Chapter 9

Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Some questions answered in Chapter 9

How should the salesperson make the initial approach to make a good impression and gain the prospects attention? How can the salesperson develop rapport and increase source credibility? Why is discovering the prospects needs important, and how can a salesperson get this information? How can the salesperson most effectively relate the product or service features to the prospects needs? Why is it important for the salesperson to make adjustments during the call? How does the salesperson recognize that adjustments are needed? How can a salesperson effectively sell to groups?

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Elements of the sales call covered in this chapter

Exhibit 9.1

Adjusting
Making a good impression Assessing the buyers reactions and making adjustments Identifying or reiterating needs Offering the solution to the buyers needs.

Outcomes

Credibility and trust

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Making the Sales Call

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

The basic skills of need satisfaction selling

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Making a good impression Impression management

The first 4 seconds. Arrival on time. Waiting for the prospect: Treating the receptionist or the secretary. Waiting period, how long? What could you do during waiting? The entrance. The first two minutes. The place of the interview.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Very first impression

Smile. Prospects name. Rules of 12 in business etiquette:The first 12 words. The first 12 footsteps. The 12 inches from shoulders.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Remember, nonverbals affect your impression!

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

When shaking hands, who should offer their hand first?

1. The prospect 2. The salesperson

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Lets shake hands!

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Handshaking
Male / female.

Too hard, too soft, too long, not too long. Culture difference; Chinese Arabian Mexican German

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

The appropriate stance

Feet Shoulders and arms Angle Distance

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Selecting a seat
Asking permission!!! The right time The right seat Customers social style (amiable, analytical, driver, expressive)

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

The approach
The first time salesperson makes contact Sometimes called the most important 30 seconds in selling Must establish rapport and gain prospect attention

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Why worry about the approach?

I dont know who you are. I dont know your company. I dont know your companys product. I dont know what your company stands for. I dont know your companys customers. I dont know your companys reputation.

Why should I trust you enough to tell you about my problems?

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Assume you are selling a calculator to a classmate. Write an example of each

Referral Approach: Mr. Joyner, thank you for seeing me. Im here at the suggestion of Ms. Allen of Brock Controls. Benefit Approach: Mr. Joyner, I would like to tell you about a copier that can reduce your copying costs by 15%. Product Approach: Mr. Joyner, how would you like to have this credenza in your office? Compliment Approach: Mr. Joyner, I see youre using a Palm PDA. Its great proof of your commitment to technology. Question Approach: Mr. Joyner, what is your reaction to the brochure I sent you about Mc Macs new services?

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Evaluating approaches
Which of the methods seemed more natural to you? Were there any methods you did not like or strongly objected to using? As a buyer, which methods were most helpful and appropriate for you?
Referral approach Benefit approach Product approach Compliment approach Question approach

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Would this be a good way to develop rapport?

Telling jokes related to ethnic origin, religious preference, or national heritage? Asking the prospect their views on gun control or abortion? Discussing your views on the current state of the economy? Talking about what interests you?

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

So how do you engage in small talk?

Perform office scanning: look around the prospects environment for relevant topics to talk about. This way, you will talk about things that interest the prospect rather than things that interest you.
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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Examples of small talk

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

When things go wrong

Making and maintaining a good impression is important. Murphy may visit you. What you would do when something goes wrong? Never loose control. Maintain sense of humour. Sincere apology

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Setting an agenda

Many salespeople find it helpful to spend a moment setting an agenda for the meeting. It helps to establish that the salesperson and prospect will be working together to uncover needs and explore solutions.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Setting an agenda

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Setting an agenda

If you were setting an agenda for your first meeting with a new customer, what might you want to say?

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Setting an agenda

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Setting an agenda

Thus, in setting an agenda, you want to do three things: You propose an agenda, You make sure the customer understands the value of the agenda, and You get the customers input and acceptance before moving on.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Finding the need behind the need

Exhibit 9.2

More strategic need behind the need Need Behind the Need Because our competition is gaining on us and we need to be more responsive than they are. Need Behind the Need Because we need to improve our sales performance.

Need We need to equip our sales force with laptop computers. Initial need expressed

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Probing

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Using open and closed questions to discover needs

Have you ever done business with our bank before? [closed] I assume, then, that your checking account is currently with First of America? [closed] If you could design an ideal checking account for your business, what would it look like? [open] When you say good statement, what exactly do you mean? [open] Anything else in an ideal checking account? [open] No, our firm has always used First of America bank. Yes.

Well, it would pay interest on all idle money, have no service charges, and supply a good statement. It should come to us once a month, be easy to follow, and help us reconcile our books quickly. No, I guess thats about it.
From Exhibit 9.3

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

How selling style relates to discovering needs

Aggressive selling style
Believe they are the best judge of the customers needs.

Submissive selling style

Accept the customers definition of needs.

Assertive selling style

Probe for need-related information that the customer may not have volunteered.
Adapted from Exhibit 12.2
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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Reiterating needs
Needs Identified from pre call gathered information. Identified from previous phone conversation. Identified from last call. Reiterate the needs early in the sales call. Additional considerations: a. How many questions can a salesperson ask to discover needs? b. Trust - building strategy. Developing a strategy based on the needs identified; The best procedure, the best product or service & the maximum profitability

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Indifferent customers
Some customers are indifferent to what you are selling. They may see no need for the type of product or service you sell, or they may be satisfied with the product or service they are using now. Your challenge is to help them see their situation in a new and different way.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Recap: dealing with indifference

To help the prospect see their situation in a new and different way, you ask questions to discover unrealized needs for your product or service: You look to uncover problems your product or service can solve, or To uncover dissatisfactions your product or service can alleviate.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

SPIN technique
When can you use SPIN technique? Either when there is a major sale for the salesperson Or in identifying a problem area for the prospect One critical advantage of the SPIN technique is that the prospect defines the need and the prospect views the salesperson as a consultant.

