销售技巧及其解决方案.pptx

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,SOLUTION SELLING,Integration of Knowledge and Skills,Industry,Knowledge,Product,Knowledge,Selling,Skills,People,Skills,Solution Selling,SS is about process,S.S makes you different by the way you sell.,In selling an intangible product to a generally nonexpert buyer-process will win,The sellers executing the best process will win.,In SS,you are not selling a product,but rather a vision about how things can and should be.,Buyer must feel good about the process,Redefine selling to“helping people buy-facilitating”,MRP/ERP:High Difficulty Selling,Conceptual/intangible vs.physical/tangible,Difficult to learn and explain,Perceived as expensive,Perceived as complex,Requires major change by the buyer,Sold to committees,Small organizations selling to large,BASIC PRINCIPLES,NO PAIN,no change,Diagnose before you prescribe,Three levels of buyer need,People buy from people,People make emotional decisions for logical reasons,Power buys from power,“Product”=buyer visualization,You cant sell someone who cant buy,Buying Cycle,Define Needs,Evaluate Alternatives,Risk Evaluation and Action,SHIFTING BUYING CONCERNS,Risk,Cost,Need,Solution,ALIGNMENT OF BUYING&SELLING,Phase,Phase Phase,Buyer,Need Definition,Evaluate Alternatives Take Action,Do I need to change?Is there a Solution?Should I do it?,What do I need?Which one meets my need?What are the consequences?,Can I afford it?,Seller,Need Development Proof Close the Sale,Define their needs with our Demonstrate how product Why us?,product bias.meets defined needs.Why now?,Qualify buying process,.,SMART BUYERS,Never sole source.,Assign sponsors to each alternative.,Never let you know you are losing.,Never let you know you are winning.,Price negotiate in reverse preference order.,May lie.,Are aware of your deadlines.,HOW ORGANIZATIONS BUY,Requirements A B C,HOW PEOPLE BUY,Latent pain,Pain,Vision of solution,Match vision,Cost justify,Overcome fear of risk,Price justify,LATENT PAIN vs.PAIN,CURRENT,ACTIVE,EVALUATIONS,LATENT PAIN,PAIN,THREE LEVEL OF NEED,Level One:Latent,Level Two:Pain,Level Three:Vision of a Solution,DEFINITION OF NEEDS,Level One:,Potential needs for a product or service in the mind of,the seller.Latent need are usually either ignorance or,Latent Pain,ration-alizations.A potential solution exists or has,previously attempted to find a solution and was,unsuccessful.It is was“too expensive”or“too risky”or,“too complicated”,ect.,Lever Two:,Complaint statements by the buyer about problems,difficulties or dissatisfaction with the existing situation,i.e.pain.Complaint statements indicate that the buyer,Pain,know he/she has a problem,but does not know how to,solve it.,Lever Three:,Capability statements by the buyer indicating that the,buyer accepts responsibility for solving the problem,and specifying the precise capabilities needed to deal,Vision of,with the problem.The seller must participate personally,a Solution,in the development of the need in order for it to be a,qualified need.,PAIN SHEET,POSSIBLE REASONS POSSIBLE IMPACT POTENTIAL SOLUTION,Pain:not meeting sales goals,Situation:VP Sales,F1000 Company,Our product:Satellite Business Television,Is it because,of lack of product knowledge in,the field due to:,complex product,frequent product changes,dynamic marketplace,large#of sales people,geographically dispersed sales,force,disparity in sales experience,cost of training,finite#of produce experts,field sales people need more“,face time”with company,leadership,Is this causing,missed,revenue targets,increased travel expenses,lower profits,Is the VP Finance concerned?,product managers living on airplanes,costly product rollouts,eroding market share,Is the VP Marketing impacted?,Does he feel the sales force is not properly,executing product strategy?,impact on companys growth,impact on future product strategy,impact on stock price,Is the CEO affected?,frustration,morale problem,turnover,What if there were a way for you to,reach all field locations simultaneously where you could,personally position the product,introduce the produce/market expert,demonstrate the product,with immediate live feedback,select any/all field location when you need to,continue to train your new employees without travel,eliminate“information float:by reaching all field people,simultaneously,increase product knowledge while reducing the cost,of training,FIRST CALL WORKSHEET,Sellers activity:Buyers decision to:,1.Establish rapport,2.Introduce call,Objective,Mission statement,General introduction,Specific advantages/references,3.Ask situation questions,Pain questions,Priority;critical issues,Qualified Needs,4.Make benefits statements,5.Close agreement to explore further,6.Ask open question:,“How would you like to evaluate my company?”,Proposal,No new information,Pre-proposal review,Volunteered access to power,Schedule&end call,Did not volunteer access,Go to#7,7.Get prospect to project:”Lets say you become convinced we can,give you the capability you need,now what?”(Prospect should reveal,power),8.Bargain proof(still undefined)for access to power,Bargained:end call,write sponsor letter,Would not bargain:ask for introduction to another person in firm,Listen,Decide that this person is different,from other salespeople,Give information,Admit pain,Discuss reasons for pain organization,Take responsibility,Attempt to visualize,Agree that solution is possible,Express desire to solve,Agree to explore,Share further information,Give you access to power,Reveal identity of power,Sponsor you if you prove,PHONE PROSPECTING,Call Preparation:,Reference story:,Situation:,Critical Issue:,Reasons:,Solution:,We provided:,Result:,Phone Script:,This is _with_.We have been working with_,for the last _years.One of the chief concerns we are hearing from,other _is their frustration with _.We,have been able to help our customers deal with this issue and I would like,an opportunity to share with you how.,REFERENCE STORY,(example),Situation,:VP Sales,large toy manufacturer,Critical issue,:They were able to ship only 70%of the order taken,by their 1200 field salespeople.The competition was,“stealing”the other 30%.,Reasons,:Every Thursday night a new product availability report,for the following week was shipped to all 1200,salespeople.Thus,they were all quoting from an,inaccurate,outdated report by Tuesday of each week.,Vision,:He said he needed some way to report current product,availability and to process orders daily.,What we provided,:We provided him with these capabilities.,Result,:They are now processing orders daily and shipping 96%.,Order errors have been virtually eliminated.,COMPETITIVE STRATEGIES,Differentiate yourself by the way you sell.,Used closed question to define problems based on the unique capabilities of your product or service.,Identify/exploit your competitions weaknesses.,What does your competitor see as your weaknesses?,Try to anticipate and disarm these issues.,Create anxiety,but dont disparage.,Get there first;set the requirements-be Column”A”.,Build value in the prospects mind with logical and financial rationale.,Prove it!,Know why you lose.,Meet your competitors;learn their sell cycle.,Track and measure potential payback areas.,Stay in alignment,particularly in Phase,.,Selling Mistakes,Sell an Intangible as if it were a Commodity,-Emphasize product features vs.benefits,-Sell on the basis of Price(rather than value),Prescribe before Diagnosing,Submit a proposal too early(perhaps the proposal should not be submitted at all）,Discount too early and too much,Trying to close before the sale is closable,NEGOTIATING,Knowledge is power.,Plan before you begin.,Know your bottom line before you begin.,Dont give without getting,and not until you have withstood three“squeezes”by the buyer.,Give reluctantly and slowly.,Be patient.Be willing to walk away today.,Seller must overcome their are emotional hurdle first.,Buyer must believe they are getting the best deal.,Use a win-win approach.,