SELLING SKILLS AND RELATIONSHIP

MANAGEMENT – ASSIGNMENT

REFLECTION – WEEK -2

1.Pitch Anything-Chapter-2- Frame Control

2.SPIN SELLING-Chapter 2-Obtaining
Commitment (Closing the sale)

SUBMITTED BY,
JAYASHREE.M
PBRM BATCH 2
NIIT UNIVERSITY
 Pitch Anything
Chapter-2- Frame Control
In this chapter I can understand that how the perspective and persuasion depends on the different
frames of sales. It is likely important to pitch the product to analyze the concept of frame control.
When you are reacting to the other person, that person owns the frame. When the other person is
reacting to what you do and say, you own the frame. Klaff introduces the idea that every
exchange in life has one frame. However, it can only have one frame, as all other frames will be
subordinate to the primary frame. In this term Klaff suggests that pitches should say as little as
possible. A successful pitch depends on your ability to build strong frames. Klaff describes
frames as a perspective. Specifically, he uses the analogy of giving someone a lens to see what
you see. Everyone uses frames in every social encounter. 

Klaff describes ineffective business negotiations as being characterized by people having two
different perspectives for the same product. In this instance, their frames are colliding.
Eventually, one of these frames will win over the other. Stronger frames will always absorb
weaker frames. You can identify that you are frame-controlled if you realize that a conversation
is not going your way. For example, if everything the other person says sounds ineffective, you
are most likely frame-controlled. Defiance and humor are the most critical tools in reclaiming the
winning frame in a conversation. There are several types of frames you may encounter when
having conversations. Oren Klaff outlines each of them.

The Power Frame:

Every business has this kind of frame because it is inevitable part of business. These are the
individuals who have an ego. Subsequently, they tend to show little interest in listening to what
you have to say. Specifically, they will listen to the first few seconds of your interaction. Then
they will use these first few seconds to form judgments that last for the entirety of that
interaction. These judgments will also apply to future interactions. Klaff explains that a defiant
and humorous approach is the only way you will overcome a power frame. Those possessing a
power frame must understand that you are highly skilled at what you do. For example, do not let
an audience member play with their phone. Instead, you should use this as an opportunity to
incorporate some light humor into your pitch. This humorous interaction will lighten the
audience’s mood.

The Intrigue Frame:

In this frame author telling like, “As you share your story, there has to be some suspense to it
because you are going to create intrigue in the telling of the story by telling only part of the story.
That’s right, you break the analyst frame by capturing audience attention with a provocative
story of something that happened to you, and then you keep their attention by not telling them
how it ends until you are ready.” by Oren Klaff. Individuals agree to a pitch as they are interested
in your product. They do not want to hear something they already know or understand. Instead,
they want to be blown away by a new product or idea. Also as soon as these types of people find
the answer to their question, they will lose interest. To counter this type of person, you should
make yourself the center of the story. Share your personal story with the audience. The most
engaging stories are those involving hardship or obstacles that have to be overcome. Again, you
only want to tell the audience part of the story. They should never feel that they know all the
answers to their questions, as this is when you will lose their interest. Personal story always inter
related with your pitch.

The Time Frame:

Time frame is not only in business every part it is much important to get a good customer life
style. The time frame is a powerful tool. For example, you can make the public think they could
lose a great opportunity if you say something like ‘This is a temporary offer.’ Alternatively,
buyers often use this frame at the start of a pitch. For example, they will tell the pitcher that they
only have a few minutes. This approach aims to make the pitcher feel small. Most people
respond to this approach by being thankful, saying something like, ‘Thank you for fitting me into
your busy schedule.’ Klaff states that this is the wrong approach. In doing this, you have handed
the potential buyer all the power. One way to break the time frame is to be brutally honest.
Explain to the individual that you do not work to other people’s time. Explain that you cannot
work well with people if you cannot trust them to keep their time commitments. Therefore, probe
them by asking whether they are the kind of person who keeps to their schedule. If the individual
accepts your fully agreed time slot, they will value your time and give you the required
attention. 

