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1、Solution Selling1A Powerful Tool for Salespeople Who is Selling a Combination of Products, Services and Concepts1 A new approach to generate prospects and new business. A behaviorally-correct technique for developing buyer needs, specific to your product, service and concept. An integrated buyer-qua
2、lification model which targets access to power, committee decisions, and the negotiation of the sales cycle. A prototype for developing sales tools, specific to your products and markets, which enables sales people to succeed immediately while they gain the expertise they will need long term. A set
3、of tools which enables management to manage pipeline, assign prospecting activity, control the cost of sales, and predict future business more accurately.Sales Training Components2Diagnostics and Power Based Selling Both are sales models which integrate with and expand Sales Training. Diagnostics se
4、lling helps in the area of needs processing and decision management. Power Base Selling helps establish a political influence strategy and a competitive sales strategy.3THE TRADITIONALPROCESSTHE DIAGNOSTIC PROCESSUNSTABLE RELATIONSHIPSTABLE RELATIONSHIPClosePresentationProblem SolvingQualifying45%35
5、%15%5%5%10%35%50%AgreementPresentationDesign Solutions Problem SolvingDiagnosisTraditional vs. DiagnosticTraditional vs. Diagnostic4Sales Process Overview Target potential opportunities Pre-call planning and research Create curiosity and hope Rapport, credibility, credentials Develop buyer and user
6、needs determine pain, critical issues diagnose reasons with bias toward offerings determine impacts across the organization - who, how, financial create, participate in, reengineer buyer visions clarify expectations and ownership Agree on evaluation criteria5 Determine capabilities needed to meet bu
7、yer vision Present offerings Buyer acceptance of offerings Mutually agree on ROI Negotiate a win/win profitable agreement Implement as agreed, measure success criteria Continue to develop relationship Use success to leverage other opportunitiesSales Process Overview (cont)6High Difficulty Selling Co
8、nceptual/intangible Difficult to learn and explain Perceived as expensive Perceived as complex Requires major change by buyer Sold to committees Small organization selling to large7Superior SellerSituation KnowledgeCapability KnowledgePeople SkillsSelling SkillsSituational FluencySituational Fluency
9、-Align with your buyer-Align with your buyer8Basic Principles No PAIN, no Change Diagnose before you prescribe Three levels of Buyer PAIN People buy from people Power buys from power “Product” = Buyer VISUALIZATION You cant sell to someone who cant buy9Latent Pain Vs. PainLATENT PAINPAINCURRENT ACTI
10、VE EVALUATIONS10Three Levels of Buyer PainLevel One: LATENT PAINLevel Two: PAINLevel Three: VISUALIZATION11Definition of Needs Level One: Latent Pain Potential needs for a product or service in the mind of the seller. Latent needs are usually either ignorance or rationalizations. A potential buyer i
11、s unaware that a potential solution exists or has previously attempted to find a solution and was unsuccessful. It is/was “too expensive” or “too complicated” or “too risky”, etc. Level Two: Pain Complaint statements by the buyer about problems, difficulties or dissatisfaction with the existing situ
12、ation, ie pain. Complaint statements indicate that the buyer knows he/she has a problem, but does not know how to solve the problem. Level Three: Vision of a Solution Capability statements by the buyer indicating that the buyer accepts responsibility for solving the problem and specifying the precis
13、e capabilities needed to deal with the problem. The seller must participate personally in the development of the need in order for it to be a qualified need.12Definition of Needs (cont) Vision of a Solution NOTE: When a buyer has a vision of a solution, he does not expect the seller to solve the pro
14、blem, but can now “see” himself solving the problem in his mind. He is enabled.13Examples of Needs Level One: Latent NeedsPeople standing in line for transactions on their lunch hour at the bank. Inventory build-up due to obsolete parts. People manually re-keying data from unlike financial systems.
15、An entrepreneur with no disability insurance. Level Two: Pain“We are losing customers because people hate standing in long lines”. “Our inventory is much too high.” “The re-keying errors are killing us”. “Im worried about what will happen to my business if I get sick.” Level Three: Vision of a Solut
16、ion“We need to be able to handle the average banking transaction in under 60 seconds”. “I need to be able to sort my inventory by date of last use.” “We need the ability to consolidate data from unlike systems without re- keying.” “I need the ability to generate X dollars of income even if I am disabled”.14Types of Approval Spons
