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1、非常好的解决方案销售培训资料Solution Selling1A Powerful Tool for SalespeopleWho is Selling a Combination ofProducts,Services and Concepts2Diagnostics and Power Based SellingBoth are sales models which integrate with and expand Sales Training.Diagnostics selling helps in the area of needs processing and decision m
2、anagement.Power Base Selling helps establish a political influence strategy and a competitive sales strategy.4THE TRADITIONAL PROCESSTHE DIAGNOSTIC PROCESSUNSTABLE RELATIONSHIPSTABLE RELATIONSHIPClosePresentationProblem SolvingQualifying45%35%15%5%5%10%35%50%AgreementPresentationDesign SolutionsProb
3、lem SolvingDiagnosisTraditional vs.Diagnostic5Sales Process OverviewTarget potential opportunitiesPre-call planning and researchCreate curiosity and hopeRapport,credibility,credentialsDevelop buyer and user needsdetermine pain,critical issuesdiagnose reasons with bias toward offeringsdetermine impac
4、ts across the organization-who,how,financialcreate,participate in,reengineer buyer visionsclarify expectations and ownershipAgree on evaluation criteria6Determine capabilities needed to meet buyer visionPresent offeringsBuyer acceptance of offeringsMutually agree on ROINegotiate a win/win profitable
5、 agreementImplement as agreed,measure success criteriaContinue to develop relationshipUse success to leverage other opportunitiesSales Process Overview(cont)7High Difficulty SellingConceptual/intangibleDifficult to learn and explainPerceived as expensivePerceived as complexRequires major change by b
6、uyerSold to committeesSmall organization selling to large8Superior SellerSituationKnowledgeCapabilityKnowledgePeopleSkillsSellingSkillsSituational Fluency-Align with your buyer-Align with your buyer9Basic PrinciplesNo PAIN,no ChangeDiagnose before you prescribeThree levels of Buyer PAINPeople buy fr
7、om peoplePower buys from power“Product”=Buyer VISUALIZATIONYou cant sell to someone who cant buy10Latent Pain Vs.PainLATENT PAINPAINCURRENTACTIVE EVALUATIONS11Three Levels of Buyer PainLevel One:LATENT PAINLevel Two:PAINLevel Three:VISUALIZATION12Definition of NeedsLevel One:Latent PainPotential nee
8、ds for a product or service in the mind of the seller.Latent needs are usually either ignorance or rationalizations.A potential buyer is 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 risk
9、y”,etc.Level Two:PainComplaint statements by the buyer about problems,difficulties or dissatisfaction with the existing situation,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 SolutionCapability stat
10、ements by the buyer indicating that the buyer accepts responsibility for solving the problem and specifying the precise 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.13Definition of Needs(cont
11、)Vision of a SolutionNOTE:When a buyer has a vision of a solution,he does not expect the seller to solve the problem,but can now“see”himself solving the problem in his mind.He is enabled.14Examples of NeedsLevel One:Latent NeedsPeople standing in line for transactions on their lunch hour at the bank
12、.Inventory build-up due to obsolete parts.People manually re-keying data from unlike financial systems.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
13、”.“Im worried about what will happen to my business if I get sick.”Level Three:Vision of a Solution“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 syst
14、ems without re-keying.”“I need the ability to generate X dollars of income even if I am disabled”.15Types of ApprovalSponsor BeneficiariesAdversariesLegal/Technical/AdministrativeFinancialPower SponsorPOWER16Components of a SalePAIN+POWER+VISION+MOMENTUM+PROCESS=SALE17How People BuyLatent PainPainVi
15、sualizationMatch VisionCost JustifyOvercome Fear of RiskPrice JustifyTake Action18Alignment of Buying&Selling PhasesPhase I Phase II Phase IIINeed Definition Evaluate Alternatives Take Action How much does it cost?Do I need to change?What do I need?Is there a solution?Which one meets my needs?Can I
16、afford it?Should I do it?Consequences?Is it the right price?Define their needs with our product bias.Qualify buying process.Demonstrate how product meets defined needs.Why us?Why now?BUYER:SELLER:Need Development Proof Close the Sale19Buying PhasesTimePhase IPhase IIPhase IIISolutionRiskNeedsCostLevel of Concern20Risk ObjectionsSmile(to yourself)EmpathizeAnswer(if appropriate)Recall painRecall reasonsRecall visionRecall proofNudge21Pain SheetPain:Situation:Our Product:Potential ReasonsImpactCapa
