Finding the Pain You Can Cure

Overview/Description
 Traditional sales training focuses on presenting features and benefits, identifying buying signals, and closing the sale. But in this course, the focus is on solution-selling; finding a need the customer has, illustrating the implications of not solving the problem, and presenting a legitimate solution in the form of your product or service. This approach goes beyond making a sale; it creates and builds a long-term relationship with the customer.

Target Audience
 Sales professionals at all levels, sales managers, sales team leaders, and executives who wish to target the sales function for higher performance

Expected Duration
3.5 hours

Lesson Objectives:

Understanding the Needs Cycle

  • recognize the value to the sales consultant of understanding the needs cycle.
  • sequence the steps purchasers go through as they discover and assess an emerging need.
  • identify critical decisions purchasers make when they develop and evaluate options to solve needs.
  • identify the appropriate behaviors for the sales consultant in resolving customer concerns.

    • Focusing on Customer Needs

  • recognize the importance limiting the initial call in a consultative sale to the discovery of needs.
  • select appropriate call objectives for the initial meeting to uncover needs.
  • select questions that identify problems a product can solve.
  • identify types of probing questions that are appropriate for the initial uncovering of needs.

    • Developing Awareness of the Need

  • recognize the value of taking the time to help the prospect explore the implications of the problem.
  • identify appropriate objectives for developing needs awareness.
  • select examples of effective impact questions.
  • select examples of appropriate probing questions for uncovering reactions caused by the prospect's problem.

    • Moving Toward Solutions

  • recognize the benefits of moving the prospect from problem awareness to solution commitment.
  • select examples of value questions designed to raise awareness of the importance of solving the problem.
  • select questions which help the prospect "rehearse."
  • identify questions which help prevent customer objections.

    • Course Number: SALE0143