Preapproach and Telephone Techniques Making the Presentation Sales Cycle Framework for Relationship Selling Prospecting Preapproach and Telephone Techniques Service after the Sale 8 STEP SALES CYCLE Closing the Sale The Approach Handling Objections Need Discovery Making the Presentation

Need Discovery and The Sales Cycle Need Discovery is often more important than any other step in the Sales Cycle. Need discovery is the foundation upon which a successful sale is built. Asking questions is called “discovery” because you want prospects to feel they have “discovered” a solution to their needs. People are often unaware of a problem… Until they are asked about it!

Specific Planning of Questions Your questions have 4 Key Objectives: To discover the prospects “hot button” To establish purchase criteria To agree upon a time frame for completion of negotiations To gain agreement on the problem before beginning the actual presentation

Implication questions Need-payoff questions The SPIN® Technique Situation questions Problem questions Implication questions Need-payoff questions

The SPIN® Technique (Neil Rackham) Situation Questions: Data-gathering questions Uncover facts and background only They should be non-threatening and help built an atmosphere of trust Normally closed-ended Problem Questions: Questions that explore needs Helps define the prospect’s needs more explicitly Used to search for areas where your services are needed

The SPIN® Technique Implication Questions: Need-Payoff Questions: Used to build up the seriousness of the problem in the mind of the prospect Phrasing is critical Attach a bottom-line figure to the question Need-Payoff Questions: Questions that get prospects to tell you the benefits your solution offers Helps build the value of your solution Creates a positive problem-solving atmosphere

Common Questioning Techniques Closed-End Questions (Structured alternatives, multiple choice type) 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 Reinforce prospect commitment to a specific position

Common Questioning Techniques Open-End Questions (Identify a topic but do not provide structured alternatives) Allows the prospect to move in any direction Cannot be answered with a simple “yes” or “no” Often begins with, “How do you feel?” or “What do you think?” Stimulates prospect’s thinking and increases the dialogue Helps determine the dominant buying motive (rational or emotional) Uncovers the true personality or behavioral style of the prospect

Classification of Questioning Techniques Amplification Questions Internal Summary Getting Agreement on the problem

Classification of Questioning Techniques Amplification Questions - Designed to encourage prospects to continue providing information and explanations). Examples are: 1. Double-Check Questions A means of giving feedback Involves restating or rephrasing the prospect’s remarks Clarifies your impression of the situation 2. Nonverbal Gestures Use visual cues (nodding head or leaning forward) A slightly raised eyebrow or inquiring look

Amplification Questions (cont.) 3. Use of Silence Indicates to prospect that you do not quite understand Allows you to relax the pace of the interview Gives you time to think before answering Gives prospects a chance to express their feelings 4. Continuation Questions They simply encourage more communication from the prospect Use a few words or phrases to keep the prospect talking Ask more about a topic your have researched about the company or about the company’s history

Classification of Questioning Techniques Internal Summary Questions: Designed to summarize what you understood the prospect to mean and helps them see things from your perspective Repeat or rephrase part of the prospect’s last response Can underscore an important point on which you already agree Getting Agreement: Formally state the problem… and get the prospect to agree Never begin a presentation until a problem has been clearly established

Listening Avoid prejudgment Be patient Take notes Wait until you hear the ENTIRE message before you formulate your response Be patient Don’t interrupt… give them time to complete their answers Take notes The act of writing key words reinforces your understanding

Listening In other words… Use your silence strategically!! Reinforce Anchor in your prospect’s mind the points that are most important to them Capitalize on Speed of Thought We speak at 150 words per minute, but we can listen at up to 600 words per minute All of that spare listening time is valuable Anticipate where your prospect is going Mentally summarize the message Formulate a response Listen between the lines