Solution Selling: Creating Buyers in Difficult Selling Markets

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ISBN: 9780786303151 | 0786303158
Cover: Hardcover
Copyright: 9/22/1994

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When products or services are hard to describe, intangible, have long sell cycles, or are expensive, chances are they're difficult to sell. In situations like this, conventional sales techniques not only don't help, they may in fact hinder success. Solution Selling is a process to take the guesswork out of difficult-to-sell, intangible products and services. It enables sellers to make the way they sell as big an advantage as their product or service. After reading this book, salespeople and sales managers will be able to use a well-tested model that guides them through the process of selling. No more smoke and mirrors, blind luck, or high-pressure selling. Just a step-by-step system that ensures a higher rate of success for salespeople and a higher probability that the buyer's expectations will be met.

Acknowledgments	p. vii
Contents	p. ix
List of Figures	p. xv
Introduction	p. xvii
10 Faces of Pain	p. 1
Prologue: 10 Faces of Buyer Pain	p. 3
Latent Pain to Pain	p. 4
Price Negotiation	p. 7
Cold Call "Window of Opportunity,"	p. 10
Organizational Interdependence and Access to Power	p. 13
Product or Service viewed as a "Commodity,"	p. 16
Requests for Proposals	p. 18
Free Education	p. 20
Buyer Gets Cold Feet	p. 22
Booking Appointments over the Phone	p. 24
Buyer Has Been to Negotiating School	p. 26
Strategies to Facilitate, Influence, and Control the Buying Process	p. 31
Recognize the Three Levels of Buyer Need	p. 33
Introduction	p. 33
The Three Levels of Need	p. 34
Latent Needs or Latent Pain	p. 34
Pain or "Active Need,"	p. 35
Vision of a Solution	p. 38
Your Conceptual Sales Territory	p. 41
Prospecting	p. 42
Features, Advantages, and Benefits	p. 44
Features, Advantages, and Benefits--Old Terminology, New Definitions	p. 44
Do Not Abdicate Interest Arousal to the Product	p. 46
More about Feature Statements	p. 46
Advantage Statements	p. 47
Solution Selling Benefit Statements	p. 47
Eagles versus Journeymen	p. 48
Self-Test (Find out if You Really Understand)	p. 48
Participate in the Buyer's Vision	p. 51
Develop a Latent Pain to an Active Pain	p. 51
A Role Play: Developing a Latent Need to an Active Pain	p. 52
Develop an Admitted Pain to a Vision of a Solution	p. 53
The 9-Block Vision Processing Model ("the 9 Boxes")	p. 54
Questioning Etiquette	p. 54
Reasons, Organizational Impact, Capabilities	p. 57
A Role Play: Going through the 9 Boxes	p. 60
Anxiety Creation	p. 66
Vision Reengineering	p. 68
Solution Selling Tools--Job Aides	p. 72
The Reference Story	p. 73
The Pain Sheet	p. 75
The Solution Selling Telephone Script	p. 80
Important Components to a Good Phone Script	p. 81
Telephone Script (20 Seconds)	p. 82
Phone Prospect High	p. 84
Phone Scripts for Startup or Young Businesses	p. 85
Keep Statistics	p. 85
Align with the Buyer's Shifting Concerns	p. 86
The Buyer's Shifting Concerns	p. 86
The Three Phases of Shifting Buyer Concerns	p. 87
From Pain Back to Latent Need	p. 89
Dramatic Changes in Buyer Behavior	p. 89
The Death Spiral	p. 91
Buyer Panic Is Usually Good News	p. 92
Watch Those "Happy Ears,"	p. 93
Beware of False Price Negotiations	p. 93
Another Buy Cycle Example: Moving Homes	p. 94
The Buyer's Risk Is Real	p. 95
Price Considerations	p. 95
Buying Committees	p. 96
Alignment of Buying and Selling Phases	p. 96
