Discussion english for specific purposes 1 topic sales techniques

This essay will delve into various sales techniques that have proven effective throughout history and are relevant in the modern business landscape.. Effective sales techniques involve n

THUONG MAI UNIVERSITY FACULTY OF ENGLISH

DISCUSSION ENGLISH FOR SPECIFIC PURPOSES 1

Topic: Sales Techniques

Group: 4

Class: 241_ENTI1011_15

Lecturer: Nguyễn Quỳnh Anh

HA NOI - 2024

TABLE OF CONTENTS

INTRODUCTION - - - con mm nu n vn 1

CHAPTER 1: INTRODUCTION TO SALES TECHNIQUES 2

1.1 DefinitiOn c nhe nh Kế nh KT ho tk kh 2

1.2 lImportance of sales techniques in business 2

CHAPTER 2: SOME OF EFFECTIVE SALES TECHNIQUES 3

2.1 SPIN SellinQ c ch nn Hà nh kg de 3

2.1.1 DefinitiOn ch nn nen Tnhh kh toi 3

2.1.2 Pros of SPIN SellÏndQ cc nen nn nh n nền Tnhh ¿ 3

2.1.3 Cons of SPIN SellindQ c các nh nn nh nnhnn ghế khe 4

2.1.4 How to develop SPIN Selling skilÌs : ‹- ccc cà: 5

2.2 SNAP SeIING rr nn Kon khe 5

2.2.1 DefinitiOn ch nn nen Tnhh kh toi 5

2.2.2 Four Basics Of SNAP SellindQ c cuc nen nh nhe nho 6

2.2.3 Three Decisions Of SNAP Sellindq c.cc các nick 7

2.3 Challenger Sal€S nén Tnhh Tế nhe tk 8

2.3.1 Five types Of Sal€S F@DS: cc LH ST nh nhe 8

2.3.2 Model phases of Challenger: ‹ cành kse 9

2.4 Sandler Sale method chén hen Ho 10

2.4.1 DefinitiOn ch nnn nh nen nh HT kh kế kho 10

2.4.2 The Sandler Sales Submarine cc cào 10

2.5 Consultative SellÏndQ cuc nen nn nn nh nn Kế nh nh bế bề Hs rết 12

2.5.1 DefinitiOn ch nnn nh nen nh HT kh kế kho 12

2.5.2 Consultative Selling Principles ‹- cccc chi 12

2.5.3 Consultative Selling ProC€SS c nh nhe 14

CONCLUSION e cm nàn nn nh như 16

INTRODUCTION

Effective sales techniques are crucial for businesses to thrive in

today's competitive marketplace The ability to persuade potential

customers and build lasting relationships is a_ skill that can

significantly impact a company's success This essay will delve into

various sales techniques that have proven effective throughout

history and are relevant in the modern business landscape By

understanding these strategies, businesses can enhance their sales

efforts and achieve sustainable growth

Furthermore, the essay will discuss the importance of building

relationships with customers In today's customer-centric era,

businesses must prioritize creating positive experiences and

fostering loyalty Effective sales techniques involve not only closing

deals but also nurturing customer relationships through exceptional

service and ongoing communication

By understanding the various sales techniques available and

their applications, businesses can develop comprehensive strategies

to attract, engage, and retain customers This essay aims to provide

valuable insights and practical advice for sales professionals and

business owners seeking to improve their sales performance and

achieve long-term success

CHAPTER 1: INTRODUCTION TO SALES

TECHNIQUES

1.1 Definition

A sales technique is a selling method adopted by a company sales team or salesperson to sell more effectively and generate revenue It's a strategy to enhance the sales process of a business

A sales methodology is flexible and subject to modification after trials to determine its effectiveness

1.2 Importance of sales techniques in business

- Boosting Sales Performance: Effective sales techniques can enhance a salesperson's ability to communicate value, address customer needs, and close deals, leading to increased sales and revenue

- Building Customer Relationships: Applying the right sales techniques helps in establishing trust and rapport with customers Building strong relationships encourages repeat business, customer loyalty, and positive word-of-mouth referrals

- Differentiating from Competitors: Sales techniques can help highlight a product's unique features and benefits, differentiating it from competitors in the market

- Adapting to Customer Needs: By understanding and applying various sales techniques, sales professionals can adapt their approach to meet the specific needs and preferences of individual customers

There are numerous sales techniques, and their effectiveness can vary depending on the industry, product, and target audience

CHAPTER 2: SOME OF EFFECTIVE SALES

“Situation” questions are essential for establishing the context of the customer's business and understanding their needs and pain points For example: “How would you describe your current checkout experience?”

