Tecniche di vendita: non presentare MAI il tuo prodotto o servizio!

Dr. Giuliano De Danieli

17 Feb 202110:58

Summary

TLDRThe video script emphasizes the importance of understanding and addressing a customer's urgent problem as a key to successful sales. It suggests adopting a 'Sherlock Holmes' approach during the initial meeting to uncover the customer's pain points and how the product or service can alleviate them. The sales process is broken down into four phases: gaining attention, stimulating interest, creating desire, and taking action to close the deal. The speaker advises on engaging the customer by vividly presenting the benefits and outcomes of the product or service, and then strategically moving them from interest to desire, ultimately leading to a sale. The script also highlights the need to qualify the customer in terms of economic ability and decision-making power, and to never assume that the customer's attention is secured without their active engagement. Practical advice is given on how to handle objections and negotiate effectively to close the sale, including the use of customer feedback and testimonials to build trust and value.

Takeaways

🔍 **Understand the Urgent Problem**: Start by being like Sherlock Holmes to identify the urgent problem the client needs to solve.
🎯 **Gain Client Attention**: Capture the client's attention by understanding their current pain point that your product/service can alleviate.
📈 **Stimulate Interest**: Once you have their attention, elevate their interest by making your product/service the solution they need.
🤔 **Create Desire**: Transform interest into desire by showing the client the results they could achieve with your product/service and the opportunities they're missing without it.
💰 **Negotiate and Close**: Use the client's expressed desires and objections to guide them towards taking action and closing the sale.
⏰ **Time Frame Awareness**: Understand the client's time frame for wanting to make a purchase to align your sales approach accordingly.
💬 **Engage in Dialogue**: Engage the client in a dialogue to uncover their needs and objections, rather than just presenting your product/service.
📝 **Ask for Commitment**: When the client shows signs of desire, ask for a commitment by addressing their concerns and offering solutions.
🤝 **Reciprocal Exchange**: If the client asks for something, be prepared to ask for something in return, like referrals or testimonials.
📉 **Analyze Missed Opportunities**: Review past sales attempts that didn't close and analyze which steps were missed or done incorrectly.
📚 **Develop a Sales Script**: Create a script or guide for your sales process that you can continually refine and use for future sales.
🌟 **Implement and Practice**: Apply what you've learned, practice your sales approach, and make daily improvements to your sales strategy.

Q & A

What is the first step a salesperson should take when meeting a client?
-The first step is to act like Sherlock Holmes by conducting an exploratory visit to understand the urgent problem the client needs to solve and for which they are ready to take immediate action.
How can a salesperson capture a client's attention?
-A salesperson can capture a client's attention by identifying the client's current pain point or problem that the product or service can potentially alleviate.
What is the second phase after capturing the client's attention?
-The second phase is to stimulate interest by raising the client's attention level towards the product or service and making it the solution to their problem.
How can a salesperson ensure their product or service stands out during the interest phase?
-The salesperson should help the client visualize the results they will achieve using the product or service and highlight the negative consequences of not having it.
What triggers the desire to purchase in a client?
-The desire to purchase is triggered when the interest in the product or service is raised to a peak level, prompting the client to ask about the cost and payment terms.
How should a salesperson respond when a client starts negotiating on price?
-The salesperson should use the client's own words and questions to guide them towards taking action, such as asking how they would like to pay or what additional features they might want.
What is the fourth phase in the sales process mentioned in the script?
-The fourth phase is action, which involves closing the sale by leveraging the client's expressed desires and concerns from the previous phase.
Why is it important to not assume that a client is ready to act just because they have agreed to a meeting?
-It's important because the client's readiness to act must be demonstrated by them, not assumed. The salesperson must verify the client's attention, interest, desire, and action through the sales process.
What is the significance of understanding the client's timeframe?
-Understanding the client's timeframe is crucial because it helps the salesperson align the urgency of the solution with the client's needs and expectations.
How can a salesperson qualify a client from an economic and decision-making perspective?
-The salesperson should assess the client's financial ability to make the purchase and their authority to make decisions regarding the purchase.
What is the advice given for salespeople who struggle with transitioning from one phase of the sales process to another?
-The advice is to analyze past sales attempts, particularly those that were not successfully closed, to understand which steps were done well and which need improvement. It's also suggested to develop scripts for each phase of the negotiation to guide the sales process.
What is the final piece of advice given to ensure continuous improvement in sales?
-The final advice is to take action and implement a plan every day, focusing on something to improve continuously in the sales process.

Outlines

00:00

🔍 Understanding Customer Needs: The Sherlock Holmes Approach

The first paragraph emphasizes the importance of truly understanding a customer's urgent needs before attempting to sell a product or service. It suggests adopting a 'Sherlock Holmes' investigative approach to identify the customer's pain points and how the product or service can alleviate them. The focus is on gaining the customer's attention by addressing their immediate issues and moving on to stimulate interest once attention is secured. The paragraph also highlights the need to transition from understanding the customer's current situation to envisioning how the product or service can transform it, thereby building desire and leading to a sale.

