SOLUTIONSELLINGIntegrationofKnowledgeandSkills IndustryKnowledge ProductKnowledge SellingSkills PeopleSkills SolutionSelling SSisaboutprocessS Smakesyoudifferentbythewayyousell Insellinganintangibleproducttoagenerallynonexpertbuyer processwillwinThesellersexecutingthebestprocesswillwin InSS youarenotsellingaproduct butratheravisionabouthowthingscanandshouldbe BuyermustfeelgoodabouttheprocessRedefinesellingto helpingpeoplebuy facilitating MRP ERP HighDifficultySelling Conceptual intangiblevs physical tangibleDifficulttolearnandexplainPerceivedasexpensivePerceivedascomplexRequiresmajorchangebythebuyerSoldtocommitteesSmallorganizationssellingtolarge BASICPRINCIPLES NOPAIN nochangeDiagnosebeforeyouprescribeThreelevelsofbuyerneedPeoplebuyfrompeoplePeoplemakeemotionaldecisionsforlogicalreasonsPowerbuysfrompower Product buyervisualizationYoucan tsellsomeonewhocan tbuy BuyingCycle DefineNeedsEvaluateAlternativesRiskEvaluationandAction SHIFTINGBUYINGCONCERNS RiskCostNeedSolution ALIGNMENTOFBUYING SELLING Phase Phase Phase BuyerNeedDefinitionEvaluateAlternativesTakeActionDoIneedtochange IsthereaSolution ShouldIdoit WhatdoIneed Whichonemeetsmyneed Whataretheconsequences CanIaffordit SellerNeedDevelopmentProofClosetheSaleDefinetheirneedswithourDemonstratehowproductWhyus productbias meetsdefinedneeds Whynow Qualifybuyingprocess SMARTBUYERS Neversolesource Assignsponsorstoeachalternative Neverletyouknowyouarelosing Neverletyouknowyouarewinning Pricenegotiateinreversepreferenceorder Maylie Areawareofyourdeadlines HOWORGANIZATIONSBUY RequirementsABC HOWPEOPLEBUY LatentpainPainVisionofsolutionMatchvisionCostjustifyOvercomefearofriskPricejustify LATENTPAINvs PAIN CURRENTACTIVEEVALUATIONS LATENTPAINPAIN THREELEVELOFNEED LevelOne LatentLevelTwo PainLevelThree VisionofaSolution DEFINITIONOFNEEDS LevelOne Potentialneedsforaproductorserviceinthemindoftheseller LatentneedareusuallyeitherignoranceorLatentPainration alizations Apotentialsolutionexistsorhaspreviouslyattemptedtofindasolutionandwasunsuccessful Itiswas tooexpensive or toorisky or toocomplicated ect LeverTwo Complaintstatementsbythebuyeraboutproblems difficultiesordissatisfactionwiththeexistingsituation i e pain ComplaintstatementsindicatethatthebuyerPainknowhe shehasaproblem butdoesnotknowhowtosolveit LeverThree CapabilitystatementsbythebuyerindicatingthatthebuyeracceptsresponsibilityforsolvingtheproblemandspecifyingtheprecisecapabilitiesneededtodealVisionofwiththeproblem ThesellermustparticipatepersonallyaSolutioninthedevelopmentoftheneedinorderforittobeaqualifiedneed PAINSHEET POSSIBLEREASONSPOSSIBLEIMPACTPOTENTIALSOLUTION Pain notmeetingsalesgoalsSituation VPSales F1000CompanyOurproduct SatelliteBusinessTelevision Isitbecause oflackofproductknowledgeinthefielddueto complexproductfrequentproductchangesdynamicmarketplacelarge ofsalespeoplegeographicallydispersedsalesforcedisparityinsalesexperiencecostoftrainingfinite ofproduceexpertsfieldsalespeopleneedmore facetime withcompanyleadership Isthiscausing missedrevenuetargetsincreasedtravelexpenseslowerprofitsIstheVPFinanceconcerned productmanagerslivingonairplanescostlyproductrolloutserodingmarketshareIstheVPMarketingimpacted Doeshefeelthesalesforceisnotproperlyexecutingproductstrategy impactoncompany sgrowthimpactonfutureproductstrategyimpactonstockpriceIstheCEOaffected frustrationmoraleproblemturnover Whatiftherewereawayforyouto reachallfieldlocationssimultaneouslywhereyoucouldpersonallypositiontheproductintroducetheproduce marketexpertdemonstratetheproductwithimmediatelivefeedbackselectany allfieldlocationwhenyouneedtocontinuetotrainyournewemployeeswithouttraveleliminate informationfloat byreachingallfieldpeoplesimultaneouslyincreaseproductknowledgewhilereducingthecostoftraining FIRSTCALLWORKSHEET Seller sactivity Buyer sdecisionto 1 Establishrapport2 IntroducecallObjectiveMissionstatementGeneralintroductionSpecificadvantages references3 AsksituationquestionsPainquestionsPriority criticalissuesQualifiedNeeds4 Makebenefitsstatements5 Closeagreementtoexplorefurther6 Askopenquestion Howwouldyouliketoevaluatemycompany ProposalNonewinformationPre proposalreviewVolunteeredaccesstopowerSchedule endcallDidnotvolunteeraccessGoto 77 Getprospecttoproject Let ssayyoubecomeconvincedwecangiveyouthecapabilityyouneed nowwhat Prospectshouldrevealpower 8 Bargainproof stillundefined foraccesstopowerBargained endcall writesponsorletterWouldnotbargain askforintroductiontoanotherpersoninfirm ListenDecidethatthispersonisdifferentfromothersalespeopleGiveinformationAdmitpainDiscussreasonsforpainorganizationTakeresponsibilityAttempttovisualizeAgreethatsolutionispossibleExpressdesiretosolveAgreetoexploreSharefurtherinformationGiveyouaccesstopowerRevealidentityofpowerSponsoryouifyouprove PHONEPROSPECTING CallPreparation Referencestory Situation CriticalIssue Reasons Solution Weprovided Result PhoneScript Thisis with Wehavebeenworkingwith forthelast years Oneofthechiefconcernswearehearingfromother istheirfrustrationwith Wehavebeenabletohelpourcust