Vorlesung 9 Sales Methodologies

• A process to sell complex products or services, a customer is mostly not aware of

• Initially developed by Frank Watts in 1975

• To sell products as part of a tailored customer solution

• Whom to sale to?

• What to sell?

• By when to sale?

• By what price to sale?

• A strategy to prioritize selling activities

• By Robert Miller & Stephen Heiman in 1987

• Focus is on the interest, attitude, benefits of individuals and whole clients

• Collects all information in a blue sheet, leading to a client ranking

Premise 1

What ever got you where you are today is no longer sufficient to keep you there.

Premise 2

In the Complex Sale, a good plan is only as good as the strategy that led up to it.

Premise 3

You can succeed in sales today only if you know that you’re doing and why

• Situation

• Problem

• Implication

• Need-Payoff

• A strategy to improve conversion rates in sales calls

• Published by Neil Rackham in 1988

• The basic idea is to uncover implied needs and to develop them into explicit needs

• Problem questions are more strongly linked to sales success than situation questions are

• In smaller sales the link is very strong: the more Problem Questions the seller asks, the greater the chances that the call will be successful

• In larger sales, however, problem questions are not strongly linked to sales success. There's no evidence that by increasing your problem questions you can increase your sales effectiveness

• What is the goal? Who’s integrated and what’s this persons role?

• Whom to convince?

• Witch arguments to use

• A strategy to prepare for sales meetings

• By Robert Miller & Stephen Heiman in 1989

• Focusses on an individual approach for each person involved

• Collects all information in a green sheet