chap009 - selling

8/13/2019 Chap009 - Selling

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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presentingyour solution

Sellingto a group

Terminology

Some questions answered inome questions answered inChapter 9Chapter 9

How should the salesperson make the initial

approach to make a good impression and gain the

prospects attention?

How can the salesperson develop rapport and

increase source credibility?

Why is discovering the prospects needs important,

and how can a salesperson get this information?How can the salesperson most effectively relate the

product or service features to the prospects needs?

Why is it important for the salesperson to makeadjustments during the call?

How does the salesperson recognize that

adjustments are needed?

How can a salesperson effectively sell to groups?

fEl t th l ll


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Elements of the sales callElements o the sales callcovered in this chaptercovered in this chapter

Adjusting Outcomes

Exhibi t 9.1

Assessing the

buyers reactionsand making

adjustments

Credibilityand trust

Making a good

impression

Identifying or

reiteratingneeds

Offering thesolution to the

buyers needs.


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Making the Sales CallMaking the Sales CallMaking the Sales Call

Th b i kill fTh b i kill


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

The basic skills ofThe basic skills oneed satisfaction sellingneed satisfaction selling


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Making a good impression

Impression management

The first 4 seconds.

Arrival on time.

Waiting for the prospect:

Treating the receptionist or

the secretary.Waiting period, how long?

What could you do during

waiting?

The entrance.

The first two minutes.The place of the interview.


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Very first impression

Smile.Prospects name.

Rules of 12 in business etiquette:-

The first 12 words.

The first 12 footsteps.

The 12 inches from shoulders.

R bR b b lb l


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Remember,Remember, nonverbalsnonverbalsaffect your impression!affect your impression!

Wh h ki h dWh h ki h d


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

When shaking hands,When shaking hands,who should offer their hand first?who should offer their hand first?

1. The prospect2. The salesperson


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

LetLet s shake hands!s shake hands!


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Handshaking

Male / female.

Too hard, too soft, too

long, not too long.

Culture difference;

Chinese

Arabian

Mexican

German


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

The appropriate stance

Feet

Shoulders and

arms

Angle

Distance


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Selecting a seat

Asking permission!!!

The right time

The right seat

Customers social style (amiable,

analytical, driver, expressive)


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

The approachThe approach

The first time

salespersonmakes contact

Sometimes called the

most important 30

seconds in selling

Must establish rapport

and gain prospect

attention


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Why worry about the approach?Why worry about the approach?

I dont know who you are.I dont know your company.

I dont know your companysproduct.

I dont know what yourcompany stands for.

I dont know your companyscustomers.

I dont know your companys

reputation.

Why should Itrust youenough to tell you about

my problems?

Assume you are selling a calculator to aAssume you are selling a calculator to a


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Assume you are selling a calculator to aAssume you are selling a calculator to aclassmate. Write an example of eachclassmate. Write an example of each

Referral Approach: Mr. Joyner, thank you for seeingme. Im here at the suggestion of Ms. Allen of Brock

Controls.Benefit Approach: Mr. Joyner, I would like to tellyou about a copier that can reduce your copying costsby 15%.

Product Approach: Mr. Joyner, how would you liketo have this credenza in your office?

Compliment Approach: Mr. Joyner, I see youreusing a Palm PDA. Its great proof of your commitmentto technology.

Question Approach: Mr. Joyner, what is yourreaction to the brochure I sent you about Mc Macs new

services?

E l i hE l ti h


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Evaluating approachesEvaluating approaches

Which of the methods seemedmore natural to you?

Were there any methods you did

not like or strongly objected to

using?

As a buyer, which methods weremost helpful and appropriate for

you?

Referral approach

Benefit approach

Product approach

Compliment approachQuestion approach

Would this be a good wayWould this be a good way


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Would this be a good wayWould this be a good wayto develop rapport?to develop rapport?

Telling jokes related toethnic origin, religious

preference, or national

heritage?

Asking the prospect

their views on gun

control or abortion?

Discussing your views

on the current state ofthe economy?

Talking about what

interests you?

