CHAPTER 4 - THE SALES TOOS TO GET READY.
Once in possession of the sales objectives the sales person will have to prepare his negotiation strategy and
his physical or virtual meeting with the customer.
He will then prepare some sales tools so as to take intoconsideration the person he is talking to and to be
able to anticipate and argue. The sales tools includes the questioning plan, the argument and the handling
of objections.
I. QUESTIONNING PLAN
The questioning plan (or checklist) must be prepared by the sales advisor before conducting the sales
meeting. Its goal is both to confirm that the information he gathered previously ( in the CRM if it is a
customer or by an other channel).
A. Structuring the questioning
1. History of the relationship- current situation to be updated . Information regarding the current
situation)
Extraction of the database (if customer) + questions if missing Information
→ Questions about his or her function, role, environment, constraints...
Start with the information you know
Check and update
QUESTIONNING PLAN - Current situation
Example if historical customer: How is your work going? Do you still have
the same function?
Example if Lead: In which company are you working? How is this company
going?
2. Information regarding the customer‘s projects (needs) (short term and long term project.
→To find out the real needs and motivation of the Lead or Customer
→ Reason of the appointment
→ Questions on the short term projects and long term project
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3. Information regarding Customer ‘motivation
→ To define the customer profile and his/her expectation
→ To argue
B. USING VARIOUS QUESTIONS
There are different kind of questions that can be used during a sales interview. Depending on the phase of
the sales process, some will be more used than others.
The open-ended question is formulated in such a way that is
encourages the speaker to develop their thinking by leaving them
the choice to adopt the angle they wish.
Open questions frequently begin with :
OPEN QUESTIONS
What do you think about … ?
➔ An open question calls for a How … ?
free answer. Why … ?
They are used to obtain precise answers from the customer or to
lock in an important point of the exchange, by calling for "yes/no"
answers or inducing a name, a quantity, a date...: "Who...?",
CLOSED QUESTION
"What...? ", "When...?", "Where...?", "How much...?",
➔ requires a precise answer, and "Which...?"... "Is it...?", "By what means...?", "Do you wish...?",
a single choice. "Do you think...?", "Do you have...?", "Can you?"
They help to guide the dialogue in order to facilitate the conclusion.
THE ALTERNATIVE QUESTIONS They suggest a choice.
It has two objectives. On the hand, the negotiator guides the choice
→ consists of proposing of response ; on the other hand, they ensure that the proposed
several possible answer options are in line with the issue or stakes for the other party.
options in the question.
II. PREPARE THE ARGUMENTS BY GATHERING ALL THE INFORMATION ON THE PRODUCT.
The sales advisor must know all the characteristics of the products so as to be able to propose the right
product/service to the customer.
- A characteristic corresponds to an intrinsic property of the good or service.
With the knowledge of the products, the sales advisor will be able to prepare his arguments.
Sale argument
A sales argument is a sentence that aims to convince the customer that the proposed solution meets his
needs and motivations.
Arguments highlight and prove the advantages that the characteristics of the good or service will provide to
the customer.
An argument is built around three elements according to the CAP or CAB method:
Argument = Characteristic + Advantage + Proof or Characteristics + Advantage + Benefits.
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An advantage is an exposure of the positive points and the added values
A benefit is what it will brings to the customer. It is a matter of presenting to the buyer the positive
consequences of the identified characteristics.
A proof is a means to support the positive points presented. It can be a demonstration, a trial, customer
testimonials, press articles, comparative studies...
A benefit is what it bring to the customer
The SPICES method is a sales technique based on behavioral analysis and allows to detect the needs /
buying motivations of a customer to better convince and trigger the purchase.
To convince the customer we have to adapt our communication to the customer
Then give appropriate arguments according to his buying motivations.
SPICES Motivations
Security Low risk or no risk,
Pride Premium services, high range, unique products
Innovation Innovation, use of the last new technology
Comfort Easy to use, easy to understand
Economy Interesting price,
Sympathy To please somebody else
Example with some clothes
Comfort profile:
Our dress is made with linen so in case of high heat, you will feel confortable, you
are protected.
Economy profile:
Our dress has 10% saving until next Tuesday it is a very good deal for this quality.
EXAMPLE: building an argument with the CAB method
Characteristics : With the Medical Care Insurance
Advantages : We can give you and your loved ones 5 affordable Medical Care Insurance plans Benefit
: your family will be protected
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Example of argument for the profile SYMPATHY
Characteristics: With the Medical Care Insurance
Advantages: We can give you and your loved ones 5 affordable Medical Care
Insurance plans
Benefit: your family will be protected
Example of argument for the profile ECONOMY
Characteristics With the current promotion on the Medical care Insurance
Advantages: You will get 5% discount
Benfits: You get incredible savings
→ Profile : SYMPATHY
The sales pitch groups together all the arguments that allow you to enhance the value of an offer in front
of a client or a prospect.
III. HANDLING OF OBJECTIONS
Objections are an expression of hesitation, lack of understanding, or even fear on the part of the customer,
who is afraid to commit. While they are a natural reaction of customers to defend themselves, they also
reveal a sign of interest. The salesperson, who often experiences objections as an attack, must instead
perceive them as a springboard for rallying the customer or prospect to his or her position and bringing him
or her to the conclusion of the sale.
A. List the objections
In order not to be caught off guard in front of the customer, it is important to anticipate objections. Before
the meeting, the salesperson should try to identify all possible objections.
B. Responding to objections ADRA TECHNIC
To answer an objection correctly, the salesperson must follow several steps.
1. Approve the objection
First, the salesperson lets the other person express himself without interrupting. He then shows
understanding, without devaluing the objection (this would be tantamount to devaluing the customer). It is
therefore important to avoid expressions such as: "You're wrong", "That's not true!
On the contrary, it is recommended to start with a sentence like: "You are right", "I understand you very
well", "You are right to draw my attention to...".
2. Discover the real obstacle to buying
The sales person should dig deeper and discover the deep nature of the sales objection.
To do this, he should use open-ended questions in order to invite the interlocutor to express himself and to
develop his comments.
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Examples of discovery questions when faced with an objection
➔ What makes you think or say that?
This will allow the salesman to bring to light all the problematic elements in order to provide specific
business solutions later on.
➔ Is there anything else you are concerned about?
3. Responding to the objection
Several techniques can be used by the salesperson to respond to objections.
Techniques for
responding to Explanation Examples
objections
This technique consists of answering
The
the objection based on what the
boomerang
customer or prospect has just said.
By taking up the objection in the
Interrogative form of a question, the customer or
reformulation prospect is invited to express
himself and to deepen his objection.
The information
When faced with an unfounded but
sincere objection, the salesperson
can provide additional information
that will allow the customer or
prospect to better understand the
suitability of the offer to his needs.
4.-Check the customer's Acceptance
For effective objection handling, systematically check the acceptance of the objections ! This is
the principle of commitment and consistency that will facilitate the realization of the sale
Let's see how to proceed according to the different categories of objections.
Check the acceptance of the evidence put forward, with a question like:
• Are you reassured on this point?
Can we close the deal now?
If not, ask your interlocutor what evidence would be able to convince him
For example, you can rebound with a formulation such as:
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→ In view of all the elements seen together, and given all the benefits I have listed
for you, do you agree with me that this blocking point is not a major obstacle to
our doing business together?
