Why is it important to know the sales techniques used today? Easy! By mastering them, you can optimize business processes within your company and increase your profits.
What are sales techniques? They are a set of actions with a common base that are planned, ordered, logical and analytical, to be able to demonstrate to the client all the objectives that can be obtained by purchasing a certain product or service.
Selling for the sake of selling is no longer something you can consider when managing a company, it is necessary to train your sales team so that it can be successful. Do you want to know more? Next, we will show you the best sales techniques for your company.
1. SPIN Sales Technique
The SPIN selling technique, or SPIN selling in English, was developed by Neil Rackman in 1988. Although it has been around for a few decades, it is still one of the most used sales techniques in the market today. Mainly, because it builds a space of trust with potential customers before making the sales proposal.
The SPIN sales technique is characterized by the fact that different and innovative perspectives are offered, the business of its prospects is very well known and what is sought is to challenge customers.
SPIN is the acronym for Situation, Problem, Implication, and Need-Benefit, which can also be seen as the application phases of this consultative tactic. Although this sales technique is usually implemented in B2B inbound strategies, it also works for more traditional outbound strategies.
Examples of SPIN Technique
1. Situation: The SPIN method of sales involves asking a few questions to identify the pain points, or pain points, of the customer to determine if your offer can meet their needs. Some of the questions you can ask are:
- Do you have a strategy for crisis management within your company?
- What tools do you currently use to design a responsive web page?
- How important is inbound marketing in your sales processes?
2. Problem: An important part of this sales strategy is to help make the potential customer aware of their problem (or problems). Obviously, the questions must be focused on the product or services you are offering. Here are some examples:
- How long does it take to update the CMS (Customer Success Manager) or the company intranet?
- How expensive is the email marketing software your business uses?
- Are you satisfied with your current internet provider?
3. Implication: These SPIN selling technique questions are intended to emphasize the negative impact of the problem at hand. This will motivate the customer to have to find a solution as soon as possible. Some examples are:
- How much time is your team wasting with those glitches or miscommunications?
- What is the cost of productivity when that problem occurs?
- Have those problems caused additional costs to your company?
- How many leads do you lose per month using your manual process?
4. Need-Benefit: Finally, for the SPIN sales technique to be successful, the following questions must be aimed at making the prospective client discover and verbalize the problems within their company. The idea is that he himself lists the benefits of the future solution (your product or service).
- How much time would your team save by optimizing your CMS or corporate intranet?
- How would you improve your productivity if you automated that process?
- If you reduce the time spent doing this manual process, what impact can it have on your business?
How to Apply the SPIN Sales Technique?
As you can see, the SPIN sales technique is a very complete method that starts from the client’s needs and possible solutions. If you are interested in implementing this type of strategy, here are some final tips to apply it successfully within your business:
- Ask the least number of questions regarding Situations or Problems. Lengthening this section may make your client feel like they are part of market research, which should not be your focus if you want to make effective sales.
- Need-Benefit questions are only asked if you have found a need that your company can solve. In this way, you must be very analytical and intelligent when following the list of questions. Although your goal is to sell, no company can solve everything.
- Research well about the marketing target of your business. The problems or needs within a company can be millions, so characterizing your prospects well is an essential step to optimizing your time and achieving efficiency. If you don’t know what a customer prospect is, it’s time to learn about it.
2. Lean Sales Technique
According to Kevin Klump, chief operating officer of Parsons & Associates, 85% of the sales process is pure waste. That is where the Lean Sales method comes into the picture and streamlines the sales process of companies.
According to the Economipedia portal, the Lean Sales sales technique is characterized by being a process in which, after listening to the buyer’s problems, the product is adapted to their needs in order to sell it.
As its name indicates, this sales technique is an adaptation of the famous Lean or Lean manufacturing methodology. Klump points out that while the Lean strategy has emerged from manufacturing industries, its principles can be implemented in an online sales process.
How does the Lean Sales Technique work?
To understand how this sales technique works, you must be aware that the Lean Sales methodology works based on a series of principles that we will share with you below:
- The principle of pain: like the previous sales technique, Klump highlights the identification of pains as an essential step to achieving an improvement in the sales rate. In this case, it emphasizes that these pains must be found in the internal process of the company. For example, one symptom would be high rates of dissatisfied customers.
- The conflict principle: Klump points out that conflicts refer to those elements that create friction when what should be happening does not fit with what is actually happening. For example, when the company’s CRM gives wrong information to the seller, which alters their sales process. This factor plays an important role in the sales strategy to be implemented.
- The principle of waste: waste is the most famous concept of the Lean Sales methodology. If we imagine a physical space, waste or waste is easy to identify and solve. However, in a virtual sales process, this becomes a bit more complex. For example, the time spent contacting prospective customers who do not need our product or service.
