“PROVOCATION

BASED
SELLING”

1
 Do you
hear your
customers
telling
you… 2
 “No
budget.”
3
“CUTS
Across-
the-
board.” 4
“We’ll do
with
what we
got.” 5
 Or, you
may soon
hear this…
6
PROPOS
ALS
WILL BE
UNDER
MUCH
CLOSER 7
 “I’m no
longer the
sole
decision
maker.” 8
 SO
WHA
T TO
DO?

9
 one TWO
You MUST find a way
PERSUADE them that
to reach the customer’s
your solutions are not
resource owners and
just nice but essential.
motivate them to
allocate the necessary
funds.
10
“PROVOC
ATION
BASED
SELLING
Product/soluti Provocation
on based based selling
helps customer see their
selling
pushes features,
competitive challenges
functionality, and
in a new light that
benefits in a generic
makes addressing
manner.
specific painful
problems.
12
“UNMISTAKA
BLY
URGENT”
13
Case Study
Foodpanda claims to empower Pakistan’s
economy

Article Reading: https://www.dawn.com/news/1579836

Aggressive Provocation based-selling by
foodpanda lead to objections

Article Reading: https://cutt.ly/Mvnay0A

How to
do it??
Without the customer becoming defensive?

18
PROVOCATION BASED
SELLING

IDENTIFY A FORMULATE YOUR LODGE YOUR

CRITICAL ISSUE PROVOCATION PROVOCATION

19
 IDENTIFY A
CRITICAL ISSUE

“Identify key issues that matters so

deeply that even in a downturn the
money will be found to fix it.”

20
 ?
on Would it meet the CEO’s “keeps me up at
e night” threshold? That is, does this
problem seriously jeopardize the
organization’s ability to compete?
DRIVE
SENSE
OF
 ?
T
Is it being ignored, neglected, or
W ineffectively addressed by existing
O processes, systems or services?
DIG
DOWN
DEEP
 ?
TH
RE Are you a credible source of
advice on the issue?
E
GET
YOUR
VALUAB
LE
 foodpanda example
Identification of Critical
FoodPanda’s Sales Pitch
Issues

It is extremely important for you

to offer the online delivery
Driving the sense of urgency
service in this pandemic or your
restaurant might be shutdown.

Many of your competitors have Provocation

Letting customers to dig down already launched their online
the issue delivery services. You may lag Based Selling
behind them.

We can easily provide this

service for you as FoodPanda is
Being the credible source of
being the most recognized
advise on the issue
online food delivery provider in
the country.
FORMULATE YOUR
PROVOCATION

“Develop an original point of view

about it. Otherwise no senior
executive will give you time.”
Attention
-
interventi 25
 LODGE YOUR
PROVOCATION

“Provocation should not be seen as

an invitation to behave
disrespectfully.”
CREATE
PERSPE
CTIVE 26
 PROVOCATION BASED
SELLING-IN A DOWNTURN
✗ During an economic ✗ The budget gets
downturn, the more you make reallocated to
your customer see something your project
that they never knew existed,
the process picks up speed,
and you WIN

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 While, in an
economic downturn,
most solution-selling
strategies tend to lose
momentum at each
phase of the Sales
Cycle

28
 IDENTIFY LODGE YOUR PROVE YOUR
PROVOCATION POINTS
IDENTIFY
THE
CRITICAL FORMULATE GET AN
ISSUE YOUR DIAGNOSTIC
EXPERT ON
PROVOCATION STUDY
TABLE

80% IN
DIGGING GET TO THE
DEEPER INTERVENTION RIGHT EARS
CREATE
PERSPECTIVE
ON RESOURCE TARGET
ALLOCATION EXECUTIVE
20% IN
CREATING
SOLUTION

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DIFFERENTI
ATE
BETWEEN
SOLUTION &
PROVOCATIV
E BASED
SELLING
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 Strategic Selling Summary
Type of Strategies Methods Applications

 Map the Journey

Prescriptive Selling or Solution-
based selling
When the customer is confused or does
 Identify Barriers
not have the clarity to find solutions
 Design Prescriptions
for themselves.
 Track Customer’s Progress

 Situational Questions
When customer would not like it to be
 Problem Questions
Spin-Selling sold to them, ask questions & sell it
 Implication Questions
through need-payoff.
 Need Pay-off Questions

 Identify a Critical Issue

 Formulate your provocation
Provocation Based Selling
 Lodge your Provocation
When customer says that budgets are
dried-up & we don’t have money to
invest further.

 Uncovering Customer
When customer says that your product is
Purchasing Criteria
too expensive & we can’t invest this
Value Selling  Communicating Quantifiable
much into it.
value to customers