Ch tCh t

S h d i ll t lk?S h d i ll t lk?


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

So how do you engage in small talk?So how do you engage in small talk?

Performoffice scanning: look around the prospects

environment for relevant topics to talk about.

This way, you will talk about things that interest the

prospect rather than things that interest you.

Ch tCh t

E l f ll t lkE l f ll t lk


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Examples of small talkExamples of small talk

ChapterChapter

Wh thiWh thi


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

When things go wrongWhen things go wrong

Making and maintaining a

good impression is

important.Murphy may visit you.

What you would do when

something goes wrong?

Never loose control.

Maintain sense of humour.

Sincere apology

ChapterChapter

Setting an agendaSetting an agenda


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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology


Many salespeople findit helpful to spend a

moment setting an

agenda for the meeting.

It helps to establish that

the salesperson and

prospect will be

working together touncover needs and

explore solutions.

ChapterChapter



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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology


ChapterChapter



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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology


If you were setting

an agenda for your

first meeting with anew customer, what

might you want to

say?

ChapterChapter



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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology


ChapterChapter



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ChapterChapter99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology


Thus, in setting an agenda,you want to do three things:

You propose an agenda,

You make sure thecustomer understands

the value of the agenda,

and

You get the customersinput and acceptance

before moving on.

ChapterChapter

Finding the need behind the needFinding the need behind the need


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Chapterp99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

Finding the need behind the needFinding the need behind the need

Exhibi t 9.2

Need Behind the Need

Because our competition is gaining onus and we need to be more responsivethan they are.

More strategic

need behind

the need

Need Behind the Need

Because we need to improveour sales performance.

Need

We need to equip our salesforce with laptop computers.

Initial need expressed

ChapterChapter

ProbingProbing


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pp99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

ProbingProbing

ChapterChapter

Using open and closed questionsUsing open and closed questionst di d


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pp99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

g p qg p qto discover needsto discover needs

Have you ever done businesswith our bank before? [closed]

No, our firm has always usedFirst of America bank.

I assume, then, that your

checking account is currentlywith First of America? [closed]

Yes.

If you could design an ideal

checking account for your

business, what would it looklike? [open]

Well, it would pay interest on

all idle money, have no service

charges, and supply a goodstatement.

When you say good

statement, what exactly do

you mean? [open]

It should come to us once a

month, be easy to follow, and

help us reconcile our books

quickly.

Anything else in an ideal

checking account? [open]

No, I guess thats about it.

From Exhibi t 9.3

ChapterChapter

How selling styleHow selling stylel di i dl t t di i d


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Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

g yg yrelates to discovering needsrelates to discovering needs

Aggressive selling style

Believe they are the best judge of the

customers needs.

Assertive selling style

Probe for need-related information that

the customer may not have volunteered.

Submissive selling style

Accept the customers

definition of needs.

Adapted from Exhibit 12.2

ChapterChapter9

Reiterating needs


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99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

Reiterating needs

NeedsIdentified from pre call gathered information.

Identified from previous phone conversation.

Identified from last call.

Reiterate the needs early in the sales call.

Additional considerations:

a. How many questions can a salesperson ask

to discover needs?

b. Trust - building strategy.Developing a strategy based on the needs

identified;

The best procedure, the best product orservice & the maximum profitability

ChapterChapter99

Indifferent customersIndifferent customers


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Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

Indifferent customersIndifferent customers

Some customers are

indifferent to what you are

selling. They may see noneed for the type of

product or service you

sell, or they may be

satisfied with the product

or service they are using

now.

Your challenge is to help

them see their situation in

a new and different way.

ChapterChapter99

Recap: dealing with indifferenceRecap: dealing with indifference


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Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

Recap: dealing with indifferenceRecap: dealing with indifference

To help the prospect see

their situation in a new and

different way, you ask

questions to discoverunrealized needs for your

product or service:

You look to uncover

problems your product

or service can solve, or

To uncover

dissatisfactions your

product or service can

alleviate.

ChapterChapter99

SPINSPIN techniquetechnique


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99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology


When can you use SPIN technique?

