Beruflich Dokumente
Kultur Dokumente
Key take-aways
Preliminaries
Investigating
Demonstrating capability
Obtaining commitment
Preliminaries - dont's
Relating to buyer's interests - do not overuse! Opening benefit statement - just once with each buyer
Product features too early without building value first Buyers ask questions and control discussion
Preliminaries - do's
The goal is to get customer's consent to move to Investigating phase
You must establish
Who you are Why are you here (but not giving product details) Your right to ask questions
Effective preliminaries
1. Get down to business quickly
2. Don't talk about solutions too soon 3. Concentrate on questions
Investigating
Unaware
Situation questions Problem questions Implication questions Need-payoff questions Problems Difficulties Dissatisfactions Explicit needs Strong wants or desires Implied needs
Situation questions
What system do you use now?
Finding facts about the customer's existing situation Research shows Situation Questions:
Problem questions
Is your existing system hard to use?
Implication questions
What effect does that have on output?
About the effects, consequences, or implications or the customer's problems Research shows Implication Questions:
Are strongly linked to success in larger sales Build up customer's perception or value Are harder to ask than Situation or Problem
Need-Payoff questions
How would that help?
Why is it important to solve this problem? What benefits do you see?
Are strongly linked to success in larger sales Increase the acceptability of your solution Are particularly effective with influencers who will
Avoid need-payoff questions early in the call Avoid need-payoff questions where you don't have answers
leading to
Problem questions
Implied Needs
Implication questions
...which make the buyer feel the problem more clearly and acutely
leading to
Need-payoff questions
Explicit Needs
Benefits
Demonstrating capability
Behavior Definition Impact on small sale Impact on large sale Neutral or slightly negative Describe facts, data, product characteristics Show how products or their Features can be used or can help customer Slightly positive
Features
Advantages
Positive
Slightly positive
Benefits
Show how products meet Explicit Needs Very positive Very positive expressed by customer
Preventing objections
Seller behavior
Features
Advantages Benefits
Obtaining commitment
S U C C E S S
F A I L U R E
Continuation
No sale
No sale
Summary
Preliminaries Investigating
Demonstrating capability
Obtaining commitment
Make Benefits showing how your product meets Explicit Needs which have been expressed
Check that you've covered key concerns Summarize the benefits Propose an appropriate commitment