Essential Selling Skills Part Iv
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- 1. Demonstrating capability FEATURES. A. B FEATURESDefinition:Features are neutral facts, data, information or characteristics ofyour product or servicesExamples:We have 52 offices across 5 continentsThe quotation is valid for one month from date of receiptImpact:Best used in the middle of the saleBest matches buyers demand about detailsWill have a positive impact on technical people
2. Demonstrating capability F. ADVANTAGES.BADVANTAGESDefinition:Advantages show how the service/product helps the customer,simplifies things for the customerExamples:... which means you will not have to worry about quick repair& maintenance... which means you that youll not have to go through thehassles of importing the sparesImpact:Best when used during the beginning and the middleLess effective on the customer as the cycle progresses 3. Demonstrating capability F. A. BENEFITSDefinition:Shows how a service / product meets an explicit need expressed by thecustomerExamples:Which means you will not have to wait & pay for the shipment of sparesIf there is a breakdown our engineers will be able to fix your machinery quicklysaving you costly delays and productivityImpact:Should be used at every opportunityBest used in response to need payoff questions 4. THE 4 STAGES OF A CALLGetting Started Getting StartedPositioning yourself to ask question Positioning yourself to ask questionOpeningOpeningAsking the right question. Asking the right question. InvestigatingIdentifying and understanding the Identifying and understanding theInvestigating buyers needs and concerns buyers needs and concerns DemonstratingDemonstrating Showing how you can help Showing how you can help CapabilityCapabilityF.A.B. F.A.B.Gaining Agreement4. ObtainingASK for the saleCommitmentLeading to the next step/START OF A RELATIONSHIP 5. THE 4 STAGES OF A CALLGetting StartedOpening Opening Getting StartedPositioning yourself to ask question Positioning yourself to ask questionAsking the right question.Asking the right question.Investigating InvestigatingIdentifying and understandingIdentifying and understanding the buyers needs and concerns the buyers needs and concernsSPINDemonstrating DemonstratingShowing how you can help Showing how you can helpCapability Capability F.A.B. F.A.B.Obtaining ObtainingGaining Agreement Gaining AgreementCommitment Commitment ASK for the sale ASK for the saleLeading to the next step Leading to the next step 6. What is SPIN model?1. The Model is based on research of 35,000 sales calls by Huthwaite (Neil Rackham) sponsored by IBM & Xerox2. Currently being successfully used by major companies around the world3. SPIN is a logical framework & not a rigid sequence4. You can use it for your success in selling to corporates3. There is no single correct order of questions every situation demands an approach that is appropriate to that situation. 7. SYNOPSIS OFSPIN QUESTIONS About facts About factsSituation QuestionsSituation QuestionsNeutral Neutral Leaves out sentiment Leaves out sentiment Focuses on the situation Focuses on the situationAbout dissatisfaction and About dissatisfaction andProblem QuestionsProblem Questions difficulties difficultiesTries to bring out concerns Tries to bring out concernsIdentifies Implied need Identifies Implied needIImplicationmplicationAbout consequences and effects of the About consequences and effects of theproblem problemQuestionsQuestions Increases the seriousness of the problem Increases the seriousness of the problemSpins of to effects (implication) on other areas Spins of to effects (implication) on other areasNeed-PayoffNeed-PayoffAbout the solutions and their value About the solutions and their valueQuestionsQuestionsOffer solutions and match explicit need Offer solutions and match explicit need 8. SITUATION QUESTIONS(Sales Executive to Sales Co-coordinator of aCommercial client).Definition: Finding out facts about the clients existing situation.Example:My information tells me that you have considerableBusiness Travel and VFR (traffic to Europe. Since wehave direct flights to Europe can you tell me moreabout it?Impact: Least powerful, can put off the buyer!Advice: Eliminate unnecessary Situation Questions by doingyour research, cold calls and home work in advance. 9. PROBLEM QUESTIONS.Definition: Asking about problems, difficulties or dissatisfactions that your client may be facing in the existing situation.Example:What difficulties do you face in giving prompt andefficient service to your business executive travelingunder short notice?Impact: More powerful than Situation Questions.Experienced Sales Executives ask more of thesequestions as they help to pin point the clients needs.Advice: Think how your product/services can solve yourclients problems not in terms of the characteristicsof your product/services. 10. IMPLICATION QUESTIONSDefinition: Asking about the consequences or effects of your client notaddressing his problems, difficulties or dissatisfactions.Example:What inconveniences your executives face while traveling onbusiness trips due insufficient frequency of other airlines?What would it mean to your executives if they could changetheir travel plans according to the ever changing businessrequirements?Impact: Most powerful of all SPIN questions Successful SalesExecutives ask lots of Implication Questions.Advice: These questions are the hardest to ask as they have to beframed in such a way that the agent feels the impact and extentof lost opportunity. 11. NEED-PAYOFF QUESTIONS.Definition: Asking about the value or usefulness of a proposed solution.Example:How do you think our higher frequency facilitate yourbusiness travel? And what impact would that have onyour business?How could it make your job easier so that you could focuson other important issues?Impact: Top Sales Executives use these questions extensively asthey leave a positive impact on the clients.Advice: Use these questions to get your clients to tell you the benefitsthat your solution has to offer! 12. THINK ABOUT THIS ..."Most People Aim at Nothing in Life, and Hit itwith Amazing Accuracy"Prescription Before Diagnosis is Malpractice. "People Dont Buy Because Theyre Made to Understand, They Buy Because They FeelUnderstood." The sale begins when the customer saysYes"