Closing a deal is an achievement. But finding a way to reliably sell again and again is an even bigger success. That's what sales techniques allow you to do - there are plenty of them, and you just need to choose the one that works for your product, your salespeople and your customers.
Methods that sell
The most used modern sales techniques have one thing in common - they are based on the art of communication, active listening and emphasizing the benefits of the product for the client. Customers are becoming more and more aware, they quickly recognize and dislike efforts to sell them. But at the same time, they have their needs and wants and are trying to find solutions. The following sales techniques or methods will help you casually convince the client that your product is the solution to their problem.
1. SPIN selling
The SPIN selling method consists of asking the right questions at the right time. It is a set of 4 types of questions that salespeople ask in a given order.
SPIN stands for:
- situation - we find out the situation the customer is in,
- problem - revealing the problem, the interest, the needs of the client,
- implication - we raise an urgent need to find a solution,
- need-payoff - we direct the customer to our product.
We have written in more detail about what SPIN selling is and how it teaches you how to get customers on your side in a separate article.
2. SNAP selling
The SNAP selling technique focuses on the way the customer makes decisions. Before they buy, they are bombarded with offers from all sides and hesitate between them. This method helps salespeople understand how the customer thinks and how to persuade them to buy.
The marketer needs to motivate the customer to make a decision:
- meeting with the salesperson and the product, thus it needs to be visible and attract the customer
- change and get the nod for a sales meeting, for example, to learn more about the product and the benefits it has for them,
- spending resources on the product, so that they decide to buy.
It uses the following principles:
- Simplicity - strives for simple, clear and concise communication,
- invaluable - demonstrates its added value,
- alignment - showing the customer that they are in the same boat,
- priorities - understands the client's needs and reflects them in its communication.
3. Challenger sale
The challenger selling technique is that the salesperson convinces the customer of a need that he did not know he had. The salesperson presents interesting information that piques the customer's interest and sense of urgency to address the need or problem.
The technique consists of three steps:
- learning (teach) - the salesperson delivers unique and informative information that makes the customer go through an aha moment, open their eyes and realize they need something,
- tailoring - the salesperson tailors their arguments and product presentation to the customer to match their needs and interests,
- take control - by emphasising the value of the product, the marketer creates a sense of urgency and availability of his solution.
4. Consultancy sales
In this case, the trader puts himself in the role of an expert consultant. The customer is at the centre of his interest and the trader tries to establish a long-term relationship with him. He finds out what the customer needs and helps him to find a tailor-made solution.
The method is based on finding out what the customer is most passionate about. It focuses on the client rather than the product and its benefits. It requires exploration, questioning and listening, based on which the salesperson provides the client with expert information that motivates them to make a decision - to buy the product.
Do not forget to monitor the results of the business using KPIs. In the article, we describe the most important metrics.
5. Sandler Sale Method
In this method, on the other hand, the marketer puts himself in the role of an opponent and lets the customer convince him to sell him the product.If the method succeeds, the customer has the feeling that he was not traded at all, but decided to buy. But it requires the salesperson to let the customer take the helm while subtly influencing how the customer steers.
The sales technique focuses on three aspects of customer needs:
- technical - finding out information and details about what the client needs and wants,
- financial - understanding how your solution will pay off for the customer,
- personal - highlighting what the solution will mean directly to the customer.
The salesperson draws the customer into the process of solving the problem and motivates them to buy by emphasizing the impact the solution will have on them personally.
To take your sales techniques further, analyze your losing trades.
6. NEAT Selling
NEAT Selling is a method developed by The Harris Consulting Group and its purpose is to enhance well-known methods for classifying clients (such as BANT). It therefore combines the classification with the sales process.
As with SNAP and SPIN, NEAT is an acronym that defines the 4 basic rules of a successful business:
- Needs – in contrast to the superficial pains the client is dealing with, he seeks a deeper analysis of his problems. The goal is to find out and present in what different ways your product will affect the client's company (as a whole, as an individual in it, their competition, etc.).
- Economic impact – instead of classic ROI, you present two directions in the NEAT method. First, you show how the client's business will develop financially with your product, and then how it will develop without it.
- Access to authority – how high you can get as a salesperson in the client's company and what you need to do for it. You don't necessarily want a meeting with the CFO or CEO. It is enough for the person you deal with to forward your offer to them.
- Timeline – give the client an urgent but realistic deadline for a decision. Thanks to this, you will be sure that your offer will not fail.
7. Solution selling
This method is simply that you sell clients solutions to their problems instead of products and services. First, you find out what problems the client is solving, and then you build a tailor-made package of products and services to solve them.
In practice, it looks like, for example, that instead of just software, you sell a set that, in addition to SW, also includes service services, updates, introductory training, access to the educational portal, etc.
All sales techniques are more effective with CRM
In order to make full use of these methods, you need to store the obtained information about clients and jobs clearly. In CRM, you have all documents and contacts in one place. Try it for free and see how it moves your business.