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The Buying Game

Selling has always been something that you "do to a customer". A sale does not take place till a customer buys. Traditional selling is relegated to the history books. How about exploring a new paradigm? The buying game!

Connect with me on LinkedIn (https://linkedin.com/in/kalpeshdesai) should you wish to have a copy of this deck.

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The Buying Game

  1. 1. The Buying Game
  2. 2. “Selling” – What Has Changed ? SALESPEOPLE TRAINED TO “CLOSE THE SALE” NOT OPEN THE RELATIONSHIP TAUGHT THAT SELLING IS SOMETHING THEY “DO TO” CUSTOMERS, INSTEAD OF “DO WITH” THINK IN “WAR” METAPHORS “HARD CLOSING” AND “HARD SELLING” ARE TRIUMPHS OF MIND OVER “PATTER” Cause Effect The Customer Buys! Is not ”sold to”..
  3. 3. When Does A Sale Occur? A sale does not take place till the customer buys The attitude of “Caveat Emptor” (buyer beware) is being replaced by “Caveat Venditor” (seller beware) “Manipulation” is being replaced by “influence” Every time you influence people, you are “selling”
  4. 4. Why Do People Buy A Product Or Service? People buy products and services to move them from the situation they are in, to the situation they would want to be in The “need” is the gap they perceive Customers do not care about the products or services we sell They care about whether we can fill the “need” YOU cannot “create” a need YOU can only make the customer “aware” of their need
  5. 5. Their decision to buy is governed by their values, and the job they need to get done. Products have features , advantages and benefits Customers buy benefits What Are Customers Actually “Buying”?
  6. 6. How Do You ”Uncover” Benefits Uncover the customer’s needs Explore their values and concerns regarding the sale Build on existing sales Become their favorite relative Rapport is built by asking the right questions Remember – Garbage In/Garbage Out
  7. 7. Uncovering Needs Through Appropriate Questions Closed Questions Framed to extract a “Yes” or a “No” answer Used when you want to get down to specific detail Allows you to control the conversation and keep it focused Is Isn’t Does Doesn’t How specifically Open Questions When you know that the customer is unable to articulate, help them “chunk up” to extract their values that determine the need Open questions open up possibilities How What Where When
  8. 8. Direct questions Designed to arrive at the truth Make it easy for the customer to say what they want to say Make it easy for you to understand what they mean “What do you want?” Directing The Response Designed to get customers to say what you want them to say Leave the customer with no choice, because you have already decided the route for them “You do want this, don’t you?” Driving A Conversation With Questions
  9. 9. Getting The Response You Want By Asking Questions Loaded questions •“Bearing in mind that you have announced your expansion to new markets, don’t you think we need to .......?” •“Almost 90% of the companies that have bought from <Name> are dissatisfied and opting for change. Do you share this view?” Polarized questions •Designed to solicit a “yes” or “no” response •“Are you not concerned about the reliability and security of your data in your current software? •Designed to gain acceptance of an unstated condition •Creates guilt or negative feelings in the person answering False negative questions • Worded to sound like there is an universal opinion to the contrary • “Would you not agree to this point?” • “Is it not true that you would….?” • To disagree would mean to run the risk of sounding foolish
  10. 10. Statements! PRESUPPOSE AN ANSWER •“Clearly, our other customers cannot be wrong” •“Obviously, you would want to consider the following options” Answers OFFER AN ANSWER • “What's important to you when you buy a new software, a vendor that has addressed the localization issues, I expect?” Hidden assumptions OFFER A HIDDEN ASSUMPTION •“Where would you like to sign the order, in your office or mine?” •“Do you now understand why our service is the best in the market?” Drive The Conversation
  11. 11. Ask The “Right Questions” • It will give you either the sequence of events to the action or the reason for the action • Example: Customer: I think the price is too high!! Why: Why do you say that? What: What price do you think is fair? How: How did you arrive at that conclusion? “Why” is the least useful question in sales • Example: Customer: Let me have your proposal next week What: What do I need to put in the proposal for it to be meaningful to you? Where, which, when, who , what, how are your 6 honest serving men
  12. 12. Clarify what the customer means • Never assume the customer wants • Example: Customer: “I want better service than my last software provider” Incorrect response: “Yes sir, of course!” Correct response: “Can you tell me what specifically was unsatisfactory about the previous service provider?” Do NOT Assume
  13. 13. Listen for words like “always”, “never”, “everyone” On face value, they stop any argument But there is always an exception to “always” Question absolutes by asking for exceptions and then build on that Watch Out For “Absolutes” Examples Statement: “I always buy from XXXX” Response: “What is it about XXXX that you find so satisfactory?” Statement: “I will never look at changing my accounting system again!” Response : ”Never? What would happen if you did?”
