Topic 04 Prof Sales (1).pdf

MODULE 04 Professional Salesmanship MODULE G ALS FLEX Course Material To apply collaborative and two-way comm...

MODULE 04 Professional Salesmanship MODULE G ALS FLEX Course Material To apply collaborative and two-way communication in trust-based selling using verbal and non-verbal communication. Communication Skills To evaluate primary types of questions and how they are applied in selling. To distinguish the ADAPT questioning sequence and the use of strategic questioning in trust-based selling. suppliers and alternative sales offerings by using the multi-attribute model of evaluation. To evaluate the concept of buying teams and ate by NUCCIT the types of purchasing decision..  Sales Communication as a Collaborative Process Trust-based sales communication: A collaborative and two-way form of communication that allows buyers and sellers to develop a better understanding of the need situation and work together to co-create the best response for resolving the customer’s needs. ate by NUCCIT  Verbal Communication: Questioning Salespeople skilled at questioning take a strategic approach to asking questions so that they may: 1 2 3 4 Control the flow and Uncover important Demonstrate concern Facilitate the direction of the information and understanding customer’s conversation understanding ate by NUCCIT  Types of Questions: Controlling Amount and Specificity of Information Open-end Questions “How do you manage your time?” Purposeful, carefully crafted questions can Dichotomous/ encourage thoughtful Multiple- Closed-end responses from the buyer. Choice Questions ate by NUCCIT Questions “Are you a good or bad time manager?” “Do you manage your time well?”  Types of Questions: Strategic Purpose Probing Questions – designed to penetrate below generalized or superficial information 1. Requesting Clarification “Can you share an example of that with me?” 2. Encouraging Elaboration “How are you dealing with that situation now?” 3. Verifying Information and Responses “So, if I understand you correctly… Is that right?” ate by NUCCIT  Types of Questions: Strategic Purpose Probing Questions Evaluative Questions – use open- and closed-end question formats to gain confirmation and to uncover attitudes, opinions, and preferences of customer. “How do you feel about…?” “Do you see the merits of…?” “What do you think…?” ate by NUCCIT  Types of Questions: Strategic Purpose Probing Questions Evaluative Questions Tactical Questions – used to shift or redirect the topic of discussion “Earlier you mentioned that…” “Could you tell me more about how that might affect…” ate by NUCCIT  Types of Questions: Strategic Purpose Probing Questions Evaluative Questions Tactical Questions Reactive Questions – refer to or directly result from information previously provided by the other party. “You mentioned that …Can you give me an example of what you mean?” “That is interesting. Can you tell me how ate by NUCCIT it happened?”  Guidelines for Combining Types of Questions for Maximal Effectiveness Amount of and Specificity of Information Desired ate by NUCCIT  Generate Buyer Involvement Provoke Thinking Gather Information Clarification and Emphasis Show Interest Gain Confirmation ate by NUCCIT Advance the Sale  Situation Questions Definition: Finding out facts about the buyer’s existing situation. Examples: How many people do you employ at this location? Can you please describe your payroll process? Least powerful of the SPIN questions. Negative relationship Impact: to success. Most people ask too many. ate by NUCCIT Eliminate unnecessary Situation Questions by doing your Advice: homework in advance.  Problem Questions Asking about problems, difficulties or dissatisfactions that the Definition: buyer is experiencing with the existing situation. What sorts of challenges do you face with your payroll process? Examples: Have ever had trouble getting the payroll processed on-time? More powerful than Situation Questions. People ask more Impact: Problem Questions as they become more experienced at selling. Think of your products or services in terms of the problems ate by NUCCIT Advice: they solve for buyers—not in terms of the details or characteristics that your products possess.  Implication Questions Definition: Asking about the consequences or effects of a buyer’s problems, difficulties, or dissatisfactions. Examples: How do your employees feel when the payroll process is delayed? Do you have additional expenses as a result of having trouble with the payroll process? How much? The most powerful of all SPIN questions. Top salespeople ask Impact: lots of Implication Questions. ate by NUCCIT These questions are the hardest to ask. Prepare for these Advice: questions by identifying and understanding the implications of various suspected needs prior to the sales call.  Need-Payoff Questions Asking about the value or usefulness of a proposed solution. Definition: They seek the buyer’s opinion as to what life would be like if the problem was solved. How would your employees respond if you could assure them Examples: they will always receive their paychecks on time? Would you like to learn more about how we can help you accomplish this? Versatile questions used a great deal by top salespeople. Impact: These questions help the buyer to understand the benefits of solving the problem. ate by NUCCIT Use these questions to get buyers to tell you the benefits Advice: that your solution can offer.  Funneling Sequence of ADAPT Assessment Questions Discovery Questions Activation Questions Projection Questions ate by NUCCIT Transition Questions  Assessment Questions Broad bases and general facts describing situation Non-threatening as no interpretation is requested Open-end questions for maximum information ate by NUCCIT Examples: What types of operating arrangements do you have with your suppliers? Who is involved in the purchase decision-making process?  Discovery Questions Questions probing information gained in the assessment Seeking to uncover problems or dissatisfactions that could lead to suggested buyer needs Open-end questions for maximum information ate by NUCCIT Examples: I understand you prefer a JIT relationship with your suppliers – how have they been performing? How do you feel about your current suppliers occasionally being late with deliveries?  Activation Questions Show the negative impact of a problem discovered in the discovery sequence Designed to activate buyer’s interest in and desire to solve the problem. What effect does your supplier’s late delivery have on your ate by NUCCIT operation? If production drops off, how are your operating costs Examples: affected, and how does that affect your customers?  Projection Questions Projects what life would be like without the problems Buyer establishes the value of finding and implementing a solution If a supplier was never late with a delivery, what effects would that Examples: ate by NUCCIT have on your JIT operating structure? If a supplier helped you meet the expectations of your customers, what impact would that have on your business?  Transition Questions Confirms interest in solving the problem Transitions to presentation of solution So having a supplier who is never late with deliveries is important to ate by NUCCIT Examples: you? If I can show you how our company ensures on-time delivery, would you be interested in exploring how it could work for your organization?  Verbal Communication: Listening Pay Make No Attention Assumptions Monitor Effective Active Encourage Non-Verbal Listening Buyer to Talk Paraphrase Visualize & Repeat ate by NUCCIT ate by NUCCIT