Analyst Frame:

Some targets will only care about hearing analytics, figures, and numbers. This type of person is
using the analyst frame. They will prompt you to spit out numbers and projections, which the
other half of the audience will not care about. Additionally, spitting out these figures will only
increase your chances of making a mistake. 

You can overcome the analyst frame by providing an intriguing story. This story should include
a personal narrative that involves you. However, as previously mentioned, you should not tell
them how this story ends. This cliffhanger will help keep their attention. Klaff explains that an
intriguing story has the potential to break analytical thinking. Therefore, weaving narratives into
your pitches is a great way of tackling individuals with an analyst frame.
The Prizing Frame:

Pricing frame mixing the both time and price with the effect of economic value.“Money is never
a prize; it’s a commodity, a means for getting things done. Money simply transfers economic
value from place to place so that people are able to work together.” Klaff describes prizing as
“The sum of the actions you take to get your target to understand that he is a commodity and you
are the prize.” Never let the audience believe that the relationship is the other way round.
Additionally, people often confuse money with the prize. However, money is never the prize.
Instead, money is a commodity that is merely a means for getting things done. 

Try to highlight yourself as the prize. For example, try to convince your clients that they would
be privileged to work with you. The buyer will feel like they have to qualify to work with you
rather than the other way around. Klaff highlights that you have to learn to value yourself. If you
do not value yourself, then no one else will. Therefore, you need to always be ready to walk
away from a negotiation if the other side does not give you what you want. Business partnership
matters in this frame to have you in the business relationship.

The Moral Authority Frame:

Moral is not only for work every business should have the moral in it. It is the method of
pitching the product by selling technique for better relationship. It is only dependable on Moral.
Everyone always try to protect yourself and your company with a strong moral character. Your
pitches will do significantly better if you are nailing the morals that society values. Klaff
provides an example of a time when he won a significant investment deal for an old airport in
California. This deal was necessary for its revival. His competitors were too busy focusing on
numbers, plans, and spreadsheets. Klaff decided to focus on the airport’s diverse history and how
his team would respect the airport’s heritage. By focusing on heritage and community, Klaff
could link his pitch to a broader issue that the buyer values. 

Plowing:

Plowing is perspective of future. Author says that when you pitching some product always move
forward, never stop moving, and do not show self-doubt. Just because you have frame control
doesn’t mean that there will be no social pressures or discomforts. Plowing should be a feature of
all your pitches, irrespective of what frames are present. Plowing is the act of always moving
forward during your pitch. This approach showcases confidence and allows you to maintain a
strong frame, despite push back from others. 

By concluding this chapter all frames are very important to remember before going to pitch
some product. Selling is not only in the point of giving the product also its unique key point of
relationship by developing these frames into selling or pitching.
 SPIN SELLING
Chapter 2-Obtaining Commitment (Closing the sale)
This chapter is very important to read because it is the old standard technique that every seller
uses to close the sale. Also it is closing process and last stage of selling. It should be in the level
of starting the conversation or relationship. Because only selling the product not deciding the
customer relationship. It is all about business development for the business and company. There
is lot of types in closing techniques by author they are,

1. Assumptive closes- It is Assuming that the sale has already been made, one asks, for
example, “Where would you like it delivered?” before the customer has agreed to buy.

2. Alternative closes- In alternative closing one asks, for example, “Would you prefer
delivery on Tuesday or Thursday?” again before the customer has made a purchasing
decision.

3. Standing-room-only closes- It is like for example, “If you can’t make a decision right
now, I’ll have to offer it to another customer who’s pressing to buy it.”

4. Last-chance closes- For last closes one says, for example, “The price goes up next week,
so unless you buy now”.

5. Order-blank closes- In this case one fills in the customer’s answers on an order form,
even though the buyer has not indicated a willingness to make a buying decision.

Also there is some addition cases to these bread-and-butter techniques, Neil, in SPIN Selling
book, found a whole encyclopedia of more exotic closes, such as the Sharp Angle, Ben Franklin,
Puppy Dog, Colombo, and Double-reverse Whammo. These closing techniques and types are the
real time effectual process to collaborate with the selling process. The recommended
commitment should be the most realistic commitment the customer is capable of making.
Successful salespeople never push their clients past their comfort zones.
Obtaining Commitment:
There are four successful action by the author to understand better about the closing selling options it is
important to probe a customer with good ending.