05:02

💡 Stimulating Interest and Overcoming Objections

The second paragraph discusses the process of converting attention into interest and then into desire, which ultimately leads to action. It covers how to elevate the customer's interest by allowing them to envision the outcomes of using the product or service and how to make them realize the opportunities they are missing without it. The paragraph also addresses the common objection that a product or service is too expensive, suggesting strategies to negotiate and offer additional value or discounts in exchange for something in return, such as referrals or further commitments from the customer. It concludes with the importance of not giving anything for free and using the customer's requests to progress towards a sale.

10:02

🚀 Implementing a Sales Strategy and Analyzing Performance

The third paragraph provides guidance on implementing a sales strategy and analyzing past performance to improve future sales outcomes. It encourages taking action and applying the discussed strategies daily. The speaker offers to help analyze unsuccessful sales attempts by examining the steps taken and understanding where the process may have faltered. The paragraph concludes with a call to action, urging the audience to implement the strategies and reach out for further assistance if needed, emphasizing that practice and repetition will lead to better sales performance.

Mindmap

Keywords

💡Sales Performance

Sales performance refers to the effectiveness and efficiency of a salesperson or team in generating revenue and meeting sales targets. In the video, the speaker emphasizes the importance of understanding and improving sales performance by being more attentive to the customer's needs and using a structured approach to close more deals.

💡Sherlock Holmes

Sherlock Holmes is a fictional detective known for his keen observation and deductive reasoning. The video uses the analogy of Sherlock Holmes to illustrate the need for salespeople to be observant and analytical in understanding the customer's urgent problems and how their product or service can provide a solution.

💡Customer Attention

Customer attention is the focus and interest a customer gives to a product or service. The video stresses that capturing the customer's attention is the first step in the sales process, which can be achieved by identifying and addressing the customer's pain points or urgent needs.

💡Interest and Desire

Interest and desire are stages in the sales funnel where a customer's curiosity about a product or service grows into a strong want or need. The video outlines strategies to stimulate interest by showing the customer the benefits and results of using the product or service, leading to a heightened desire to purchase.

💡Action

Action in the context of the video refers to the final stage of the sales process where the customer is ready to take a purchasing decision. It is the culmination of successfully navigating the previous stages, leading to the closure of the sale.

💡Product Service

Product service denotes the offering that a salesperson is promoting. The video emphasizes that the product or service should be positioned as the solution to the customer's urgent problem, and the salesperson should be able to demonstrate how it can alleviate the customer's pain points.

💡Closing Techniques

Closing techniques are methods used by salespeople to secure a sale. The video discusses various closing strategies, such as using the customer's feedback from the desire phase to guide the conversation towards a purchase and negotiating terms that are acceptable to both parties.

💡Time Frame

Time frame is the period within which the customer intends to make a purchase. Understanding the customer's time frame is crucial for a salesperson to tailor their approach and urgency in the sales process, as mentioned in the video when discussing the need to qualify the customer.

💡Qualification

Qualification in sales is the process of determining a prospect's potential to become a customer. The video highlights the importance of qualifying customers both from an economic and decision-making perspective to ensure they are serious and capable of making a purchase.

💡Sales Script

A sales script is a pre-prepared sequence of dialogue designed to guide a sales conversation. The video suggests developing a sales script for each stage of the negotiation to help salespeople remember key points and responses, making the sales process more efficient and effective.

💡Customer Engagement

Customer engagement refers to the level of involvement and interaction a customer has with a brand or salesperson. The video stresses the importance of engaging the customer actively, especially during the desire phase, where the customer begins to show a more profound interest in the product or service.

💡Sales Funnel

The sales funnel is a visual representation of the sales process that shows how a large number of potential customers move through various stages towards the final purchase. The video's content is structured around guiding the customer from awareness (attention) to the point of sale (action), which aligns with the stages of a typical sales funnel.

Highlights

The importance of understanding the customer's urgent problem to capture their attention and initiate sales.

The concept of being like Sherlock Holmes during the first meeting to explore and identify the customer's needs.

Transitioning from gaining attention to stimulating interest by making the customer aware of the benefits of your product or service.

Creating a vivid picture of the results the customer will achieve by using your product or service to increase their interest.

The necessity to make the customer feel the pain of not having your product or service and the opportunities they are missing out on.

Moving the customer from interest to desire by escalating their interest to a peak that triggers a buying desire.

Identifying when the customer is ready to take action, often signified by them asking about the cost or payment terms.

Utilizing the customer's statements and questions during the desire phase to guide them towards taking action.

The strategy of offering a discount or additional service in exchange for a commitment or referral to close the sale.

The significance of never taking the customer's attention for granted and always testing it, even if they have initiated contact.

Understanding the customer's timeframe and urgency for a solution to align your sales approach accordingly.

Qualifying the customer from both an economic and decision-making perspective before proceeding with the sales pitch.

The advice to remain in the attention phase until the customer demonstrates a clear desire for your product or service.

The importance of asking for something in return when the customer asks for a favor or a discount to establish a mutually beneficial relationship.

Analyzing past sales attempts to understand which steps were successful and which need improvement, using the four-phase model.

The offer to develop a personalized sales script for each stage of the sales process to improve efficiency and effectiveness.

Encouraging continuous learning and daily implementation of new strategies to achieve better sales outcomes.

The metaphor of life and sales as a dance or song, emphasizing the importance of rhythm and practice in the sales process.