Either when there is a major sale forthe salesperson

Or in identifying a problem area for

the prospectOne crit ical advantage of the SPIN

technique is that the prospect

defines the need and the prospectviews the salesperson as a

consultant.

ChapterChapter99



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99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology


Which of the following is the best

example of a situation question?

1. What happened when you saw

your friend cheating on the exam?

2. If I could show you a copy of thenext exam, would you be

interested?

3. Is your current grade in this

course satisfactory to you?

4. How much time do you spend

reading the chapters in our

textbook?

ChapterChapter99

The SPINThe PIN technique:technique:Situation questionsSituation questions


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99

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

Situation questionsSituation questions

These are general data-gathering

questions designed to help you find

out some basic information.

Prospects quickly become bored if

they hear too many of them.Examples:

What is your position?

How many people do you employ?Try to gather this kind of information

before the sales call.

ChapterChapter99

The SPINThe PIN technique:technique:Problem questionsProblem questions


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Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

Problem questionsProblem questions

These are questions about specificdifficulties, problems, or dissatisfactions.

These questions help to identifyopportunities areas that the salespersoncan probe for further understanding.

Examples:

Is your current machine difficult to repair?

Have you experienced any difficulties with theoverall quality of your forklifts?

Do your operators ever complain that the noise

level is too high?

ChapterChapter99

Implication questions areImplication questions aredesigned to get the customer to thinkdesigned to get the customer to think


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Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

designed to get the customer to think.designed to get the customer to think.

ChapterChapter99

The SPINThe PIN technique:technique:Implication questionsImplication questions


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Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

Implication questionsImplication questions

These questions are asked only after adissatisfaction has been identified.

They are designed to help the prospect thinkabout the ramifications of problems.

They help the buyer realize that the costs of

doing nothing outweigh the cost of thesolution.

Examples:

What happens if you ship your customer aproduct that doesnt meet specs?

What does that do to your price as compared to

your competitors?

ChapterChapter99

Implication questionsImplication questionshelp reveal consequenceshelp reveal consequences


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9

Questionsanswered

Chapteroverview

Making animpression

Theapproach

Setting anagenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

help reveal consequences.help reveal consequences.

ChapterChapter99

The SPINThe PIN technique:technique:Need payoff questionsNeed payoff questions


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Chapteroverview

Making animpression

Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

Need payoff questionsNeed payoff questions

When salespeople ask questions about theusefulness of solving a problem, they are

asking need payoff questions.Examples:

If I can show you a way to eliminate paying

overtime for your operators and thereforereduce your costs, would you be interested?

So if I understand you correctly, a fasterstamping process is important to you?

If the buyer responds negatively to a needpayoff question, the salesperson has not

identified a serious need.

ChapterChapter99

Developing a strategyDeveloping a strategyfor the presentationfor the presentation


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Chapteroverview

Making animpression

Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

for the presentationfor the presentation

Based on the needs identified, thesalesperson should develop a

strategy for how to best

proceed to meet those needs.

Consider:

Selecting appropriate product optionsDetermining optimal payment terms

Service levels to suggest

Presenting the features and benefitsin the language best suited for the

buyers social style.

ChapterChapter99

Always probe before presenting aAlways probe before presenting asolutionsolution


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Chapteroverview

Making animpression

Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

solutionsolution

ChapterChapter99

Features and benefitsFeatures and benefits


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Chapteroverview

Making animpression

Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

A feature is a quality

or characteristic of

the product orservice.

A benefit is the way

in which a specificfeature will help a

particular buyer. A

benefit helps the

buyer more directly

answer the

question, Whats in

it for me?

ChapterChapter99

Features and benefitsFeatures and benefits


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Chapteroverview

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agenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

ChapterChapter99

Relating features to benefits


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Chapteroverview

Making animpression

Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting

your solution

Sellingto a group

Terminology

FB

Features / Benefits

FAB

Features / Advantages / Benefits

FEBA

Features / Evidence / Benefits / Agreement

ChapterChapter99

Recap of how to present a solutionRecap of how to present a solution


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Chapteroverview

Making animpression

Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting

your solutionSelling

to a group

Terminology

Acknowledge theprospects need,

showing that you

understand and respectthe prospects point of

view.