1. Giving attention to Investigating and Demonstrating Capability

Every successful sales people give their primary attention to the Investigating and Demonstrating
Capability stages. The first successful strategy for obtaining customer commitment is to
concentrate your attention on the Investigating stage of the call. If you can convince buyers that
they need what you are offering, then they will often close the sale for you. Investigating is the
another method also.

2. Checking that key concerns are covered

Author selling this closing point in larger sales, both the product and the customer’s needs are
likely to be relatively complex. As a result, there may be areas of confusion or doubt in the
customer’s mind as the point of commitment nears. The sellers must take the initiative and ask
the buyer whether there are any further points or concerns that needed to be addressed. It might
be differ for the concerns process.

3. Summarizing the Benefits

All kind of summarizing is having some relationship points to make the customer beneficial. In a
larger sale, the call may have taken several hours and covered a wide range of topics. It’s
unlikely that the customer has a clear picture of everything that has been discussed. Successful
salespeople pull the threads together by summarizing key points of the discussion before moving
to the commitment.

4. Proposing a commitment

Proposing commitment is closing technique method. Many books on selling point out that the
simplest of all closing methods is just to ask for the order. Consequently, the phrase “asking for
the order” is a common one in sales training. But from our studies, “asking” is not what
successful sellers do. But it’s here, at the point of commitment, that successful sellers don’t ask
they tell. The most natural, and most effective, way to bring a call to a successful conclusion is to
suggest an appropriate next step to the customer. In this case we could not hope that all purchase
with 99 percent. Any document will usually sign the pledge, which must be unchangeable.
Advances: When an event occurs during or after a conversation, the sales team moves closer to
their objective. In general, a client may have a contract to attend an on-site demonstration, an
agreement to introduce you to a manager or other high-level decision maker, a contract to begin
a testing phase, people you may not have met previously, and so on.
  As the customer progresses and sales continue, no specific action is taken. This usually
takes the form of "thank you for stopping by." Why don't you come back the next time
you're in the area?” or “Fantastic presentation, we were blown away.” "I hope to see you
again." There will be no sales: When a customer makes it plain that they are unable to do
business with you.
 These distinctions may appear overly technical, but according to Neil Rockham’s
research, best-selling agents distinguish between these four categories, but novice sales
reps sometimes confuse upgrades or even orders.

Points for Success:

In the case of orders the client makes a solid purchase commitment. It will not be deemed an
order if you say, "We are 99 percent sure to buy." The commitment must be irreversible, and it
will usually entail signing a document. By Advances there is chance to when an occurrence
occurs, either during or after the call, that moves the sales objective closer. It might be a client's
agreement to attend an on-site demonstration, an authorization that gives you access to a
manager or another form of high-level decision-maker, an agreement to start a test phase, access
to persons who were previously unreachable to you, and so on. These kind of access will give a
additional sign of gaining the purchase by customers.

Points for Failures:

The goal of most sales calls in large sales will be to acquire a strong commitment from the client
in order to move forward with the transaction. When the sale goes on but no specific action is
taken with the client to move on. “Thank you for coming,” for example, is a common response.
Why don't you come back the next time you're in the area?” or “Wonderful presentation, we're
quite impressed.” Let's get together again.” When a customer expresses unequivocally that he or
she is unable to conduct business. These distinctions may appear overly technical, but Neil
Rackham's research demonstrates that top sales representatives distinguish between these four
types, at least experimentally, as compared to beginner sales representatives, who frequently
conflate continuations with advances, if not orders. The recommended commitment should be
the most realistic commitment the customer is capable of making. Successful salespeople never
push their clients past their comfort zones.

By concluding this chapter, Sales and sales people having unique options to close their selling
with the effective end. It is the opening process for relationship building. Success and failures
point will give more clarity to understand the customer while closing the business. This chapter
helps to understand the closing techniques of selling.