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Learning & Skills Council. Solution Selling. Need Development 1. Preparing for meetings. Need Development 1. How much time Setting expectations Setting an agenda Managing the interaction Personal preparation Your research. Need Development 1. The Basis of Relationships.

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Learning skills council

Learning & Skills Council


Solution selling

Solution Selling


Need development 1

Need Development 1

Preparing for meetings


Need development 11

Need Development 1

How much time

Setting expectations

Setting an agenda

Managing the interaction

Personal preparation

Your research


Need development 12

Need Development 1

The Basis of Relationships


Need development 13

Need Development 1

In every sale there are 4 stages

Social – warm up events before the serious selling begins

Discovery – identifying buying needs

Credibility – showing that you are able to deliver a solution

Gaining Commitment – closing the deal or securing the next stage of the sale


Need development 14

Need Development 1

So far we have accomplished the following

Targeted the customer

Identified and engaged the decision maker

Understood the seeker type

Qualified the prospect

Secured an appointment

Next we must use the appointment to understand the real needs or issues the customer faces

Interpret those issues as problems that WBL can solve

Use this as a basis for a relationship

Solution Selling


Need development 15

Need Development 1

Concept of risk

Risk has to be overcome

Higher the risk – high value service

What are the risks associated with WBL & Training

Definition of high value service

‘A service that can not be sold in a single call or visit, where the customer perceives risk in terms of cost, time, hassle, reputation, disruption that must be justified against the potential benefits.’


Need development 16

Rational

Outcomes

Emotional

Need Development 1

  • Relationships are of greatest importance in

    • HIGH VALUE SALES

    • ENCOURAGING REPEAT BUSINESS

  • Relationships help overcome or minimise risk

  • Relationships can only be built on a foundation of

    • Trust

    • Credibility

    • Understanding


Need development 17

Need Development 1

TRUST – imagine it as a recipe

Ingredients that are need include

2kgs of UNDERSTANDING

500g of PRODUCT KNOWLEDGE

PERSONALITY – lightly whisked

1 litre of CREDIBILITY

Notice that the largest ingredient is UNDERSTANDING

Understand your customer and they will love you!


Learning skills council

Need Development 1

Financial rewards

Free time

Personal prestige

Consequences

DO NOTHING

At the start of the sale, the customer perceives that the obstacles to moving forward far exceed any possible benefits.

Cost

Risk

Reputation

Hassle


Learning skills council

Need Development 1

Financial rewards

Free time

Personal prestige

Consequences

DO NOTHING

With relationships in high value sales we are looking to overcome obstacles that the customer perceives. Because we are selling an idea…..we must use the strength of our credibility, product knowledge and understanding of the customer’s problems to remove such obstacles.

Cost

Risk

Reputation

Hassle


Learning skills council

Need Development 1

DO NOTHING

The obstacles tend to be reduced when we increase the value of our solution. We can only do this when we fully understand the positive impact that our solution will have for the customer

Cost

Risk

Reputation

Hassle

Financial rewards

Free time

Personal prestige

Consequences


Learning skills council

Need Development 1

Cost

Risk

Reputation

Hassle

The sales person must use questions to explore the disadvantages of NOT changing. This increases the value of the solution. It is only when we have successfully removed these obstacles and JUSTIFIED the sale that we will be able to progress

Financial rewards

Free time

Personal prestige

Consequences

DO NOTHING


Learning skills council

Opening Questions


Think about how a customer feels about themselves are you happy with yourself

Need Development 1

Think about how a customer feels about themselves

Are you happy with yourself?

Happiness


Need development 18

Need Development 1

Customers who are happy find it difficult to buy solutions because solutions are only any use when there is a problem.

Customers like this line buy seldom.

Happiness


Need development 19

Need Development 1

Engage the customer, get them talking about themselves


Need development 110

Need Development 1

Who is this customer?

Where are they now?

Where have they been?

What do they want to achieve?

How do they plan to achieve it?

What are they doing to achieve it?

Who will lead it?


Need development 111

Need Development 1

Opening questions give you the basis of the sale

Your starting point

Get the customer talking & engaged

Useful information & facts about the company

Company profiling

Personnel facts, interplay of decision makers

Is the customer interested, positive or bored?

What clues are they giving you?

How will you use the answers?


Need development 112

Need Development 1

Opening questions are useful for sales people

But a bit boring for the customer

A common fault of new/ineffective sales people is that they ask too many opening questions


Need development 113

Need Development 1

0-2%

Within the sales process our questioning techniques make an impact and fit into the qualification & Need Analysis spectrum

10%

50%

75%

95-100%

Commitment

Close

Appointment

First contact

Telemarketing completed

Essential qualification

Needs Analysis

Opening Questions


Learning skills council

Issue Questions


Need development 114

Need Development 1

Opening Questions

Opening questions don’t affect happiness

So we need to create a need for our solution by focusing on problem

Issue Questions focus the customer on what is challenging about their business. Have they got problems affecting the efficiency, productivity, profitability of their company?

