Presents

Advanced Listening and Probing Skills

Course Objectives  Understand Implied vs. Explicit Needs  Understand the Listening Process  Use SPIN and Dialogue Questions  Develop Art of Asking Good Questions

What is the difference between hearing and listening?

Implied or Explicit Need A problem A clear problem and a desire for change

Implied or Explicit Need Write down examples you have heard of both

 Why don’t implied needs predict success in larger sales?  How do we uncover explicit needs?  How do we tell the difference between implied and explicit needs  What is the value Equation?

The Listening Process

Hearing Attention Understanding Responding Remembering The Listening Process

Why don’t prospects share informa tion with us ?  Problems  Sensitive Information  No Trust  Do Not Believe You Can Help  Negotiations

1. 1.Emotional connection 2. 2.Validate or boost self esteem 3. 3.To be understood 4. 4.Trust is established 5. 5.Get the right kind of help How are prospects needs fulfilled when you listen?

People buy emotionally and justify it with logic.

Hearing techniques 1.Be in close proximity to speaker 2.Minimize distractions 3.Move to a quiet location 4.Focus on what speaker is saying Step 1: Hearing

Common Distractions to hearing 1.Lack of interest 2.Negative attitude 3.Thinking about what you will say next 4.External distractions 5.Internal distractions 6.Prejudice or bias Step 1: Hearing

Step 2: Attending Three determining factors: 1.Selectivity of attention 2.Strength of attention 3.Sustainment of attention

Step 2: Attending Attending Techniques 1.Get ready mentally and physically 2.Adjust to the listening goal 3.Don’t interrupt

Step 3: Understanding Verbal symbol barriers 1.Same words 2.Different words

Step 3: Understanding Nonverbal symbol barriers 1.Misinterpretation of action 2.Misinterpretation of non action 3.Misinterpretation of voice

Step 3: Understanding Techniques to understanding 1.Ask clarifying questions 2.Watch nonverbal cues 3.Weigh the evidence 4.Sort fact from opinion 5.Set aside prejudice or bias

Step 4: Responding Types of responses 1. 1.Direct verbal response 2. 2.Response that seeks clarification 3. 3.Response that paraphrases 4. 4.Non verbal response

Step 5: Remembering Techniques for remembering 1. 1.Take someone with you 2. 2.Take notes 3. 3.Paraphrase

Listening controls the Sale   Average Speech is 125 WPM   Average Listening is 600 WPM   Good questions position you to listen   Questions Transfer Energy

Listening controls the Sale Dialogue Close ended Open-ended Yes/No SPIN

Probing Questions Objectives Problems Needs and Wants Decision Process Budget and Timing Competition

Dialogue Questions 1. 1.Observation 2. 2.Compare or Contrast 3. 3.Opinion Request Three parts to the construction

Dialogue Questions 1. 1.Observation 2. 2.Compare or Contrast 3. 3.Opinion Request

Dialogue Questions 1. 1.The decision making process 2. 2.Budget 3. 3.Competition Construct 3 Dialogue Questions for:

SPIN Selling Is… Structured method of selling that is based upon the observation of over 35,000 actual sales calls in progress. It is the most highly tested method used in complex sales today.

You Should Not  Use Leading Questions  Manipulate  Grill  Prove Client Wrong  Box Client Into Corner

You Should  Cultivate a Genuine Desire to Listen  Ask Strategic Questions  Prepare Notes Beforehand  Communicate a Desire to Help  Do What You Promised!

SPIN Selling S ituation P roblem I mplication N eed Payoff

SITUATION Questions Collect facts Get a “lay of the land” Only ask 2-3 Research before you go

Assignment Write 3 Situation Questions based on Case Study Write 1 Dialogue Question based on Case Study

Situation Comfortable Seller Irritating Unnecessary Research Fail Used more Fill in the Blanks

Problem Questions Probe for : Problems Difficulties Dissatisfactions

Problem Questions Power Words Obstacles Problems Difficulties Dissatisfaction Road blocks Issues Concerns

What problems do you solve?

Circle the good Problem Questions “You can tell whether a man is clever by his answers. You can tell a man is wise by his questions.” Naguib Mahfouz

Write 3 ProblemQuestions based on Case Study Write 1 Dialogue Question based on Case Study Write 3 Problem Questions for a service you provide Write 3 Problem Questions for a service you cross-sell Assignment

Difficulties dissatisfaction unhappiness problems Simple Experienced No basis A sale Simple sales Complex sales Implicit Fill in the Blanks

What is the difference between a problem question and an implication question?

Implication Questions Super size the pain Clarify impact of NOT changing Language of decision makers Look to the future

Implication Questions Power Words Impact Implication Net negative Consequences

Implication Questions Super size the pain by exploding all the implications of a problem you solve.

“If you do not ask the right questions, you do not get the right answers. A question asked in the right way often points to its own answer. Asking questions is the A, B, C of diagnostics. Only the inquiring mind solves problems.” Edward Hodnett Circle the good Implication Questions

Write 3 Implication Questions based on Case Study Write 1 Dialogue Question based on Case Study Write 2 Implication Questions for a service you provide Write 2 Implication Questions for a service you cross-sell Assignment

Fill in the Blanks   Complex Selling   Explicit Needs (value)   Users Decision Makers   Uncomfortable   Decision Maker   NPO   Decision Maker   Make a Change   Solution

Need Pay-off Questions Buyer tells you the benefit of your service Buyer states explicit needs Refocus buyer’s attention on solution Buyer gives you the keys to the sale Reduce objections

Need Pay-off Questions Power Words BenefitValue How would this help you Positive outcomes

“Questions provide the key to unlocking our unlimited potential.” Anthony Robbins Circle the best Need Pay-off Questions

Need Pay-off Questions Write 3 Need Pay-off Questions based on Case Study Write 1 Dialogue Question based on Case Study Write 2 Need Pay-off Questions for a service you provide Write 2 Need Pay-off Questions for a service you cross-sell

Need Pay-off Questions in the Fill in the Blanks   Sell internally   Benefits not problems   Implication and NPO   Difficult to distinguish   Benefits   Positive   High Level, Decision Makers   Complex sales

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