Week five adaptive selling & solution selling-revised 4-2010

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  • 1. Adaptive Selling & More
  • 2. Why Is Adaptive Selling Important?
  • 3. Adaptive Selling • The ability to use different sales presentations for different customers, and the ability to alter and/or change the tone of the conversation based on the nature of each individual sales call and the behavior of the customer • Adaptive behavior allows you to listen and observe and understand the customer’s needs and the ability to adapt your presentation OR conversation accordingly
  • 4. Adaptive Selling • Salespeople practice Adaptive Selling by: • Creating a sales presentation that addresses customers needs and situation • Mastering communications skills • Being able to process and understand buying signals • Offer customer-specific solutions • Having the ability to identify customer personality types and think like a customer in order to connect and relate to the buyer
  • 5. Adaptive Selling Characteristics
  • 6. Why is Adaptive Selling Important • Allows customers to feel as though they are being treated as individuals rather than “one of the herd” • Your presentation sounds as though it is not a “script” or “canned” • Builds credibility and trust • Engages your prospect/customer
  • 7. The Importance of Adapting To Behavioral Styles of Buyers • Capture personality traits • Assess communication style • Can determine how the buyer will respond • Allows you as a sales person to know how the buyer is • Thinking • Sensing • Feeling • Intuitive How much does it cost?
  • 8. Understanding the Behavior and “Social Style” of a Buyer Source: Putting Adaptive Selling to Work: www.web-books.com
  • 9. Adapting To The Buyer’s Personality  ANALYTICAL/ANALYZER – HOW  Well organized and orderly  Conservative personality  Likes facts, figures and details  Makes decisions slowly and usually works alone  Direct and to the point and considers themselves as experts  Good problem solving skills  Needs:  To be right and does not like to be challenged  Time for decisions  Detailed explanations  To know the rules
  • 10. Adapting To The Buyer’s Personality Driver/Controller – “WHAT” (Low Responsiveness and High Assertiveness) Technical background Likes to have control Likes facts and figures Likes to win and is very competitive Direct and to the point Makes decisions quickly Does not have “warm and fuzzy personality” NEEDS Control Options To make decisions Actions and results TO WIN
  • 11. Adapting To The Buyer’s Personality • EXPRESSIVE – “WHO” (High assertiveness and High responsiveness) • Warm and approachable and likes to build relationships that create positive results and recognition and status • Persuasive, nurturing and engaging • Creative and can see the big picture – they have a vision • Acts quickly and takes risks – spontaneous and not caught up in the “day-to-day” details • Likes recognition and status – seeks esteem • Displays trophies and awards & motivational slogans • Desk placed for open contact- unorganized • NEEDS • To be liked • Recognition and praise • To work with others • Incentives • To Touch
  • 12. Adapting To The Buyer’s Personality • Amiable - “WHY” (Low assertiveness and High responsiveness) • Likes close relationships and is a “people person” • Warm and friendly and are team players • Likes casual atmosphere and less conservative • Makes decisions slowly – low motivation • Avoids confrontations and risks • NEEDS • Security, to be trusted • Guarantees • Agreement with others • Appreciation • To avoid conflict
  • 13. Selling to the Analytical/Analyzer Personality Analytical/Analyzer – “HOW” DO’s Use a direct approach… ask direct questions Be diplomatic – FOCUS ON “HOW” Stick to business… not social Be organized, be prepared, be specific and precise Provide concrete examples, emphasize tested and proven Value-Added features of your product/service Use charts, graphs, facts and figures Give them time to verify the accuracy of your information Avoid giving them your personal opinion Illustrate long-term outcomes and options Provide a detailed summary of presentation at the close Follow up with a formal letter, etc
  • 14. Selling to the Analytical/Analyzer Personality • Analytical/Analyzer • Do Not • Attempt to be manipulative • Be disorganized and unprepared • Focus on short-term goals and immediate solutions • Become too personal • Try to develop a relationship first meeting • Forget to follow through on promises • Don’t challenge their facts • Push them into making decisions on the spot • Forget to follow-up promptly with details and any promises you have made
  • 15. Selling to the Driver/Controller Personality Driver/Controller – “WHAT” DO’s Ask direct questions and be clear Present the facts and focused on the bottom line Be direct and precise and straightforward, get to the point quickly Minimize interruptions and distractions Never try to bluff your way through –provide options Stay on task and be focused… ask questions to allow them to talk and to lead Support objectives and results when appropriate, let them make their own decisions Deal with the facts and not the person if you disagree with something Follow up with and provide answers, samples, etc in a formal manner
  • 16. Selling to the Driver/Controller Personality • Driver/Controller • DO NOT • Ask questions that distract from the main point of the presentation • Be disorganized • Do not linger on after presentation… finish and complete presentation • Persuade on a personal level • Waste their time or say anything that is not relevant • Make a big issue when you disagree with something • Make them wrong personally • Forget to follow up quickly and in formal manner • Do NOT tell them what is best
