A concept-based approach to direct sales
Posted: Sun Dec 22, 2024 7:07 am
Experts in successful sales S. Heyman and R. Miller have developed a method that is particularly relevant in the B2B sector, where the main aspect is the recognized quality of products or services. Here the focus shifts from the product to the concept, which is the object of sale. It is especially important to obtain additional information about the customer's needs:
Find out what ideas he has for the kuwait phone number perfect product.
To present a product or service in the most advantageous way.
Assess the buyer's level of motivation to complete the transaction.
Sales only make sense if both parties are interested. If they are not, you should avoid persistence: any methods are useless if the client is not interested.
An example of direct sales using this method: an insurance agent, working with a specific organization, discovered that there was a constant problem of staff shortage. He suggested adding voluntary health insurance (VHI) to the standard package of social benefits. The agent explained that many job applicants (almost a third) are interested in what additional guarantees and benefits the employer provides.
Selling SNAP sales method based on an agile approach
The Selling SNAP method of flexible sales is a strategy that is most in demand in companies operating in dynamic industries with a high level of competition in the market. This technology was created by an expert in complex sales strategies D. Konrath, who identified four key principles described below.
Selling Snap
Source: shutterstock.com
Let's say you want to sell a document management system to a law firm. In that case, you should follow the following plan of action:
S (Presentation): The first step is to demonstrate the product. Then explain its value: using this electronic system allows you to process data ten times faster, which in turn reduces paper consumption by 30 times.
N (Novelty): Show advantages and options that competitors do not have. For example, the system is able to digitize photographs of documents and provide the result in the required format.
A (Customization): Refers to a special version of the software specifically created for lawyers.
P (Call to Action): Justify the need to close the deal as soon as possible. For example, state that the system integration will cost 10 thousand rubles, but will be provided free of charge to customers who place an order before a certain date.
Direct sales through the call method
More suitable for the B2B sector. The experts and leaders of the SEB company (specializing in personnel assessment) - M. Dixon and B. Adamson - are behind the development of this method. The essence of the method is in a radically new approach to sales, presented through three main stages:
Educating a potential buyer. The seller establishes his authority as an expert, presents the prospects of the client's business, identifies possible problems and offers solutions for further development.
Adaptation stage. The manager enters into close interaction with the buyer, identifies the problems he faces, and understands his current needs.
Transaction Control: The seller has full control over the transaction process after establishing the customer's trust.
Direct sales through the call method
Source: shutterstock.com
Let's say you sell an electronic document management system. How can you apply the direct sales challenge method? You need to convince your interlocutor that you are an expert in innovation. You can present the results of your calculations: your system allows a company of 20 employees to save 200 hours of work time and 20 thousand rubles per month. Having analyzed the company's economic indicators, show: the profit for the month will be about 100 thousand rubles. This will allow you to open a new branch in six months, strengthening your position in the market.
Ask the client questions about internal communication tools, use of IT technologies, employees working remotely, and the frequency of errors in documents. With this information, you can offer additional software that exactly meets their needs. If the client has doubts, give examples of competitors who successfully use such a system. Once objections are eliminated and there is a willingness to buy, offer additional specialized modules. The client will most likely be interested and buy them, since you are an authority in this field for them.
Find out what ideas he has for the kuwait phone number perfect product.
To present a product or service in the most advantageous way.
Assess the buyer's level of motivation to complete the transaction.
Sales only make sense if both parties are interested. If they are not, you should avoid persistence: any methods are useless if the client is not interested.
An example of direct sales using this method: an insurance agent, working with a specific organization, discovered that there was a constant problem of staff shortage. He suggested adding voluntary health insurance (VHI) to the standard package of social benefits. The agent explained that many job applicants (almost a third) are interested in what additional guarantees and benefits the employer provides.
Selling SNAP sales method based on an agile approach
The Selling SNAP method of flexible sales is a strategy that is most in demand in companies operating in dynamic industries with a high level of competition in the market. This technology was created by an expert in complex sales strategies D. Konrath, who identified four key principles described below.
Selling Snap
Source: shutterstock.com
Let's say you want to sell a document management system to a law firm. In that case, you should follow the following plan of action:
S (Presentation): The first step is to demonstrate the product. Then explain its value: using this electronic system allows you to process data ten times faster, which in turn reduces paper consumption by 30 times.
N (Novelty): Show advantages and options that competitors do not have. For example, the system is able to digitize photographs of documents and provide the result in the required format.
A (Customization): Refers to a special version of the software specifically created for lawyers.
P (Call to Action): Justify the need to close the deal as soon as possible. For example, state that the system integration will cost 10 thousand rubles, but will be provided free of charge to customers who place an order before a certain date.
Direct sales through the call method
More suitable for the B2B sector. The experts and leaders of the SEB company (specializing in personnel assessment) - M. Dixon and B. Adamson - are behind the development of this method. The essence of the method is in a radically new approach to sales, presented through three main stages:
Educating a potential buyer. The seller establishes his authority as an expert, presents the prospects of the client's business, identifies possible problems and offers solutions for further development.
Adaptation stage. The manager enters into close interaction with the buyer, identifies the problems he faces, and understands his current needs.
Transaction Control: The seller has full control over the transaction process after establishing the customer's trust.
Direct sales through the call method
Source: shutterstock.com
Let's say you sell an electronic document management system. How can you apply the direct sales challenge method? You need to convince your interlocutor that you are an expert in innovation. You can present the results of your calculations: your system allows a company of 20 employees to save 200 hours of work time and 20 thousand rubles per month. Having analyzed the company's economic indicators, show: the profit for the month will be about 100 thousand rubles. This will allow you to open a new branch in six months, strengthening your position in the market.
Ask the client questions about internal communication tools, use of IT technologies, employees working remotely, and the frequency of errors in documents. With this information, you can offer additional software that exactly meets their needs. If the client has doubts, give examples of competitors who successfully use such a system. Once objections are eliminated and there is a willingness to buy, offer additional specialized modules. The client will most likely be interested and buy them, since you are an authority in this field for them.