Professional Sales Cycle
Building The Path To The Sale
Professional Sales Cycle
Why Would I Buy This Product?
It is about:
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–
–
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Advertising
Promotion
Positioning
Competitive Edge
It is not about:
– Technology
Professional Sales Cycle
Value Statement - W.I.I.F.M.
Save Me Time/Make Me Money/Save
Top Producers have a
plan and spend more
time in preparation
1.
2.
3.
4.
Effectiveness
Efficiency
Process Knowledge
Product Knowledge
Professional Sales Cycle
Performance Improvement - 5 P’s
• Perspective
• Plan
• Priorities
• Persistent
• Performance
Professional Sales Cycle
Why do people buy? Emotion/W.I.I.F.M.
Feature = What it is, characteristic
Benefit = What it does for me, value of a
feature to a customer
Value Statement = What it does for me that
creates a positive emotion
Professional Sales Cycle
“Selling is a process of uncovering and satisfying
customer needs”
Needs = a customer want or desire that can be satisfied by your product or
service; expectation.
The key words that customers tend to use when express needs include:
- need
- want
- like
- interested in
- looking for
- wish
Customer needs are the focal point of any sales interaction.
Professional Sales Cycle
Opportunity: a customer problem or dissatisfaction that can be
addressed by your product or service
Need Satisfaction Selling Skills
P = Probing, to gather information & uncover needs
S = Supporting, to satisfy customer needs w/benefits
C = Closing, to gain customer commitment
Remember, “Prescription before diagnosis is
malpractice.”
Professional Sales Cycle
Key Points of any Sales Presentation
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•
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•
•
•
•
Never argue
I must be sold first
If I say it, they doubt it
If I ask and the customer tells me, it’s fact
If I’m telling, I’m not selling
If the customer is telling, he/she is buying
If I ask questions, the customer can answer he’s/she’s glad and on
my team
• Never ask a question that you don’t know the answer to or that
you haven’t already given the answer to
Professional Sales Cycle
Buying Signal
Need
The Sales Cycle
Never Changes:
Probe
Close
Probe
Support
Close
Support
Professional Sales Cycle
“Funnel Technique”
Start with broad, open-ended questions
Ask more specific, close-ended questions to fill in details
Why Ask Questions?
To gain a good understanding of the customer’s needs
3 directions for Questions:
1. Expanding
2. Clarifying
3. Re-Directing
Professional Sales Cycle
Sales Balance Wheel
*Preparation
Close
Customer Preparation
Model Walk Through
My Introduction
Overview
Community Review
Why your community?
Professional Sales Cycle
Need Satisfaction Selling Skills
Step #1 = Probing, to gather information & uncover needs
Two types of probing questions:
1. Open - Drive conversation, keep control
Begin with: How, Tell me, What, When, Where, Why
Exercise: Write an open probe question using one of the
above words.
Professional Sales Cycle
Step #1 continued = Probing, to gather information &
uncover needs
2nd type of probing questions:
2. Closed - Used to verify information, call for one word
answers.
Begin with: Do, Are Which, Have, Who, Is, Does, Has
Exercise: Write a closed probe question using one of the
above words.
Professional Sales Cycle
Step #2 = Supporting, to satisfy customer needs w/benefits
Probing uncovers needs. Next, “support” these needs with a
feature of our product.
Exercise: Write a supporting question using a feature of our
product.
Professional Sales Cycle
Step #3 = Closing, to gain customer commitment
It is now time to gain agreement from our customer by asking
a “Trial Close” question. Always wait for a response!
“He who speaks first, loses!”
Exercise: Write a trial close question using a feature and
benefit.
Professional Sales Cycle
Objections vs. Conditions
Objection = When a customer says or feels that
our product does not have enough value for them.
Conditions = Reasons that prohibit the customer
from buying.
Key is to identify which one your customer
has given you, and respond accordingly.
Professional Sales Cycle
A.A.A. Structure for Rebuttals
Step 1: Acknowledge
Step 2: Answer
Step 3: Ask
“If they are asking a question or offering an objection, they
are interested”
Professional Sales Cycle
“Selling is a process of uncovering and
satisfying customer needs””