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SPIN technique
Which of the following is the best example of a situation question? 1. What happened when you saw your friend cheating on the exam? 2. If I could show you a copy of the next exam, would you be interested? 3. Is your current grade in this course satisfactory to you? 4. How much time do you spend reading the chapters in our textbook?

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

The SPIN technique: Situation questions

These are general data-gathering questions designed to help you find out some basic information. Prospects quickly become bored if they hear too many of them. Examples:
What is your position? How many people do you employ?

Try to gather this kind of information before the sales call.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

The SPIN technique: Problem questions

These are questions about specific difficulties, problems, or dissatisfactions. These questions help to identify opportunities areas that the salesperson can probe for further understanding. Examples:
Is your current machine difficult to repair? Have you experienced any difficulties with the overall quality of your forklifts? Do your operators ever complain that the noise level is too high?

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Implication questions are designed to get the customer to think.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

The SPIN technique: Implication questions

These questions are asked only after a dissatisfaction has been identified. They are designed to help the prospect think about the ramifications of problems. They help the buyer realize that the costs of doing nothing outweigh the cost of the solution. Examples:
What happens if you ship your customer a product that doesnt meet specs? What does that do to your price as compared to your competitors?

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Implication questions help reveal consequences.

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

The SPIN technique: Need payoff questions

When salespeople ask questions about the usefulness of solving a problem, they are asking need payoff questions. Examples:
If I can show you a way to eliminate paying overtime for your operators and therefore reduce your costs, would you be interested? So if I understand you correctly, a faster stamping process is important to you?

If the buyer responds negatively to a need payoff question, the salesperson has not identified a serious need.
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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Developing a strategy for the presentation

Based on the needs identified, the salesperson should develop a strategy for how to best proceed to meet those needs. Consider:
Selecting appropriate product options Determining optimal payment terms Service levels to suggest Presenting the features and benefits in the language best suited for the buyers social style.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Always probe before presenting a solution

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Features and benefits

A feature is a quality or characteristic of the product or service. A benefit is the way in which a specific feature will help a particular buyer. A benefit helps the buyer more directly answer the question, Whats in it for me?

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Features and benefits

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Chapter 9
Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Relating features to benefits

FB
Features / Benefits

FAB
Features / Advantages / Benefits

FEBA
Features / Evidence / Benefits / Agreement

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Recap of how to present a solution

Acknowledge the prospects need, showing that you understand and respect the prospects point of view. Describe relevant features and benefits. Remember, it is the benefit that answers the prospects unspoken question, How does that help me and my company?

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What are the benefits of Marmot sleeping bags to the consumer?

FEATURE GORE-TEX outer shell BENEFIT Keeps you warm and dry in adverse weather because GORE-TEX is waterproof, windproof, and breathable. Helps keep you warm and dry because your head is inside the bag and yet your breath vapor escapes outside the bag. Since it can be cleaned inexpensively, it will save you money. Prevents icing, which means you will be able to open it easily, even in the coldest conditions.

Contoured, sculpted hood with drawstring

Machine washable and dryable Silicone-dipped zipper

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Be careful when talking about features!

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

What are the benefits to the reseller of Jello Fruit Bowls?

FEATURE BENEFIT

Test marketed for 3 years

Because of this research, you are assured of a successful product and effective promotion; thus, your risk is greatly reduced. Consumers will come to your store looking for the product.

$10 million in consumer advertising will be spent in the next 18 months 40 coupon with front positioning in the national Sunday insert section

Consumers will want to take advantage of the coupon and will be looking in your freezer for the product.
From Exhibit 9.7

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

How do you know if the buyer accepts the benefits youve suggested?

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Assessing reactions
1. Using non verbal cues - Positive signals. - Mixed signals. - Negative signals. 2. Verbal probing - Trial close - Selective perception 3. Making adjustments - Establish credibility. - New sales strategy.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

For a partnership to develop, credibility must be built

List some things you could do to enhance credibility during the early phases of a sales call.

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Building credibility during the sales call

Credibility 1. Presentation time. 2. Concrete evidence. 3. Balanced presentation. 4. Product expertise.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

What do you do if you are selling to a group?

Gather information about the needs and concerns of each member of the group. Discover the ego involvement and issue involvement of each group member. Develop an objective for what is to be accomplished with each prospect present at the meeting. Listen carefully and observe nonverbal cues.

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Questions answered Chapter overview Making an impression The approach Setting an agenda Discovering needs SPIN technique Presenting your solution Selling to a group Terminology

Any questions about the terminology?

Advantages Approach Balanced presentation Benefit Benefit approach Closed questions Compliment approach Credibility Ego-involved FAB Feature FEBA Halo effect Implication questions Impression management Introduction approach Issue-involved Major sale Need payoff questions Office scanning Open questions Problem questions Product approach Question approach Rapport Referral approach Selective perception Situation questions Small talk SPIN Trial close

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