Describe relevantfeatures and benefits.

Remember, it is the

benefit that answers theprospects unspoken

question, How does that

help me and my

company?

ChapterChapter99

What are the benefits ofWhat are the benefits ofMarmot sleeping bags to the consumer?Marmot sleeping bags to the consumer?


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SPINtechnique

Presenting


to a group

Terminology

p g gp g g

GORE-TEX outer shell Keeps you warm and dry in adverseweather because GORE-TEX is

waterproof, windproof, andbreathable.

Contoured, sculpted hood

with drawstring

Helps keep you warm and drybecause your head is inside the bag

and yet your breath vapor escapesoutside the bag.

Machine washable and

dryable

Since it can be cleaned

inexpensively, it will save youmoney.

Silicone-dipped zipper Prevents icing, which means youwill be able to open it easily, even inthe coldest conditions.

FEATURE BENEFIT

ChapterChapter99

Be careful when talking aboutBe care ul when talking aboutfeatures!features!


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Chapteroverview

Making animpression

Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting


to a group

Terminology

features!ea u es

ChapterChapter99

What are the benefits to the resellerWhat are the benefits to the resellerofof JelloJello Fruit Bowls?Fruit Bowls?


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Discoveringneeds

SPINtechnique

Presenting


to a group

Terminology

From Exhibi t 9.7

Test marketed for 3

years

Because of this research, you are

assured of a successful product

and effective promotion; thus,your risk is greatly reduced.

$10 million in consumeradvertising will be spent

in the next 18 months

Consumers will come to yourstore looking for the product.

40 coupon with front

positioning in the

national Sunday insert

section

Consumers will want to take

advantage of the coupon and willbe looking in your freezer for the

product.

FEATURE BENEFIT

ChapterChapter99

How do you know if the buyerHow do you know if the buyeraccepts the benefits youaccepts the benefits youve suggested?ve suggested?


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Chapteroverview

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agenda

Discoveringneeds

SPINtechnique

Presenting


to a group

Terminology

ChapterChapter99

Q ti

Assessing reactions


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Chapteroverview

Making animpression

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Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting


to a group

Terminology

1. Using non verbal cues- Positive signals.

- Mixed signals.

- Negative signals.

2. Verbal probing- Trial close

- Selective perception

3. Making adjustments

- Establish credibility.

- New sales strategy.

ChapterChapter99

Questions

For a partnership to develop,For a partnership to develop,credibility must be builtcredibility must be built


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Chapteroverview

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Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting


to a group

Terminology

yy

List some things you

could do to enhance

credibility during theearly phases of a sales

call.

ChapterChapter99

Questions

Building credibility during the sales callBuilding credibility during the sales call


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Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting


to a group

Terminology

Credibility

1. Presentation time.2. Concrete evidence.

3. Balanced presentation.

4. Product expertise.

ChapterChapter99

Questions

What do you doWhat do you doif you are selling to a group?if you are selling to a group?


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Setting an

agenda

Discoveringneeds

SPINtechnique

Presenting


to a group

Terminology

y g g p

Gather information about the needs and concerns ofeach member of the group.

Discover the ego involvement and issue involvement

of each group member.

Develop an objective for what is to be accomplished

with each prospect present at the meeting.

Listen carefully and observe nonverbal cues.

ChapterChapter99

Questions

Any questions about theAny questions about theterminology?terminology?


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Chapteroverview

Making animpression

Theapproach

Setting an

agenda

Discoveringneeds

SPINtechnique


Sellingto a group

Terminology

Advantages

Approach

Balanced presentation

Benefit

Benefit approach

Closed questions

Compliment approach

Credibility

Ego-involved

FAB

Feature

FEBAHalo effect

Implication questions

Impression management

Introduction approach

Issue-involved

Major sale

Need payoff questions

Office scanning

Open questions

Problem questions

Product approach

Question approach

Rapport

Referral approach

Selective perception

Situation questionsSmall talk

SPIN

Trial close

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