T O T A K E C O N T R O L O F T H E S A L E
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The SBP Technique
Statement Benefit Probe
This is simply your next
statement in the course of a
conversation, or your
response to a question
(transition quickly to apply
the "benefit" step).
Build on your "Statement"
with specific reasons why
you're recommending this
solution to solve the
problem, or share examples
of ways this solution has
helped other clients (make
it quick—two to three
immediately follow with the
Ask a question and allow
the prospect to verbalize his
or her own reasons why
your product is going to
help them achieve their
goal. Just like that, you are
back in control.
You're working with a client who is interested in new strategies
to improve sales prospecting. Their salespeople can't seem to
get enough new opportunities into the pipeline.
Your conversation with the prospect is running off track, and it's
time to regain control of the appointment. Choose your direction
based on your value proposition for this specific client. In this
case, you need to build value around demand generation, lead
conversion, and building a sales pipeline. The client says, "We
need our salespeople to win new business instead of just
managing current accounts. How can you help us do that?"
"In this case, we'd focus on the first two
phases of our customer lifecycle
management model. The first is Lead
Generation and Conversion, the second
is Sales Prospecting and Follow Up."
"The thing our clients appreciate most, is that
our strategies don't just benefit one department.
We create alignment between Marketing and
Sales with consistent brand messaging
throughout the sales cycle, and that's the
tipping point. Demand generation improves,
conversion rates go up, and you start to see
more new business in the sales pipeline."
"If we help you develop this type of sales and
marketing strategy, how do you see things
playing out when we introduce these ideas to
your team?" After this question, stay quiet,
listen intently, and respond with either a
follow up question or your next Statement,
Benefit, and Probe.
This technique might not come easy at first.
You've got to be quick on your feet and
make sure the client doesn't feel like you
are cutting them off. With practice, it
becomes instinctive. You'll learn to
recognize when it's time to reel the
prospect in and take control of the sale.
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