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This file contains hidden or bidirectional Unicode text that may be interpreted or compiled differently than what appears below. To review, open the file in an editor that reveals hidden Unicode characters. Learn more about bidirectional Unicode charactersOriginal file line number Diff line number Diff line change @@ -1,6 +1,7 @@ SPIN Selling seminar ==================== * Introduction by Pierre-Rich (sp?) of BusBuddy * Seminar by Marc Lamarre, sells Godin Guitar * http://blog.busbud.com/2014/04/28/busbud-skillcamp-mastering-sales-skills/ * Neil Rackham wrote the book: @@ -70,6 +71,7 @@ Situation questions * waste customers time, so do research in advance * should be targeted to customer problems Problem questions * probe difficulties, prompt for implied needs @@ -78,6 +80,7 @@ Problem questions * AREAS: cost, revenue, efficiency, morale, image/reputation, reliability/performance, customers, innovation, ease-of-use * taylor these questions to your audience (don't ask CEO about ease-of-use) Implication questions * Find related problems from perceived problems (your ease-of-use issues are losing customers) @@ -90,8 +93,76 @@ Implication questions * Cost associated with problems * Hassles (morale/training/turnover/unhappyness) Need-payoff questions * develop desire, promise solution * don't ask this too early, first develop the problem (else rouse suspicion) * develop from implied need to explicit need * encourage buyer to talk about benefit from transaction.. * I.C.E. (Identify, Clarify, Expand) (Also useful for Problem questions) * ask closed (leading) ended question to IDENTIFY explicit need (useful for prompting, in the next phase) * ask open & closed questions to CLARIFY the explicit need * ask open & closed questions to EXPAND on the long-term benefits of your solution Demos ----- * of FEATURES (&, price, accessories); low impact * of ADVANTAGES (linked to features); sufficient impact * of BENEFITS (solutions to explicit needs); high impact (during complex sales) Buyer's reactions ----------------- * Features => COST objection * Advantages => question the VALUE of these advantages * Benefits => no problems Closing questions ----------------- * Win or lose, but this works better for simple, transaction sales; no revenue risks * In complex sale: Advance (next step), Continuation (repeat later) Always Be Closing ----------------- * Opening: plan realistic advance and plan B * Investigating: keep closing strategy in mind! * Demo: show benefits for closing. 3 Steps to Closing ------------------ * check that concerns are resolved, * summarize the benefits * propose a realistic commitment (advance) Managing vs Preventing Objections --------------------------------- * Typical flow: Advantages => Objection => Management of objections * Better: ask need-payoff questions, learn needs, offer benefits, no objections How to apply new skills efficiently? ------------------------------------ * Practice one skill at a time. * Practice at least 3 times * quantity before quality * secure situations What to do ---------- * Study: listen to charlie rose, larry king, caesar milan * Do homework, validate information without boring * Know your industry, company, competition * Prepare a lot of questions, don't underestimate length of sales call * Lead questions that show your advantages relative your competitions * Plant "bombs", prepping your customer to be resistant to your competitors * SWOT * Be aware of hurtful questions (painful) * Never assume, always confirm * Practice new skills -
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This file contains hidden or bidirectional Unicode text that may be interpreted or compiled differently than what appears below. To review, open the file in an editor that reveals hidden Unicode characters. Learn more about bidirectional Unicode charactersOriginal file line number Diff line number Diff line change @@ -0,0 +1,97 @@ SPIN Selling seminar ==================== * Seminar by Marc Lamarre, sells Godin Guitar * http://blog.busbud.com/2014/04/28/busbud-skillcamp-mastering-sales-skills/ * Neil Rackham wrote the book: * PDF: http://trainings.altpere.com/downloads/GYC/books/Spin%20Selling.pdf Agenda ------ * Sale and buying cycles * Implied vs explicit needs * SPIN * Demo capab * Obtaining commitment * Preventing objections * Devel new skills Traditional Sales Cycle ----------------------- * Planning phase (who to target) * Prospect (find people to sell to) * Opening (come up with something he wants to hear) * Investigation (what they need) * Demo (present products and services) * Obtaining commitment (closing) * Following-up (start again) Traditional Buying Cycle ------------------------ * Changes over time lead to problems * Recognition of needs * Evaluation of options * Resolution of concerns * Decision * Implementation 4 stages of sales call according to SPIN: ----------------------------------------- * Opening: prelim, purpose, permission to proceed (promise them only 4 minutes) * Investigation: * most important stage * implied vs explicit needs * Demo * present, describe Features, Advantages, Benefits * Main source of objection in complex sales * Closing * check key concerns, summarize benefits, propose realistic commitment Development of needs -------------------- * IMPLIED NEEDS * Unknown (Problems, Difficulties, Dissatisfaction) * OK for simple "transactional" selling * EXPLICIT NEEDS * ... (Needs, desires, wishes) * required for complex "consultative" sales SPIN (Situation, Problem, Impolication, Needs-payoff) ----------------------------------------------------- Situation questions * facts, background, ... * waste customers time, so do research in advance * should be targeted to customer problems Problem questions * probe difficulties, prompt for implied needs * great interest to the customer (his problems!) * plan these ahead of time, to ensure they're covered; get 3+ with follow-up Qs * AREAS: cost, revenue, efficiency, morale, image/reputation, reliability/performance, customers, innovation, ease-of-use * taylor these questions to your audience (don't ask CEO about ease-of-use) Implication questions * Find related problems from perceived problems (your ease-of-use issues are losing customers) * develop implied need to other problems * IMPORTANT * B.O.T.C.H.: * Backlog/bottleneck (efficiency) ("Does it affect other tasks?") * Other people ("Who else than you is affected by this??") * Time (needed, waster, lost) * Cost associated with problems * Hassles (morale/training/turnover/unhappyness) Need-payoff questions * develop desire, promise solution * don't ask this too early, first develop the problem (else rouse suspicion) * develop from implied need to explicit need * encourage buyer to talk about benefit from transaction