintain eye contact
Think about what the speaker is saying – not what you are going to say next
Do not interrupt
Listen to the words & try to picture what the speaker is saying
Keep your body language neutral
Realize that sometimes just listening is enough
Be attentive yet relaxed
Don’t interrupt & don’t impose your solutions
Wait for the speaker to pause before asking questions
Try to feel what the speaker is feeling
Pay attention to what isn’t said – feelings, facial expressions, gestures, posture & other nonverbal clues