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


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

  1. 1. Adaptive Selling & More
  2. 2. Why Is Adaptive Selling Important?
  3. 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. 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. 5. Adaptive Selling Characteristics
  6. 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. 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. 8. Understanding the Behavior and “Social Style” of a Buyer Source: Putting Adaptive Selling to Work: www.web-books.com
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 22. EXERCISE What Personality Are You?
  23. 23. Solution/Consultative Selling
  24. 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. 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. 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. 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. 28. Problem-Solving / Consultative Selling Source: Professional Selling: A Trust Based Approach
  29. 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. 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. 31. Create a “PAIN SHEET” Reason Is it because…… Impact Is this causing……. Solutions & Capabilities What if……..
  32. 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. 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. 34. Value Propositions To Consider • Product Quality • Performance • Reliability • Conformance • Durability • Serviceability
  35. 35. Value Propositions • Service Quality • Customer service • Loaner cars at no cost • Technical support • Warranties and guarantees
  36. 36. Value Propositions Source: Image adapted from internet: WebSofTechnology :- Offshore Software Development Company India