Description
It describes different selling strategies in sales management for example solutions selling, consultative selling, team selling, system selling, technical selling and multi level selling. It also describes different approaches of selling like ADAPT selling, SPIN selling and FAB selling.
SELLING APPROACHES
BROAD SELLING STRATEGIES
• Solutions Selling
– Emphasis away from Products
• Consultative Selling
– Studying in the system, Analyze, Suggest
• Team Selling
– Selling a CNC Machine
• Systems Selling
– Personal Computing Systems
• Technical Selling
– Photocopiers
• Multi Level Selling
– Relationship
TYPES - APPROACHES
• ADAPT Selling • SPIN Selling • FAB Selling
Seller Asks
Seller Tells
How many people do you employ at this location? What is the current level of your production? What are the growth objectives of the company? Which parts of the system create errors? How well are your current suppliers performing? How satisfied are you with the quality of components that you are currently purchasing? What effects do the breakdowns have on your business operations? To what extent are these increases in overtime expenses affecting the profitability? What effect does that problem have on output? If a supplier was never late in delivery how would that affect your overall operations? How would a system that your operators find easy to operate would affect your business? If we provide solution, how would this benefit your company?
Assessment
Discovery
Activation
Projection
If we show how prompt we are on delivery, would you be interested? Would you be interested in a solution that is easier for your operators to use?
Transition
ADAPT SELLING
• Assessment Questions • Discovery Questions • Activation Questions • Projection Questions
• Transition Questions
SPIN SELLING
Developed by Neil Recham, SPIN selling is an advanced needs assessment technique that uses the appropriate application of four types of questions.
SP-
Situation
Problem
IN-
Implication
Need-Payoff
SITUATION QUESTIONS
Definition: Finding out facts about the buyer’s situation
Example: How many people do you employ at this location?
Advice: Eliminate unnecessary SQ’s by doing your homework
PROBLEM QUESTIONS
Definition: Asking about problems, difficulties, or dissatisfactions
Example: Which parts of the system create errors?
Advice: Think of what you’re selling in terms of the problems they solve for your clients
IMPLICATION QUESTIONS
Definition: Asking about the effects or consequences of the buyer’s problems Example: What effect does that problem have on output?
Advice: The hardest to ask… Plan them carefully… in advance
NEED-PAYOFF QUESTIONS
Definition: Asking about the value or usefulness of a proposed solution
Example: If we (provide solution), how would this benefit your company? Advice: Use these to get the buyer to tell you the benefits of your solution… Buyer sells your product to herself!
TYPES OF QUESTIONS
• Direct Question
– “Would you be interested in “X” or “Y”
• Non-Directive Question
– What, When, How, Why, Who, Where etc
• Rephrasing Question
– You are saying that price is very important to you. Right sir ?
• Redirect Question
– Would you not agree that new ways of improving productivity are important?
SELLING “Easiflo”
S: Do you use Contortomat machines? B: Yes, three of them. S: And, are they difficult for your operators to use? B: Yes, rather hard, but they eventually learn. S: We could solve that operating difficulty with our new Easiflo system. B: What does your system cost? S: The basic system is about $120,000, and… B: $120,000!!! Just to make a machine easier to use? You must be kidding!
WRONG APPROACH
• Contortomats are hard to use. • $120,000 is far too much money to solve that problem
THE SPIN APPROACH
SPIN APPROACH
Contortomats cause: • Difficulty in use • $25,000 training • Turnover • Overtime costs • Cost of outside work • Loss of quality • Scheduling problems • $120,000 may be a bargain
Build implications. “Let” the customer discover value.
FAB APPROACH
• Features • Advantages • Benefits
FAB APPROACH
• Features
– Physical/tangible characteristics of a product/service
• Advantages
– Performance characteristics of the features
• Benefits
– What is in it for the customer – Convenience in terms of time, money, labor
FAB SELLING TO A GOLFER
• Feature : Solid 1.58” diameter core • Advantage : Higher initial velocity & launch angle • Benefit : Gives more distance on shots and lowers your score.
INTEGRATING ADAPT & FAB
Seller Talks A D A P T
Need Development
F
A B
Buyer Talks
Info gathering ----- Approach-----Presentation----handling resistance----Close-----Follow up
doc_988741754.ppt
It describes different selling strategies in sales management for example solutions selling, consultative selling, team selling, system selling, technical selling and multi level selling. It also describes different approaches of selling like ADAPT selling, SPIN selling and FAB selling.