Happiness


Need development 115

Need Development 1

The opening questions, when used intelligently raise issues that we can explore through issue questions.

Issue questions are only useful when they explore issues that we can solve

Think of issues that WBL solve……suggestions?

How can you get customers thinking about such issues?

What is the value of such an approach?


Need development 116

Need Development 1

The benefit of issue questions is that you identify the specific issues that interest the customer

Ditch the scatter-gun approach

Prioritise the magnitude of those issues

Deal with them accordingly

Only focus on the issues you believe that you can solve


Need development 117

Need Development 1

0-2%

As we uncover issues we start to move the customer’s mind-set. Suddenly there may be a reason to change!

10%

50%

75%

95-100%

Commitment

Close

Appointment

First contact

Telemarketing completed

Essential qualification

Needs Analysis

Opening Questions

Issue Questions


Need development 118

Need Development 1

Opening Questions

Once we have uncovered issues the customer is feeling pretty concerned. Chances are they knew all along about the issues but ignored them (only human). Yet, there is a final step to come!

Next we try to Find the Money to explore the negative impact the problems are having on the business in terms of ££££££s

Happiness

Issue Questions


Need development 119

Need Development 1

Group Activity

Look at the role play scenario

Work through it to explore the situation and current/future issues the customer might have


Learning skills council

Need Development 2


Learning skills council

Finding the Money


Need development 2

Need Development 2

So far we have accomplished the following

Targeted the customer

Identified and engaged the decision maker

Understood the seeker type

Qualified the prospect

Secured an appointment

Started exploring the customer’s situation & plans

Started uncovering potential/existing problems

Next we need to examine the cost of these issues so we can build a financial case


Need development 21

Need Development 2

At this stage we seek to highlight the negative impact of the customer’s current issues

Thinking of possible downsides

Quantify the knoeck-on effects of the downsides

Compound these costs together

Get the customer to feel the severity of doing nothing!


Need development 22

Need Development 2

The aim of this stage of questioning

Raise the importance of the issue

So that the solution has more value

Plus it helps to compare the COST of the problem against the Price of the solution

By Finding the Money you also highlight other sales opportunities

They are really important questions because they help establish a business case for a decision.


Need development 23

Need Development 2

Work in pairs on the following issues

What are the logical knock-on effects – find the money

A stationery company has run out of storage space

A car manufacturer has machinery that breaks down

An IT company has poorly performing sales staff

An electronics firm does not have the latest welding techniques

A local authority department has high sickness rates

A building company relies on casual temp staff


Learning skills council

Introducing the solution


Need development 24

Need Development 2

Before moving on ensure that all issues have been explored.

Get the customer to express how they feel once they have determined the cost of these issues

Then start to explore the impact of solving the problem

Get the customer to explore the ‘Benefits’ of solving the problem

Unlike the previous stages we are now discussing what it would be like for the issues to be cured.


Need development 25

Need Development 2

Opening Questions

Once the customer feels the severity of their issues and understands the full cost we introduce them to the ‘rewards’ of solving that problem

Introduce the solution

Happiness

Find the Money

Issue Questions


Need development 26

Need Development 2

A buying signal shows a customer is willing to buy?

Verbal buying signal

Body language buying signal

Buying signals help guide sales people through the sales process

Buying signals separate the interested from disinterested

Often a buying signal is an invitation to close


Need development 27

Need Development 2

Imagine you find a person attractive at a party

What sort of buying signals would you look for?

How could you tell that they found you attractive?

What signals would tell you they were not interested?

How does this match to sales?


Need development 28

Need Development 2

0-2%

Within the sales process our questioning techniques make an impact and fit into the qualification & Need Analysis spectrum

10%

50%

75%

95-100%

Commitment

Close

Appointment

First contact

Telemarketing completed

Essential qualification

Needs Analysis

Finding the Money


Need development 29

Need Development 2

Group Activity

Look at the role play scenario

Work through it to explore the situation and current/future problems the customer might have


Summary

Summary

Prepare for & predict the likely issues your new customer will face

Solution selling relies upon finding issues to solves

Opening questions uncover the background, current arrangements and future plans of the customer

From the answers to Opening Questions you are signposted to issues that may exist in the organisation

Focus on issues you believe you can solve


Summary1

Summary

Consider the actual cost of the issues you are uncovering

Agree with the customer the nock-on effects of these costs on their business

Explore how the customer would benefit from these issues being solved

Get agreement that ‘do nothing’ is not an option


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