SELLING STYLES

Average sellers are concerned with their own product or service and how they - the seller see it helping the customer

Push

Color, Delivery, Usage,  CPU,  Size, Bits/sec,  Cost .....

SELLING STYLES
Skilled sellers are concerned with the customer’s needs and how the customer sees the solution
I must make  sure I note all  this I need ... Benefits I want ... Would like solutions ... Change

Pull

RESEARCH SHOWS
In successful sales: Customer talks more than seller Seller seeking is higher than giving

RESEARCH SHOWS
In successful sales:
Customer talks more than seller Seller seeking is higher than giving

However, when selling, most people:
" Talk too much " Don’t seek enough

HOW STRONG IS THE NEED?
I’ve got a  problem with  the present  system Our present  system is  almost perfect

A
I need to  change it  immediatel y

B
I’m a little  dissatisfied  with our  system

C

D

HOW STRONG IS THE NEED?
I’ve got a  problem with  the present  system Our present  system is  almost perfect
WEAKEST

B D A C

A
I need to  change it  immediatel y

B
I’m a little  dissatisfied  with our  system

C

D

STRONGEST

CUSTOMER NEEDS
It’s almost perfect

I’m a little dissatisfied

I’ve got problems with ...

immediatel

I need to change it 

CUSTOMER NEEDS
NEED WEAK

NEED

NEED

NEED

NEED

NEED

STRONG

CUSTOMER NEEDS
Solution here  has low impact
NEED

NEED

NEED

NEED

NEED

NEED

CUSTOMER NEEDS
Solution here  has low impact
NEED

NEED

NEED

NEED

NEED

NEED

Solution  here has  high impact

IMPLIED AND EXPLICIT NEEDS
UNAWARE NEED

NEED
DISSATISFACTIONS

NEED

NEED

DIFFICULTIES

NEED
PROBLEMS

Implied  Needs Explicit  Needs

NEED

STRONG  WANTS OR  DESIRES

CUSTOMER NEEDS
NEED VAGUE

STRON NEED
NEED VAGUE

NEED
G

CLEAR

NEED

Implied  Needs Explicit  Needs

STRON NEED G G

NEED

CLEAR

NEED

HOW CUSTOMER NEEDS  GROW
Implied Needs
VAGUE

Explicit Needs
“Well, I suppose it could be  useful.”

“It’s inconvenient but  that’s all.” “Cost of production has  risen by three times the  rate of inflation.”

CLEAR

“It become so serious that  we’re in danger of having to  close down.”

STRONG

“It would save us 10%  on running costs at  least.”

“It’s absolutely essential that  we improve our security”

WHICH NEED IS IMPLIED AND WHICH IS EXPLICIT?
I or E?

1 2

a) I’m dissatisfied with the current cost. b) I want a way to do it that is 10% cheaper.

a) What I need is a faster machine. b) I’ve got a throughput problem with my present machine. a) Our productivity is too low at present. b) We want a way to improve productivity in this area.

3

SITUATION QUESTIONS
Situation Questions

questions about facts/  background/context

SITUATION QUESTIONS
Situation Questions

questions about facts/  background/context

•  More in unsuccessful calls •  Best sellers ask fewer but focus them  better

PROBLEM QUESTIONS
Situation Questions

questions about  problems/  dissatisfactions  (feelings )

Problem Questions

Implied Needs

PROBLEM QUESTIONS
Situation Questions

questions about  problems/  dissatisfactions  (feelings )

Problem Questions
•  More in successful calls

Implied Needs

•  Inexperienced people don’t ask enough

SITUATION OR PROBLEM QUESTIONS?
1 Do all your people use the machine? 2 Do they find it hard to use? 3 What difficulties do you meet in performing this operation? 4 How do you feel about your cost levels? 5 How many people do you employ here?
S or P?

KEY FACTS ABOUT THE PRESENT SITUATION INCLUDE: Did you 
• Hotel has 3,000 ashtrays • 350 replacements needed each month Present ashtrays are: • small (8 cm diameter) • cost £140 per 100 • made of thin glass with enamel finish • shallow dish shape • without cigarette rests • olive green
find  out?

PROBLEMS WITH PRESENT ASHTRAYS INCLUDE:
Did you  uncover?
• • • • • • • • • Delicate glass - high breakage rate Small size - easy to take as souvenirs Burns to furniture through lack of cigarette rests Enamel is easy to scratch/chip and quickly looks old Shallow dish is easily knocked over Cost (£140 per 100) is high Replacements are custom made, with a 3 month wait Color is unsuitable for changes in decor Difficult to clean

WHY SHOULD I CHANGE?

Problems Difficulties

Disruption Time Money Effort

Dissatisfaction Cost of present

Cost of change

Skilled sellers help the customer to recognize the ‘weight’ of the problems

IS IT WORTH IT?