“Problem” questions help identify specific issues or challenges that the customer is facing by asking probing questions

to uncover deeper needs and concerns Example: “How often do people abandon their carts?”

“Implication” questions explore the consequences of customer's problems and how they can impact their business or personal life It, moreover, may connect their problems to potential solutions For instance: “How has that problem impacted your sales?”

“Need-Payoff” questions can be like: “If this problem could

be solved, how would that benefit your company?” They will focus

on the benefits of solving the problem and how it will improve the customer's situation

2.1.2 Pros of SPIN Selling

To summarize, the SPIN strategy includes more sales conversations Through SPIN Selling, sellers start having more stimulating conversations with customers because they're not following a one-size-fits-all script Instead, they’re navigating the conversation using appropriately timed questions The sellers may have a list of questions they want to ask, but in a way that attracts a valuable answer SPIN selling forces sellers to thoroughly research their customers at the investigation stage and come up with thought-provoking, unique questions that are strategically positioned throughout the selling stages From that, sellers organically learn a lot more about customers, they can then use this information to:

Firstly, understanding customers’ pain points on a profound level This deep insight allows sellers to effectively spotlight their most significant needs and challenges By thoroughly analyzing their struggles and frustrations, they can tailor their approach to address these issues directly

Secondly, figure out how customers make major buying decisions This involves studying their decision-making processes, identifying key stakeholders, and understanding the factors that influence their choices By gaining this knowledge, sellers can align sales strategy with prospects’ decision-making patterns

Finally, building trust It is paramount in all sales relationships, but it becomes especially critical in complex sales scenarios Trust forms the foundation for long-lasting business partnerships.F

2.1.3 Cons of SPIN Selling

On the other hand, SPIN selling strategy also has some drawbacks

First of all, it may not suit all and time-consuming The structure of SPIN selling methodology is not a good fit for all sellers, especially those who prefer a more organic conversation with buyers Sellers may need additional training in consultative selling

to feel comfortable with this approach Additionally, the detailed nature of SPIN questioning can extend the sales process

Moreover, sometimes, it makes customers uncomfortable Many prospects don’t want to focus on their problems, challenges,

or pain points because the natural human inclination is to avoid things that cause pain SPIN questions can bring unpleasant issues

to the surface, and prospects may be turned off or overwhelmed by the conversation before a solution can be offered

Last, it is inflexible Prospects and organizations are in a constant state of change Factors such as budget cuts or new government regulations can impact companies overnight As a business evolves, answers to SPIN questions will typically change Buyers could become frustrated with a solution that no longer works once business priorities shift

2.1.4 How to develop SPIN Selling skills

SPIN selling takes practice to master how to ask the right questions in the correct order These are some recommendations:

- Build questioning “muscles” Working on questioning skills in

everyday conversations with friends and family For example, asking about weekend plans, thoughts on a movie, or something going on

in their lives By practicing this skill with people they’re comfortable with, we can build confidence to ask open-ended questions to

customers

- Practice being an engaged listener The flip side of asking

questions is actually listening to the answers Pay attention to what

the prospect is saying, So we can respond and use the information to

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pose the next question It is suggested that take notes during in-

person sales calls

- Rehearse with your team Roleplay the part of the prospect and have sellers ask you SPIN questions to uncover your situation,

problem, implication, and need payoff Provide feedback and

coaching on the performance so we can apply learnings to future

When it comes to sales, the traditional methods of bombarding potential buyers with information and overwhelming them with features and benefits no longer work Buyers today are constantly bombarded with information from various sources, making it difficult for them to make informed decisions This is where SNAP Selling comes in It recognizes the challenges faced by buyers in a fast- paced world and provides a solution that simplifies the buying process

2.2.2 Four Basics of SNAP Selling

By breaking down the acronym, we can understand the core principles of SNAP Selling:

Simple:

F The messaging and communication should be concise and easy to understand Buyers don't have the time or patience to sift through complex information Make things clear and transparent for buyers A key theme throughout Konrath’s book is that you're dealing with “frazzled customers” who are juggling too many

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priorities Konrath says that showing buyers everything that your solution can do can overwhelm them — even if they truly stand to benefit from what you're selling.F