Qualify Needs and the Buying Process	p. 96
Prove and Help Buyer Cost Justify	p. 96
Close the Sale	p. 97
Features, Advantages, and Benefits over Time	p. 98
Avoid Buyer Objections	p. 98
Objections at the End of the Buy Cycle	p. 99
Advantage Statements over Time	p. 100
Benefit Statements over Time	p. 101
Risk Objections	p. 101
RFPs and Shifting Buyer Concerns	p. 102
An RFP Answer, Finally	p. 104
In Conclusion	p. 104
Lead the Buyer and Stay Strategically Aligned	p. 105
The First Call of a Multiple Call Sale	p. 106
Establish Rapport	p. 106
Call Introduction	p. 110
Transition to Need Development/Vision Creation	p. 112
State Benefits and Close	p. 117
Qualify the Buying Process	p. 118
Find the Power	p. 121
Bargain Undefined Proof for Access to Power	p. 122
The One-Call Close	p. 124
A One-Call Close Example	p. 125
Advance the Buyer's Vision with Value Justification	p. 127
Measurement plus Action Vision Equals Value Justification	p. 128
The Buyer Discloses What Will Be Measured	p. 128
Five Elements of Value Justification	p. 129
What Will Be Measured?	p. 130
Who Is Responsible?	p. 132
How Much Is Possible?	p. 132
What Capabilities Will Be Needed?	p. 132
When Will This Investment Pay for Itself?	p. 133
A Sample Value Justification: See Appendix B	p. 133
Control the Process, Not the Buyer	p. 134
Don't Close Before It Is Closeable	p. 135
Process Control Letters	p. 136
The Sponsor Letter	p. 136
Key Components of Process Control Letters	p. 136
The Plan Letter	p. 139
Orchestrate the "Perfect Time" to Close	p. 141
The Unexpected Time Is Frequently a Perfect Time	p. 142
Proposal Avoidance	p. 143
Draw the Line in Price Negotiations	p. 145
Do Not Confuse Price Negotiations with Cost Justification	p. 145
Buyers Wring the Washcloth; the Seller Is the Washcloth	p. 146
The Buyer's Emotional Hurdle	p. 147
The Seller's Emotional Hurdle	p. 148
Smart Buyers	p. 150
Lessons from Two Price Negotiations	p. 152
The Saga of Dave Crabtree	p. 152
Three Plumbers Wring the Washcloth	p. 157
Postscript	p. 160
Protect Your Price	p. 160
Don't Give without Getting	p. 161
The Seller Has to Draw the Line, First	p. 161
Negotiating Involves Planning	p. 162
Implement the Solution Selling Process	p. 163
Sales Forecasts--The "Sunshine Pump,"	p. 163
The Farmer Is Your Model	p. 165
Edit Letters	p. 166
Grade Your Pipeline	p. 167
Sales Management Tools	p. 169
First Call Debriefing Log	p. 170
The Prospect Qualification Worksheet	p. 170
Call Log	p. 171
Sample Call Log, Some Analysis	p. 174
Balancing Activity with Quality Pipeline: A "Faming" Algorithm	p. 176
Monthly Pipeline/Activity Report	p. 178
Forecasting	p. 180
Automating Solution Selling	p. 183
Solution Selling in Action	p. 185
Solution Selling Reference Stories	p. 187
Reference Stories	p. 187
DEMAX Software	p. 189
ATandT Global Business Communications Systems	p. 192
National Computer Systems	p. 194
Lawson Software	p. 200
TRW Business Credit Services	p. 202
Shared Systems Corporation	p. 206
Information Mapping, Inc.	p. 208
Zymark Corporation	p. 210
Keane, Inc.	p. 211
Great Western Bank Retail Banking Group	p. 212
Wheat, First Securities, Inc.	p. 215
IMRS	p. 216
Lucas Management Systems	p. 218
Getting Started with Solution Selling	p. 221
Sample Value Justification Presentation	p. 225
Resources	p. 233
Table of Contents provided by Syndetics. All Rights Reserved.

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Solution Selling: Creating Buyers in Difficult Selling Markets

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