Savings Benefits Solutions
Value or usefulness as  perceived by the customer

Hassle Hidden  Extras Risks Cost

What the customer has to  ‘pay’ for a solution

Skilled sellers help the customer to think through the overall ‘worth’ of the solution

OPENING THE CALL
• Identify yourself and your company • Establish the purpose of the call • Gain customer agreement for you to ask questions and make notes

OPENING THE CALL - RESEA

Research shows:
• There is no one ‘best way’ • A ‘canned approach’ does not work • Successful people use a flexible approach

‘ROLEPLAY’

Roleplays are not an acting 

SO, IT’S OK
To sound awkward To pause for thought To refer to notes To be yourself

RESPONDING TO IMPLIED NEEDS
Situation Questions

Problem Questions

Implied Needs

RESPONDING TO  IMPLIED NEEDS
Situation Questions

Problem Questions

Implied Needs
for example  “Yes we do have  that problem”

“Here’s how we  can help”

Solution 

IMPLICATION QUESTIONS
Situation Questions

Problem Questions

Implied Needs

Implication Questions

IMPLICATION  QUESTIONS
Situation Questions Problem Questions
questions which extend/  develop the need by  linking it to other  potential problems

Implied Needs

Implication Questions

IMPLICATION  QUESTIONS Situation
Questions Problem Questions
questions which extend/  develop the need by  linking it to other  potential problems especially  important in:

Implied Needs

Implication Questions
­ high technology ­ high value ­ selling to decision makers

GENERATING IMPLICATION QUESTIONS
• indirect

Costs • direct

People

Time

• boss • peers • subordinates

Implied  Needs
Third parties
• suppliers • customers • public
ACCOUNTS SALES

Other departments

PROBLEMS Problem
lem Problem ob Pr em bl Pr o ro blem P Pr o blem

SOLUTIONS Solution
on ti lu So Solu tion on ti lu So

Solu tion

NEED-PAYOFF QUESTIONS
Situation Questions

Problem Questions

Implied Needs

Implication Questions
questions about the  Need­payoff utility or value of a  Questions solution

NEED­PAYOFF QUESTIONS
Situation Questions

Problem Questions

Implied Needs

Implication Questions
questions about the  Need­payoff utility or value of a  Questions solution ­ identify ... ­ clarify ...         Explicit Needs ­ extend ...        

THE SPIN® MODEL

S P I N
®

Situation Questions

Problem Questions

Implied Needs

Implication Questions

Need­payoff Questions

Explicit Needs

A logical framework but not a rigid sequence

FEATURES - DEFINITION
Characteristics of product or service. For example:
“It costs £4,200” “We have four  machines  in this range”

BENEFITS
• How a product can be used • A cost advantage of a feature • Showing how you can help the customer • Showing the value of your product • How a feature meets a need

A AND B BENEFITS
A How a product or feature can be used or can help the customer B How a product, feature or advantage meets an Explicit Need expressed by the customer

RELATIONSHIP TO SUCCESS
A How a product or feature can be used or can help the customer 17.5% of seller’s behavior - only moderately related to sales success

RELATIONSHIP TO SUCCESS
A How a product or feature can be used or can help the customer 17.5% of seller’s behavior - only moderately related to sales success

B

How a product, feature or advantage meets an Explicit Need expressed by the customer 5.0% of seller’s behavior - very strongly related to sales success

ADVANTAGES AND BENEFITS
A dvantages - How a product or feature can be
used or can help the customer 17.5% of seller’s behavior - only moderately related to sales success

B enefits - How a product, feature or advantage
meets an Explicit Need expressed by the customer 5.0% of seller’s behavior - very strongly related to sales success

BENEFITS - DEFINITION
How a product meets an Explicit Need expressed by the customer. For example:
“You have said you  need fast turnaround  ­ here’s how we can  give it to you ...”

ADVANTAGES - DEFINITION
How a product can be used or can help the customer. For example:
“Because of ... you can ...”

IMPACT OF F A B OVER THE CYCLE
high  persuasive  power

low  persuasive  power contact contract

Situation Questions Problem Questions Implication Questions Need­payoff Questions Benefits

SPIN® FORM
Implied Needs

Explicit Needs

Date:

Advantages Features

Name: Joint call number

Situation Questions Problem Questions Implication Questions Need­payoff Questions Benefits

SPIN® FORM
Implied Needs

Explicit Needs

Date:

Advantages Features

Name: Joint call number

Situation Questions Problem Questions Implication Questions Need­payoff Questions Benefits

SPIN® FORM
Implied Needs

Explicit Needs

Date:

Advantages Features

Name: Joint call number

COMMON CLOSING TECHNIQUES - ASSUMPTIVE CLOSE
Assumes that the customer has already made a favorable commitment:
Customer

I’m  impressed

Seller

Then when  would you like  us to deliver it?

COMMON CLOSING  TECHNIQUES ­ ALTERNATIVE  CLOSE
Offers the customer a choice between  alternative commitments:
I like your  product Would you prefer us  to deliver it next  Tuesday or would  Thursday be better? 

Customer

Seller

AMERICAN AIRLINES CLOSING STUDY - How often should you close?
60 50 40 30

% of  calls  resultin g in sale

20 10 0

0

1

2

3

4

closes per call

EFFECT OF PRICE ON CLOSING
• Salespeople were trained to use more closing techniques - the result was ...

