Selling and getting customers (STING)
By Olof Berglund from STING
00:49 : The secret behind successful selling
06:13 : Sales strategy (problem and solution for who with what effects & USP)
10:57 : The Sales Cycle
16:53 : Question technique - SPIN
21:39 : Graphic's mood of the customer - SPIN
23:10 : Handling sales objections
25:54 : Buying signals
27:05 : Outro and Q&A
The secret behind successful selling
Posing smart and open questions
The buyer always thinks the seller is exaggerating or even lying
The buyer always thinks her opinions are important and correct
The solution is introduced late in the conversation
Sales has nothing to do with logic, justice or rationality
Everything is psychology
Question techniques SPIN
Work with open smart questions that lead to the "probem". Liste actively. You want the buyer to reach their own "desired conclusion" through your questions.
S - Situation questions : Collect important facts. Not too many!
P - Problem questions : What is the buyer dissatisfied with ? How often ? Where ? For how long ?
I - Implication questions : Expose pain. How much sales are you losing? How much money does it represent ?
N - Need questions : What do you want to accomplish ? Focus on solving instead of problem. Help the customer to sell the solution interally with own words.
When you see these buying signals, you should close the deal:
Can I see a demo?
Do you have the product in stock?
What's your delivery time?
Does it have feature X?
Does it come in green?
Does the solution also come with solution Y?
What's the support situation?
Can I talk to a reference customer?