1. Preapproach and Telephone Techniques Making the Presentation
Sales Cycle Framework for Relationship Selling
Prospecting
Preapproach and Telephone Techniques
Service after the Sale
8 STEP SALES CYCLE
Closing the Sale
The Approach
Handling Objections
Need Discovery
Making the Presentation

2. Need Discovery and The Sales Cycle
Need Discovery is often more important than any other step in the Sales Cycle.
Need discovery is the foundation upon which a successful sale is built.
Asking questions is called “discovery” because you want prospects to feel they have “discovered” a solution to their needs.
People are often unaware of a problem… Until they are asked about it!

3. Specific Planning of Questions
Your questions have 4 Key Objectives:
To discover the prospects “hot button”
To establish purchase criteria
To agree upon a time frame for completion of negotiations
To gain agreement on the problem before beginning the actual presentation

4. Implication questions Need-payoff questions
The SPIN® Technique
Situation questions
Problem questions
Implication questions
Need-payoff questions

5. The SPIN® Technique (Neil Rackham)
Situation Questions:
Data-gathering questions
Uncover facts and background only
They should be non-threatening and help built an atmosphere of trust
Normally closed-ended
Problem Questions:
Questions that explore needs
Helps define the prospect’s needs more explicitly
Used to search for areas where your services are needed

6. The SPIN® Technique Implication Questions: Need-Payoff Questions:
Used to build up the seriousness of the problem in the mind of the prospect
Phrasing is critical
Attach a bottom-line figure to the question
Need-Payoff Questions:
Questions that get prospects to tell you the benefits your solution offers
Helps build the value of your solution
Creates a positive problem-solving atmosphere

7. Common Questioning Techniques
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
Reinforce prospect commitment to a specific position

8. Common Questioning Techniques
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 simple “yes” or “no”
Often begins with, “How do you feel?” or “What do you think?”
Stimulates prospect’s thinking and increases the dialogue
Helps determine the dominant buying motive (rational or emotional)
Uncovers the true personality or behavioral style of the prospect

9. Classification of Questioning Techniques
Amplification Questions
Internal Summary
Getting Agreement on the problem

10. Classification of Questioning Techniques
Amplification Questions - Designed to encourage prospects to continue providing information and explanations). Examples are:
1. Double-Check Questions
A means of giving feedback
Involves restating or rephrasing the prospect’s remarks
Clarifies your impression of the situation
2. Nonverbal Gestures
Use visual cues (nodding head or leaning forward)
A slightly raised eyebrow or inquiring look

11. Amplification Questions (cont.)
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
Ask more about a topic your have researched about the company or about the company’s history

12. Classification of Questioning Techniques
Internal Summary Questions:
Designed to summarize what you understood the prospect to mean and helps them see things from your perspective
Repeat or rephrase part of the prospect’s last response
Can underscore an important point on which you already agree
Getting Agreement:
Formally state the problem… and get the prospect to agree
Never begin a presentation until a problem has been clearly established

13. Listening Avoid prejudgment Be patient Take notes
Wait until you hear the ENTIRE message before you formulate your response
Be patient
Don’t interrupt… give them time to complete their answers
Take notes
The act of writing key words reinforces your understanding

14. Listening In other words… Use your silence strategically!! Reinforce
Anchor in your prospect’s mind the points that are most important to them
Capitalize on Speed of Thought
We speak at 150 words per minute, but we can listen at up to 600 words per minute
All of that spare listening time is valuable
Anticipate where your prospect is going
Mentally summarize the message
Formulate a response
Listen between the lines