SELLING APPROACHES
BROAD SELLING STRATEGIES
• Solutions Selling
– Emphasis away from Products
• Consultative Selling
– Studying in the system, Analyze, Suggest
• Team Selling
– Selling a CNC Machine
• Systems Selling
– Personal Computing Systems
• Technical Selling
– Photocopiers
• Multi Level Selling
– Relationship
TYPES - APPROACHES
• ADAPT Selling • SPIN Selling • FAB Selling
Seller Asks
Seller Tells
How many people do you employ at this location? What is the current level of your production? What are the growth objectives of the company? Which parts of the system create errors? How well are your current suppliers performing? How satisfied are you with the quality of components that you are currently purchasing? What effects do the breakdowns have on your business operations? To what extent are these increases in overtime expenses affecting the profitability? What effect does that problem have on output? If a supplier was never late in delivery how would that affect your overall operations? How would a system that your operators find easy to operate would affect your business? If we provide solution, how would this benefit your company?
Assessment
Discovery
Activation
Projection
If we show how prompt we are on delivery, would you be interested? Would you be interested in a solution that is easier for your operators to use?
Transition
ADAPT SELLING
• Assessment Questions • Discovery Questions • Activation Questions • Projection Questions
• Transition Questions
SPIN SELLING
Developed by Neil Recham, SPIN selling is an advanced needs assessment technique that uses the appropriate application of four types of questions.
SP-
Situation
Problem
IN-
Implication
Need-Payoff
SITUATION QUESTIONS
Definition: Finding out facts about the buyer’s situation
Example: How many people do you employ at this location?
Advice: Eliminate unnecessary SQ’s by doing your homework
PROBLEM QUESTIONS
Definition: Asking about problems, difficulties, or dissatisfactions
Example: Which parts of the system create errors?
Advice: Think of what you’re selling in terms of the problems they solve for your clients
IMPLICATION QUESTIONS
Definition: Asking about the effects or consequences of the buyer’s problems Example: What effect does that problem have on output?
Advice: The hardest to ask… Plan them carefully… in advance
NEED-PAYOFF QUESTIONS
Definition: Asking about the value or usefulness of a proposed solution
Example: If we (provide solution), how would this benefit your company? Advice: Use these to get the buyer to tell you the benefits of your solution… Buyer sells your product to herself!
TYPES OF QUESTIONS
• Direct Question
– “Would you be interested in “X” or “Y”
• Non-Directive Question
– What, When, How, Why, Who, Where etc
• Rephrasing Question
– You are saying that price is very important to you. Right sir ?
• Redirect Question
– Would you not agree that new ways of improving productivity are important?
SELLING “Easiflo”
S: Do you use Contortomat machines? B: Yes, three of them. S: And, are they difficult for your operators to use? B: Yes, rather hard, but they eventually learn. S: We could solve that operating difficulty with our new Easiflo system. B: What does your system cost? S: The basic system is about $120,000, and… B: $120,000!!! Just to make a machine easier to use? You must be kidding!
WRONG APPROACH
• Contortomats are hard to use. • $120,000 is far too much money to solve that problem
THE SPIN APPROACH
SPIN APPROACH
Contortomats cause: • Difficulty in use • $25,000 training • Turnover • Overtime costs • Cost of outside work • Loss of quality • Scheduling problems • $120,000 may be a bargain
Build implications. “Let” the customer discover value.
FAB APPROACH
• Features • Advantages • Benefits
FAB APPROACH
• Features
– Physical/tangible characteristics of a product/service
• Advantages
– Performance characteristics of the features
• Benefits
– What is in it for the customer – Convenience in terms of time, money, labor
FAB SELLING TO A GOLFER
• Feature : Solid 1.58” diameter core • Advantage : Higher initial velocity & launch angle • Benefit : Gives more distance on shots and lowers your score.
INTEGRATING ADAPT & FAB
Seller Talks A D A P T
Need Development
F
A B
Buyer Talks
Info gathering ----- Approach-----Presentation----handling resistance----Close-----Follow up
doc_988741754.ppt