Instead of trying to do too much at once, you'll want to feed buyers the right answers at the right time — and avoid giving more than they asked for

Key considerations:

« Aim for fewer, higher-quality, hyper-personalized meetings

« Propose fewer options to simplify the decision-making process

« Keep presentations and content short and to the point

« Set an agenda for each meeting

« End meetings by going over the next steps

« Map out each touchpoint in the sales process

Key considerations:

« Think about what you can do to add value to every buyer

interaction

« Avoid debating with buyers or using overt persuasion tactics

« Engage buyers on “equal footing” — you're aiming for an

intelligent conversation between peers

« Present data-driven, well-researched insights, and solutions — you want to come across as confident and prepared

cycle Ultimately, it’s not worth bringing up goals they’re not focused on right now — even if you think they need to shift their priorities.F

Key considerations:

« Align with your audience

« Understand their needs and concerns

« Identify organization-wide goals and the goals of key decision- makers

« Align your solution with prospects’ goals, pain points, and

concerns

Prioritized:

Keep important decisions top of mind Frazzled customers are typically juggling multiple priorities at any given moment As such, you'll want to make sure you align your solution and messaging around the priorities that matter most.F

« Focus on presenting a vision of a better future

« Emphasize business drivers and metrics in your presentations

2.2.3 Three Decisions of SNAP Selling

The three decisions represent this understanding that there are three unique stages or decisions that need to happen before a buyer decides whether to buy or not Konrath asserts that buyers actually work through the following three decisions before making the final call:

- Allowing access - The first decision the buyer makes is whether

or not they should let you in or hear what you have to say

- Moving away from the status quo - Whether they realize it or not, people tend to lean into the status quo At a certain point, the prospect needs to decide if they’re willing to change — whether that means switching vendors, embracing something new, or updating a legacy solution If you’re going to close the deal, you'll need to convince the prospect that making a change is worth the effort and expense.F

- Changing resources - The last decision the prospect makes before committing to a vendor is making sure they choose the right solution At this stage, your goal is convincing the buyer that your solution is the best With that in mind, you'll need to provide tangible evidence that you’re prepared to solve their problems and help them achieve the desired outcome.F

2.3 Challenger Sales

What is Challenger Sales methodology?

The Challenger Sales methodology emphasizes challenging a customer or prospect's thinking and assumptions The goal is to bring new insights and value to their business, so they can make informed decisions Above all, Challenger Selling focuses on teaching your customers rather than building relationships with them The seller is positioned as an expert in their field, and they immediately begin sales interactions by showing the customer what their problem is instead of asking questions to uncover the problem The Challenger Sales methodology, first introduced in the book The Challenger Sale: Taking Control of the Customer Conversation

by Matthew Dixon and Brent Adamson stems from research on the attributes, skills, and competencies of successful sellers.F

2.3.1 Five types of sales reps:

The research identified five profiles based on clusters of seller behaviors:

- The Hard Worker: Persistent, self-driven, eager for feedback and self-improvement, and will always go the extra mile

- The Lone Wolf: Relies on instinct, is confident and independent, and delivers results, but can be difficult to manage

- The Relationship Builder: The quintessential consultative rep who builds internal support and nurtures relationships with prospects (or can be understood as someone who builds strong customer advocates and gets along with everyone)

- The Problem Solver: Detail-oriented, reliable in responding to customers, and focused on solving problems

- The Challenger: Offers a different perspective, enjoys debate, and understands the customer's business deeply

Among these profiles, the Challenger emerged as the one with the best-performing salesperson The behaviors the Challenger excels at, like teaching, tailoring, and taking control, form the basis

of the Challenger sales model

- Teach: A Challenger Sales rep possesses a deep understanding

of the buyer's industry They use this expertise to offer unique perspectives and insights that the buyer has not yet considered and get them to think differently

- Tailor: They adapt their message to align with the buyer's specific challenges, goals, or value drivers, ensuring relevance and resonance

- Take control: A challenger sales rep uses their comfort with discussing money and applying pressure to guide a buyer toward closing the deal

2.3.2 Model phases of Challenger:

The challenger sales model is a sales methodology that focuses on disrupting the status quo and challenging customers’ assumptions.F

Four distinct phases:

- Awareness: In this phase, the salesperson seeks to identify potential customers and understand their current situation, challenges, and pain points This can be done through research, networking, and direct outreach

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