The creation and discovery of implied needs for a product service or idea, the development of those needs into explicit needs for a product, service or idea, the creation of desire for your product, service or idea through matching the benefits of your product, service or idea with the explicit needs of the customer, gaining commitment to buy the whilst agreeing the price is right and the time is now.
This concept applies to all sales be it retail, mail order, direct etc. Our success requires identifying where we can influence the process and increase our likelihood of success, thereby becoming professional sales people.
By highlighting the important parts of this concept we begin to see the creation of a structured sales process.
creation and discovery of implied needs
explicit needs for a product, service or idea
the creation of desire for your product
matching the benefits with the explicit needs
gaining commitment to buy
price is right and the time is now
Professional Selling is..
"The art of persuasion. it is a 2-way process, aimed at finding out what a client needs and showing how Your product/service can fulfil or satisfy those needs, thus raising desire"
Selling is..
"A persuasive two-way communication aimed at achieving planned sales objectives. It is a process of finding out what the client wants and showing just how your product or service can provide just that."
A recognized sales structure which addresses these concepts is D I P A D A (Heinz Goldman)
DEFINE - Using open questions, find out as much as you can about the client's needs.
IDENTIFY - An ideal solution for the client's needs.
PROOF - Using Feature/benefits, match the clients needs using one proof point at a time.
AGREEMENT - After each proof point, ask the client for agreement on each point. N.B. It is easier for the client to say yes if he/she has agreed with each of your proof points.
DESIRE - It is your job to raise the client's desire throughout the call. This is done by:- Injecting your own enthusiasm into the entire call & using your structure.
ACTION - The close - ask the client for the business using a variety of closes.
This structure will for the basis of what we will learn and is relatively easy to remember. We will however expand on some areas and add others to deliver a complete and rounded structure which will equip you for the future.
Before looking at the detail behind the structure we need to gain an insight into why people buy.
Areas within the skills section;