  14. 14. Example: “We mustn’t present this proposal to the CEO right now” Wrong answer: “Why not?” Right answer: “What would happen if we did?” Question The… Every client has “rules” To identify these rules, listen for words like “should/shouldn’t”, “must/mustn’t”, “can’t” and “have to” Ask for possible barriers that have led to the imposition of these rules
  15. 15. Continuous questions trigger defensiveness Avoid long and multiple questions Recognize your voice modulation when you communicate STATEMENT: You can do that QUESTION: You can do that? COMMAND: You can do that!! Soften your questions with : “I would like to know more about..” “Do you mind if I ask you a question about..” Watch Out For The Bumps
  16. 16. What If We Are Not Speaking The Same “Language”? Imagine trying to buy from someone who doesn’t speak or understand the language you speak
  17. 17. How we think is reflected in what we say Imagine if you are saying the same thing, but in different languages Each individual uses predicates that reflect how they “speak” What If We Are Not Speaking The Same “Language”?
  18. 18. Neutral Consider the idea Demonstrate the product Discuss Remind you I understand I don’t understand I know Visual Look into it Show you Look over Show you again I see what you are saying That’s not clear That’s clear to me Auditory Sound it out Explain it to you Talk over Recall I hear you loud and clear That sounds odd Sounds right Kinesthetic Explore Give you a feel for it Go over Take you back I can grasp the point That doesn’t fit I get a sense of that Detect The Language
  19. 19. We Switch Off When We Struggle To “Hear” Customer’s language? Visual Your language? Kinesthetic! Rephrase to use “Visual” language
  20. 20. Listen Respond use Recognize the "language" Formulate your response in the same language Recognize the tone Pace or match the tone Use their translation, not your jargon To Build Rapport, Speak The Same Language
  21. 21. Match body language Match the “thinking” language Pace 7 times, establish credibility Ask questions to run a health check on your rapport Ensure alignment Lead the conversation at the pace you want it to continue from then on Pace, Pace, Pace - Lead Hint: We remember best what is said at the beginning and the end of meetings
  22. 22. •Reproduce what you have heard from the customer using the key- words they used •Key words are emphasized with voice •Check for agreement How does a customer know that you are listening? The Art Of Listening - Reproduce
  23. 23. Replace “BUT” with “AND” “I know you think it is expensive AND that’s why I want you to look at the benefits we offer” People stop listening after they hear the word “BUT” “I know you think it is expensive, BUT look at the benefits we offer” Change Your Words, Change The Outcome – But Vs And
  24. 24. Change Your Words, Change The Outcome – No such thing as “TRY” Try implies difficulty and impossibility Example : Try to pick up a pen Don’t say “Try” and don’t accept “try” as a response Polarize to a “yes” or a “no”
  25. 25. Well Meaning Phrases That Produce The Wrong Result Negatively formed sentences reinforce the opposite meaning Don’t worry, we will deliver the software next week Rest assured, we will deliver the software next week Rephrase positively
  26. 26. Image a similar situation in the past where you felt resourceful What did you see What did you hear What did you feel Anchor that image When you’re stuck, recall that image Anchor Yourself
  27. 27. Anchoring The Audience Gesture and emphasize words in a position Move to a position, and make a gesture, and speak about your product or service When you face an objection, move away from that position and take up another spot and respond from there Whenever you highlight benefits move to the spot that the audience recognizes as your “product”. Move to this spot when they praise you or appreciate your offering Whenever you cannot respond to an objection or they bring up competition, move to the “other spot”. The audience will register that when you move to this spot, their objections are invalid
  28. 28. Authoritative Go on, BUY IT!! Guilt I have put in so much effort, you owe this order to me Hypnotic Don’t you feel the urge to buy this now? Economic Think about how much money you will save… Guillotine I am afraid this price is valid only till the 25th of this month Scarcity This is the last piece we have… The Old ”Manipulative” Ways Of Asking For An Order Are Dead
  29. 29. Authoritative Go on, BUY IT!! Guilt I have put in so much effort, you owe this order to me Hypnotic Don’t you feel the urge to buy this now? Economic Think about how much money you will save… Guillotine I am afraid this price is valid only till the 25th of this month Scarcity This is the last piece we have… The Old ”Manipulative” Ways Of Asking For An Order Are Dead
  30. 30. Will your product meet the customer's requirements? Are you doing right by the customer? Are you doing right by your product ? Instead, Get The Intent Right, Because The Buyer Knows! The “close” is a choice and a natural result of “the conversation”
  31. 31. Thank you for listening.. @kalpeshdesai
  • golmidxb

    Sep. 14, 2020
  • SamVaddi

    Sep. 8, 2020
  • DeepakP8

    Sep. 2, 2020

Selling has always been something that you "do to a customer". A sale does not take place till a customer buys. Traditional selling is relegated to the history books. How about exploring a new paradigm? The buying game! Connect with me on LinkedIn (https://linkedin.com/in/kalpeshdesai) should you wish to have a copy of this deck.

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