  • 17. Selling to the Expressive Personality Expressive/Persuasive – “WHO” DO’S Spend time developing a relationship Support their ability to take risks and show them how they can “Win” Be open to their suggestions, ideas and goals Ask for their opinions, viewpoint and feedback…open-ended questions Focus on the big picture and ask for feedback Provide ideas for taking action Introduce solutions that inspire positive feelings Send follow up that is light-hearted and appreciative, conveying respect for their experience and foresight
  • 18. Selling to the Expressive Personality • Expressive • DO NOT • Expect them to be directly focused on task • Jump right into the hard data and statistics • Stick only to business • Become impatient with them or back them into a corner • Get side tracked when exploring issues • Lose your focus • Restrict them from providing feedback, let them talk • Avoid too much technical jargon to prove your point…. • Forget to follow up presentation – and do not take all the credit…
  • 19. Selling to the Amiable Personality • Amiable – “WHY” • DO’s • Be casual and informal and establish rapport • Make them feel comfortable, play to their personality • Give them recognition and approval • Ask open ended questions to get them to share their opinions • Show them you are interested in them personally • Ask for their feedback throughout the presentation • Show them how they can minimize risks • Provide them with solutions • Follow up quickly and provide references and testimonials
  • 20. Selling to the Amiable Personality • Amiable • DO NOT • Try to manipulate or overpower them • Move straight to business or rush into main issues • Expect an immediate response • Argue or create conflict • Talk only about business • Lose their support by making to many decisions for them… make them feel important • Expect them to make quick decisions • Forget to follow up the presentation…. Be open and try to make a second appointment… be social
  • 21. EXERCISE What Social Style would you assign to the following people? President Obama Warren Buffet Marc Zuckerman Steve Jobs Oprah Winfrey Kobe Bryant Your instructor
  • 22. EXERCISE What Personality Are You?
  • 23. Solution/Consultative Selling
  • 24. Consultative Selling – Selling Solutions • Consultative selling /Solution Selling emphasizes customers needs and meeting those needs with solutions • Ask more questions • Provide customized and value-added solutions • Develop intimate business relationship focusing on long-term
  • 25. Solution Selling Is A Process • Solution selling allows the salesperson to solve their customers business problems and achieve positive results • Solution selling requires skills that include • Situational knowledge • Product knowledge • Industry knowledge • Competitive knowledge • People skills • Communication skills
  • 26. Solution Selling • Buyer’s want a salesperson who has an understanding of their situation • A salesperson that can add value to the buyer’s situation • When you don’t offer these fluencies • The buyer goes to your competitor • Searches the internet for their answer
  • 27. Consultative Selling • Consultative selling is the process of working with your customer to reach their strategic goals • The salesperson is a partner in the business and orchestrates the resources required to satisfy the customer (sales – marketing-technical-R&D-finance) • The salesperson acts as a consultant providing knowledge and feedback to the customer • The salesperson is a friend and relationship-builder focusing on long-term supply-chain partnerships • The salesperson is always asking provocative questions
  • 28. Problem-Solving / Consultative Selling Source: Professional Selling: A Trust Based Approach
  • 29. Find The “PAIN” • Used successfully by many Fortune 500 companies and thousands of professional, “FINDING THE PAIN” of the buyers allows the salesperson to focus on “OFFERING SOLUTONS” • What is the critical issue at hand • What problem is the buyer experiencing • Does the pain filter down through the organization When you identify the pain and you present the buyer with solutions, you give the buyer a reason to buy your product or service!!!
  • 30. Identifying The Pain • Face-to-Face meetings • Industry trends • Trade publications • Trade shows • Competitive position • Financial reports and annual reports • Speaking with other sales people (but remember the laws)
  • 31. Create a “PAIN SHEET” Reason Is it because…… Impact Is this causing……. Solutions & Capabilities What if……..
  • 32. Offering a SOLUTION….What is your VALUE PROPOSITION???? • Be prepared to offer a Value Proposition to the buyer • “A Value Proposition is a clear and defined statement that offers quantifiable or qualifiable benefits from the solutions you are offering • i.e. “This Sales Contact Management System can provide you with sales call frequency tracking, territory sales, product line sales” • Our Inventory Control software is designed to be user-friendly unlike many of those already on the market • This low-energy commercial dishwasher will save you up to 30% on your utility bills because of its “TECHRON MICRO CHIP” developed especially for GE appliances
  • 33. Value Propositions • Increase Profits • Reduce Costs • Increase profits and reduce costs • Warehouse Distribution • On-Time Deliveries • Convenience • Extend lifetime of product • Offer extended warranties
  • 34. Value Propositions To Consider • Product Quality • Performance • Reliability • Conformance • Durability • Serviceability
  • 35. Value Propositions • Service Quality • Customer service • Loaner cars at no cost • Technical support • Warranties and guarantees
  • 36. Value Propositions Source: Image adapted from internet: WebSofTechnology :- Offshore Software Development Company India