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1、SOLUTION SELLING Integration of Knowledge and Skills,Industry Knowledge,Product Knowledge,Selling Skills,People Skills,Solution Selling,SS is about process S.S makes you different by the way you sell. In selling an intangible product to a generally nonexpert buyer-process will win The sellers execut
2、ing the best process will win. In SS,you are not selling a product,but rather a vision about how things can and should be. Buyer must feel good about the process Redefine selling to “helping people buy-facilitating”,MRP/ERP: High Difficulty Selling,Conceptual/intangible vs. physical/tangible Difficu
3、lt to learn and explain Perceived as expensive Perceived as complex Requires major change by the buyer Sold to committees Small organizations selling to large,BASIC PRINCIPLES,NO PAIN,no change Diagnose before you prescribe Three levels of buyer need People buy from people People make emotional deci
4、sions for logical reasons Power buys from power “Product”= buyer visualization You cant sell someone who cant buy,Buying Cycle,Define Needs Evaluate Alternatives Risk Evaluation and Action,SHIFTING BUYING CONCERNS,Risk Cost Need Solution,ALIGNMENT OF BUYING & SELLING,Phase Phase Phase Buyer Need Def
5、inition Evaluate Alternatives Take Action Do I need to change? Is there a Solution? Should I do it? What do I need? Which one meets my need? What are the consequences? Can I afford it? Seller Need Development Proof Close the Sale Define their needs with our Demonstrate how product Why us? product bi
6、as. meets defined needs. Why now? Qualify buying process.,SMART BUYERS,Never sole source. Assign sponsors to each alternative. Never let you know you are losing. Never let you know you are winning. Price negotiate in reverse preference order. May lie. Are aware of your deadlines.,HOW ORGANIZATIONS B
7、UY,Requirements A B C,HOW PEOPLE BUY,Latent pain Pain Vision of solution Match vision Cost justify Overcome fear of risk Price justify,LATENT PAIN vs. PAIN,CURRENT ACTIVE EVALUATIONS,LATENT PAIN PAIN,THREE LEVEL OF NEED,Level One: Latent Level Two: Pain Level Three: Vision of a Solution,DEFINITION O
8、F NEEDS,Level One: Potential needs for a product or service in the mind of the seller.Latent need are usually either ignorance or Latent Pain ration-alizations.A potential solution exists or has previously attempted to find a solution and was unsuccessful.It is was “too expensive”or “too risky”or “t
9、oo complicated”,ect. Lever Two: Complaint statements by the buyer about problems, difficulties or dissatisfaction with the existing situation, i.e. pain.Complaint statements indicate that the buyer Pain know he/she has a problem,but does not know how to solve it. Lever Three: Capability statements b
10、y the buyer indicating that the buyer accepts responsibility for solving the problem and specifying the precise capabilities needed to deal Vision of with the problem .The seller must participate personally a Solution in the development of the need in order for it to be a qualified need.,PAIN SHEET,
11、POSSIBLE REASONS POSSIBLE IMPACT POTENTIAL SOLUTION,Pain: not meeting sales goals Situation: VP Sales,F1000 Company Our product: Satellite Business Television,Is it because of lack of product knowledge in the field due to: complex product frequent product changes dynamic marketplace large # of sales
12、 people geographically dispersed sales force disparity in sales experience cost of training finite # of produce experts field sales people need more “ face time”with company leadership,Is this causing missed revenue targets increased travel expenses lower profits Is the VP Finance concerned? product
13、 managers living on airplanes costly product rollouts eroding market share Is the VP Marketing impacted? Does he feel the sales force is not properly executing product strategy? impact on companys growth impact on future product strategy impact on stock price Is the CEO affected? frustration morale
14、problem turnover,What if there were a way for you to reach all field locations simultaneously where you could personally position the product introduce the produce/market expert demonstrate the product with immediate live feedback select any/all field location when you need to continue to train your
15、 new employees without travel eliminate “information float:by reaching all field people simultaneously increase product knowledge while reducing the cost of training,FIRST CALL WORKSHEET,Sellers activity: Buyers decision to:,1.Establish rapport 2.Introduce call Objective Mission statement General introduction Specific advantages/references 3.Ask situation questions Pain questions Priority;critical issues Qualified Needs 4.Make benefits st