UP  4%
Cheap goods ­ sales rose

EFFECT OF PRICE ON CLOSING
• Salespeople were trained to use more closing techniques - the result was ...
DOWN  21% Expensive goods ­ sales fell

UP  4%

so...

Cheap goods ­ sales rose

• Closing techniques work best in getting small commitments from the customer

THE THREE STEPS IN CLOSING A  SALE ARE:
Propose an  appropriate  commitment  from the  customer

Summarize  the benefits Check you  have covered  key customer  concerns

WHY DOES ‘A’ MEET TEN TIMES AS MANY OBJECTIONS AS ‘B’?
Seller A Seller B

WHY DOES ‘A’ MEET TEN TIMES AS  MANY OBJECTIONS AS ‘B’?

Seller A Is it due to:

Seller B

s the product?  No. ‘A’ and ‘B’ both sell the same  product s the customer?  No. Both sell to similar customers s A’s style?  Most likely explanation

THE MOST COMMON REASONS WHY CUSTOMERS RAISE OBJECTIONS
The seller has offered a solution which: • doesn’t meet a need • has insufficient value to the customer In other words ... • There is a mismatch between perceptions: – the strength of the need – the seller’s capability to meet it!

EFFECT OF FEATURES, ADVANTAGES AND BENEFITS ON THE CUSTOMER
Salesperson’s behavior ...

Benefits Advantages Features ... most probable customer response?

EFFECT OF FEATURES,  ADVANTAGES AND BENEFITS  ON THE CUSTOMER
Salesperson’s  behavior       Most probable      customer response

Benefits Advantages Features
Price concerns

EFFECT OF FEATURES,  ADVANTAGES AND BENEFITS  ON THE CUSTOMER
Salesperson’s  behavior          Most probable      customer response

Benefits Advantages Features
Objections Price concerns

EFFECT OF FEATURES,  ADVANTAGES AND BENEFITS  ON THE CUSTOMER
Salesperson’s  behavior          Most probable      customer response Support/approval Objections Price Concerns

Benefits Advantages Features

CALCULATOR WATCH
• • • • • • • • • • • Addition Division Subtraction Multiplication Mark-up or mark-down %

Sale price £9.95

Plus
Melody alarm 24 hour (military) Backlight for night viewing Month, date, day of the week Full six-digit readout displays hours, minutes & seconds Chronograph with lap timer (in 1/100’s of a second)

OBJECTION PREVENTION vs HANDLING
Unsuccessful
Implied Need

Advantages

Objections

Objection Handling

THE ORIGIN OF OBJECTIONS
Perception of Need
Important

Perception of Capability
High

Unimportant

Low

TWO TYPES OF OBJECTION
Perception of Need
Important

Perception of Capability
High

CA PA BIL ITY ISS UE

V LA EU
Unimportant

I SS EU

Low

VALUE OBJECTIONS - AIM
Perception of Need
Proven  success  model

Important

Perception of Capability
High
Proven  success  model Computer  tracking

Price

Computer  tracking Slick  packaging

OUV BEA J L E C I O NT
Low

Price Slick  packaging

Unimportant

Perception of Need
Proven  success  model Price

VALUE OBJECTIONS MEANS
Important High

Perception of Capability
Proven  success  model Computer  tracking

S P I N

Computer  tracking Slick  packaging

OUV BEA J L E C I O NT
Low

Price Slick  packaging

Unimportant

CAPABILITY-CAN’T OBJECTIONS - AIM
Perception of Need
Laser  output

Important

Perception of Capability
High
Networkin g

C A P A BL I IT YC A NT ’
Networking   Price Ergonomics

Price Ergonomics

Laser  output

Unimportant

Low

CAPABILITY-CAN’T OBJECTIONS - MEANS
Perception of Need
Laser  output

Important

Perception of Capability
High
Networkin g

C A P A BL I IT YC A NT ’
Networking   Price Ergonomics

Price Ergonomics

Laser  output

Unimportant

Low

CAPABILITY­CAN  OBJECTIONS ­ AIM
Perception of Need
Important
Customized  system Technical  support

Perception of Capability
High
Technical  support

Price

C A P A BL I IT YC A N

Price Hardware  compatability Customized  system

Hardware  compatability

Unimportant

Low

Perception of Need
Important
Customized  system Technical  support

CAPABILITY­CAN  OBJECTIONS ­ MEANS
High
Acknowledge Demonstrate  capability Show proof

Perception of Capability
Technical  support

Price

C A P A BL I IT YC A N

Price Hardware  compatability Customized  system

Hardware  compatability

Unimportant

Low

OBJECTION PREVENTION vs  HANDLING
Unsuccessful
Implied Need

Successful
Implication &  Need­payoff Questions

Advantages

Objections

Explicit Need

Objection Handling

Benefit

Support

GETTING RESULTS FROM ® SPIN
No magic - just hard work Work to improve - or skills will get rusty and decline Practice one skill at a time Choose easy accounts to try new SPIN® skills