How to Apply the Lean Sales technique within the Commercial Area?
Now that you know the principles of the Lean Sales method, it is time to learn how these pillars were adapted to the sales sector. If you are knowledgeable in this Toyota methodology, then you will very much enjoy refreshing your memory with this information. Don’t take off!
- Identify the value: the final value can only be defined by the needs of the client.
- Identify the value chain: in this step, you have to describe all the sales actions necessary to deliver the product or service to the customer.
- Create value flow: the flow of the sales process must be integral, that is, all its elements must flow together without complications.
- Establish a “Pull” system: this system consists of generating production only when there are sales. In this way, the entire sales team must ensure that they do not generate excess inputs, time, or effort.
- Continuous improvement: continuous improvement must be a mindset within your company. Therefore, systematizing processes within your organization and making them more efficient are essential aspects to achieve success.
3. AIDA Sales Technique
The AIDA method is one of the most important sales techniques in the field of marketing. It was developed by the publicist Elias St. Elmo Lewis in 1898 and has adapted very well to the current market sales process.
Like the first sales technique, AIDA is the acronym for Attention, Interest, Desire, and Action. This methodology consists of the salesperson, applying a series of steps, and being able to know how to guide a potential client until they achieve a sale.
Although this sales method has been in existence for many years, it has managed to remain current because it has been constantly modified over the years. Next, we will see what are the stages of the AIDA method that make up this model.
Phases of the AIDA Sales Technique
The AIDA sales technique consists of a 4-step linear model, which means that it is necessary to complete each stage before moving on to the next. Next, we will detail each of the phases of the AIDA method that make up this process:
The first step in this sales technique is when the customer becomes aware of the product through your promotional channels. This can include SEO and SEM strategies, social media posts, and webinars, among other media. It should be noted that this step does not fall unexpectedly; on the contrary, it has to be implemented strategically taking into account your target audience.
Once the potential customer knows about your product, the next step is to arouse their interest in your brand and maintain it. Sales strategies to consider should include: listening to their problems, determining the causes, showing empathy, and offering them information to solve their problems.
This phase of the sales strategy is summarized as the desire to buy. To achieve this, there must be a trigger that organically drives this desire. A customer can buy things that he does not need, but he will never dare to buy something that he does not want. To complete this step, keep the following in mind: highlight the advantages and the needs to be covered, create an attractive offer and share positive testimonials.
To close this sales technique, the final step is the purchase by the customer. To be successful, you cannot lose sight of the following: Visible calls to action (CTAs), do not ask for unnecessary personal data, add differential values to your business proposal, and insist on exclusive promotions for your customers. A good idea is to include expressions of urgency or scarcity in order to drive the purchase.
These are the best-known sales techniques that have a high rate of success within the business world. Likewise, so that you can guarantee the execution of the sale, we recommend that you develop your negotiation skills to face direct sales cases.
The Sales Techniques You Should Avoid in Your Digital Strategy
All these sales techniques that we have taught you are intended to help you achieve sales success. However, there are some strategies that were previously used but that, today, are no longer effective and it is important to know them to avoid practicing them. Do you want to know what they are? We detail it below!
1. Send too many emails a week
One of the sales strategies that many companies use is email marketing, which consists of sending mass emails to a list of contacts in order to obtain conversions. While this method can be effective, many make the mistake of overusing it.
Unfortunately, when these types of sales strategies are implemented massively, they tend to overwhelm users. For this reason, we recommend that you do not send many emails a week and be strategic when designing the emails. For example, you can limit the sending of emails to once a week and only to communicate special offers or promotions.
2. Use click baits in your sales channels
Has it ever happened to you that when you saw the title of a video or news, it caught your attention but, upon entering, you were completely disappointed in the content? This often happens when clickbait is applied as a sales strategy.
Click baits are a way of communicating misleading information to your customers. Although it may be a natural impulse, this sales technique has negative results wherever you see it. For example, the client can fill out the claims book if he verifies that the information you offered him is not real. That is why we recommend you not to do it for any reason.
3. Not focusing on listening to the customer
No matter what type of sales technique you are using, paying proper attention to the customer is essential so that you can know how to offer your product or service.
Sometimes it may happen that, because you have little experience in direct sales techniques, you can choose to prepare a sales script or speech to avoid awkward silences or go blank. However, you cannot allow this to divert the attention that you should give to the prospective client.
That is why we recommend you put into practice your active listening so that you can perfectly understand what are the problems that the client is going through and use this information to apply a sales technique that is consistent with the context of the situation.
With this information, we have finished our list of the best sales techniques that you can implement in your business. Remember that the field you work in and the public you are targeting greatly influences the type of strategy you are going to use.
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