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Identifying Needs by Questioning and Listening. Learning Objectives: Understand the purpose of asking questions. Learn how to select questioning tactics appropriate for the sales situation. Study specific questioning techniques. Examine SPIN® Selling and its applications. - PowerPoint PPT Presentation
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Identifying Needs by Questioning and Listening
Learning Objectives: Understand the purpose of asking questions. Learn how to select questioning tactics appropriate for
the sales situation. Study specific questioning techniques. Examine SPIN® Selling and its applications. Understand the functions served by various types of
questions. Appreciate the importance of listening in sales. Become acquainted with techniques for improving
listening skills.
CHAPTER 10
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• Provides a roadmap for you to follow• Allows prospects to discover their problems
for themselves• Determine prospect’s buying criteria • Salesperson as a diagnostician
The Purpose of Asking Questions
Salespeople should become “Doctors of Selling”
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• Need discovery is more important than any other step in the sales cycle
• Plan your questions in sequence to gain information in a logical order
• Research findings suggest that successful sales interactions:– Contain more requests for information then
opinions– Contain fewer statements of disagreement– Closing is directly linked to questions
Need Discovery and The Sales Cycle
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• Elements of a good transition:– Provide a logical agenda– Request permission to ask questions– Plan questions in a logical sequence– Predict all possible answers– Prepare a smooth transition from each possible
answer
Transition From Approach
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• Four Key Objectives:1. To discover the prospects “hot button”2. To establish purchase criteria3. To agree upon a time frame for completion of
negotiations4. To gain agreement on the problem before
beginning the actual presentation
Specific Planning of Questions
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• Causes prospects to withdraw or to become angry• Do not keep the prospect pinned down with a
ceaseless chatter of oral machine-gun fire• Avoid attempting to force or manipulate answers
you want to hear
Asking Questions
Asking questions in rapid-fire machine-gun fashion…
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• Phrase each question so that it has only one clearly focused purpose– Questions are easily misunderstood by most
people• Avoid technical language or terms unique to
your company or product that might confuse the prospect
Strategic Recommendations
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Ask questions that help reveal the social style of the prospect Amiables and analyticals
take longer to respond. So you must be more patient.
Drivers are task oriented. Show them how they can win.
Expressives show a more personal orientation. Use testimonials and showmanship.
Strategic Recommendations
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SPIN Selling in Action
ITUATION QUESTIONS: DATA-GATHERING QUESTIONS. UNCOVER FACTS AND BACKGROUND INFORMATION
ROBLEM QUESTIONS: HERE YOU HELP PROSPECTS DEFINE THEIR NEEDS EXPLICITLY
MPLICATION QUESTIONS: GET THE PROSPECT TO DISCUSS THE PROBLEM AND HOW IT MIGHT BE IMPROVED
SPIN EED-PAYOFF QUESTIONS: HELP TO BUILD UP THE VALUE OF YOUR
PROPOSED SOLUTION IN THE CUSTOMER’S MIND
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Closed End Questions:(Structured alternatives, multiple choice type)
• Uncover specific facts• Reduce prospect tension because they are
easy to answer• Check understanding and receive feedback• Maintain control by directing the flow of
conversation• Cement prospect commitment to a specific
position
Common Questioning Techniques
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Open End Questions:(Identify a topic but do not provide structured
alternatives)
• Allows the prospect to move in any direction• Cannot be answered with a yes or no• Ordinarily begins with, “How do you feel?”, or “What do you
think?”• Stimulates the prospect’s thinking and increases the dialogue• Helps uncover the dominant buying motive• Uncovers the true personality or behavioral style of the
prospect
Common Questioning Techniques
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Amplification Questions :1. Double-Check Question - restate or rephrase
the prospects remarks. Tells prospects:– That you have been listening– That you understand their concerns– That what they say is important to you– That they are making themselves clear
2. Nonverbal Gestures– Use visual cues (nodding head or leaning forward)– A slightly raised eyebrow or inquiring look
Classification of Questioning Techniques
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3. Use of Silence– Indicates to prospect that you do not quite
understand– Allows you to relax the pace of the interview– Gives you time to think before answering– Gives prospects a chance to express their feelings
4. Continuation Questions– They simply encourage more communication from
the prospect– Use a few words or phrases to keep the prospect
talking
Amplification Questions (cont.)
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• Checks for mutual understanding• Allows the salesperson to rephrase what the
prospect appears to have intended• Invites the prospect to expand or clarify any
point of disagreement• Narrows down generalizations and clears
ambiguities
Advantages of Amplification Questions
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Internal Summary (Reflective) Questions :• Repeat or rephrase part of the prospect’s last response• Gets the prospect to see things from your perspective• Can underscore an important point
Getting Agreement on the Problem:• Formally state the problem• Confirm with the prospect that agreement on problem
has been reached
Classification of Questioning Techniques
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Listening Effectively Isn’t Difficult…Just Unusual
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• Avoid prejudgment
• Be patient
• Take notes
• Reinforce
• Listen for ideas, do not try to get every fact
Improving Listening Skills
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Capitalize on Speed of Thought:• We speak at 150 words per minute, but we
can listen at up to 600 words per minuteUse this spare thinking time to:• Anticipate where your prospect is going• Mentally summarize the message• Formulate a response• Listen between the lines• Use silence strategically
Improving Listening Skills