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1、SOLUTIONSELLINGIntegrationofKnowledgeandSkills IndustryKnowledge ProductKnowledge SellingSkills PeopleSkills SolutionSelling SSisaboutprocessS Smakesyoudifferentbythewayyousell Insellinganintangibleproducttoagenerallynonexpertbuyer processwillwinThesellersexecutingthebestprocesswillwin InSS youareno
2、tsellingaproduct butratheravisionabouthowthingscanandshouldbe BuyermustfeelgoodabouttheprocessRedefinesellingto helpingpeoplebuy facilitating MRP ERP HighDifficultySelling Conceptual intangiblevs physical tangibleDifficulttolearnandexplainPerceivedasexpensivePerceivedascomplexRequiresmajorchangebyth
3、ebuyerSoldtocommitteesSmallorganizationssellingtolarge BASICPRINCIPLES NOPAIN nochangeDiagnosebeforeyouprescribeThreelevelsofbuyerneedPeoplebuyfrompeoplePeoplemakeemotionaldecisionsforlogicalreasonsPowerbuysfrompower Product buyervisualizationYoucan tsellsomeonewhocan tbuy BuyingCycle DefineNeedsEva
4、luateAlternativesRiskEvaluationandAction SHIFTINGBUYINGCONCERNS RiskCostNeedSolution ALIGNMENTOFBUYING SELLING Phase Phase Phase BuyerNeedDefinitionEvaluateAlternativesTakeActionDoIneedtochange IsthereaSolution ShouldIdoit WhatdoIneed Whichonemeetsmyneed Whataretheconsequences CanIaffordit SellerNee
5、dDevelopmentProofClosetheSaleDefinetheirneedswithourDemonstratehowproductWhyus productbias meetsdefinedneeds Whynow Qualifybuyingprocess SMARTBUYERS Neversolesource Assignsponsorstoeachalternative Neverletyouknowyouarelosing Neverletyouknowyouarewinning Pricenegotiateinreversepreferenceorder Maylie
6、Areawareofyourdeadlines HOWORGANIZATIONSBUY RequirementsABC HOWPEOPLEBUY LatentpainPainVisionofsolutionMatchvisionCostjustifyOvercomefearofriskPricejustify LATENTPAINvs PAIN CURRENTACTIVEEVALUATIONS LATENTPAINPAIN THREELEVELOFNEED LevelOne LatentLevelTwo PainLevelThree VisionofaSolution DEFINITIONOF
7、NEEDS LevelOne Potentialneedsforaproductorserviceinthemindoftheseller LatentneedareusuallyeitherignoranceorLatentPainration alizations Apotentialsolutionexistsorhaspreviouslyattemptedtofindasolutionandwasunsuccessful Itiswas tooexpensive or toorisky or toocomplicated ect LeverTwo Complaintstatements
8、bythebuyeraboutproblems difficultiesordissatisfactionwiththeexistingsituation i e pain ComplaintstatementsindicatethatthebuyerPainknowhe shehasaproblem butdoesnotknowhowtosolveit LeverThree Capabilitystatementsbythebuyerindicatingthatthebuyeracceptsresponsibilityforsolvingtheproblemandspecifyingthep
9、recisecapabilitiesneededtodealVisionofwiththeproblem ThesellermustparticipatepersonallyaSolutioninthedevelopmentoftheneedinorderforittobeaqualifiedneed PAINSHEET POSSIBLEREASONSPOSSIBLEIMPACTPOTENTIALSOLUTION Pain notmeetingsalesgoalsSituation VPSales F1000CompanyOurproduct SatelliteBusinessTelevisi
10、on Isitbecause oflackofproductknowledgeinthefielddueto complexproductfrequentproductchangesdynamicmarketplacelarge ofsalespeoplegeographicallydispersedsalesforcedisparityinsalesexperiencecostoftrainingfinite ofproduceexpertsfieldsalespeopleneedmore facetime withcompanyleadership Isthiscausing missed
11、revenuetargetsincreasedtravelexpenseslowerprofitsIstheVPFinanceconcerned productmanagerslivingonairplanescostlyproductrolloutserodingmarketshareIstheVPMarketingimpacted Doeshefeelthesalesforceisnotproperlyexecutingproductstrategy impactoncompany sgrowthimpactonfutureproductstrategyimpactonstockprice
12、IstheCEOaffected frustrationmoraleproblemturnover Whatiftherewereawayforyouto reachallfieldlocationssimultaneouslywhereyoucouldpersonallypositiontheproductintroducetheproduce marketexpertdemonstratetheproductwithimmediatelivefeedbackselectany allfieldlocationwhenyouneedtocontinuetotrainyournewemploy
13、eeswithouttraveleliminate informationfloat byreachingallfieldpeoplesimultaneouslyincreaseproductknowledgewhilereducingthecostoftraining FIRSTCALLWORKSHEET Seller sactivity Buyer sdecisionto 1 Establishrapport2 IntroducecallObjectiveMissionstatementGeneralintroductionSpecificadvantages references3 As
14、ksituationquestionsPainquestionsPriority criticalissuesQualifiedNeeds4 Makebenefitsstatements5 Closeagreementtoexplorefurther6 Askopenquestion Howwouldyouliketoevaluatemycompany ProposalNonewinformationPre proposalreviewVolunteeredaccesstopowerSchedule endcallDidnotvolunteeraccessGoto 77 Getprospect
15、toproject Let ssayyoubecomeconvincedwecangiveyouthecapabilityyouneed nowwhat Prospectshouldrevealpower 8 Bargainproof stillundefined foraccesstopowerBargained endcall writesponsorletterWouldnotbargain askforintroductiontoanotherpersoninfirm ListenDecidethatthispersonisdifferentfromothersalespeopleGi
16、veinformationAdmitpainDiscussreasonsforpainorganizationTakeresponsibilityAttempttovisualizeAgreethatsolutionispossibleExpressdesiretosolveAgreetoexploreSharefurtherinformationGiveyouaccesstopowerRevealidentityofpowerSponsoryouifyouprove PHONEPROSPECTING CallPreparation Referencestory Situation CriticalIssue Reasons Solution Weprovided Result PhoneScript Thisis with Wehavebeenworkingwith forthelast years Oneofthechiefconcernswearehearingfromother istheirfrustrationwith Wehavebeenabletohelpourcust
