{"id":10304,"date":"2023-11-24T18:29:29","date_gmt":"2023-11-24T18:29:29","guid":{"rendered":"https:\/\/dev.webhostlabs.net\/synergy\/?p=10304"},"modified":"2023-11-24T18:29:53","modified_gmt":"2023-11-24T18:29:53","slug":"sell-me-this-pen-part-2","status":"publish","type":"post","link":"https:\/\/dev.webhostlabs.net\/synergy\/2023\/11\/24\/sell-me-this-pen-part-2\/","title":{"rendered":"Sell me this Pen. Part 2"},"content":{"rendered":"

The Wolf of Wall Street in the Real Print World.\u00a0<\/strong>Part 2<\/h1>\n

Part 1 can be seen here<\/strong><\/a><\/p>\n

3 videos can be seen in this article and 2 more can be seen at the bottom of the home page of this site<\/strong><\/p>\n

Let\u2019s look at some simple sales frameworks.<\/h4>\n
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  1. Gather information. So how do you go about that?
    \nYou want to understand what kind of person you are selling to. How will they will use your pen? If they are in management, they probably sign important documents.Listening to them will give you background and hints as to how to most effectively persuade them to buy your pen.<\/li>\n
  2. Respond to the information by identifying their need for the pen and the fact that an unmemorable pen used on a memorable document could hamper thinking. What would happen if they didn\u2019t have a pen? You need to identify their pain.<\/li>\n
  3. Deliver information on your pen. Show the importance of using your pen to their job position. Highlight the benefits of your pen, the fact that it has blue ink which distinguishes the original from a copy<\/li>\n
  4. Hand back the pen telling them that they can keep the pen for a week and you will call back next Friday, at which stage they can place an order or give you back the pen.<\/li>\n<\/ol>\n

    Another framework used is AIDA \u2013 Attention, Interest, Desire and Action. This is a simple process, which means that it is not definitive, it\u2019s a guide.<\/p>\n

      \n
    1. You have to get your customer\u2019s attention. Without that you can\u2019t persuade them to buy. People\u2019s attention span is getting shorter. In 2000 it was 12 seconds and in 2013 it was 8 seconds. Compare that to the attention span of a goldfish at 9 seconds.Develop good openers, e.g. Have you ever \u2026Can you see \u2026Are you noticing \u2026
      \nBad openers will only turn them off, e.g. I\u2019ve got the thing that you want \u2026I just dropped by \u2026I was wondering whether \u2026If you don\u2019t get their attention within the first 8 seconds, you won\u2019t be able to keep it, let alone win it back.<\/li>\n
    2. You have to keep their attention by getting them interested. Get them talking about their problems and needs for your product. What would happen if they didn\u2019t have any problems identified. What about delivery, storage, quality, price, payment, aftercare, guarantee, etc.<\/li>\n
    3. This step creates a desire for your product. The need is recognised, but not the desire for your product. Like keeping a fire going, you have to stoke desire to a good flame. You may want to use the scarcity principle, e.g. the offer won\u2019t be around for long. You may want to show how other buyers use the product and approve of it. Another one is to show them how well your product is suited to their needs.<\/li>\n
    4. Now you have to sell. AFTO \u2013 ask for the order. You may have to negotiate, overcome objections or generally convince them to buy.<\/li>\n<\/ol>\n

      Some other sales methods are<\/h3>\n
        \n
      • ADAPT: \u00a0 \u00a0 \u00a0 Assessment, Discovery, Activation, Projection, Transition<\/li>\n
      • AIDA: \u00a0 \u00a0 \u00a0\u00a0\u00a0 Attention, Interest, Desire, Action<\/li>\n
      • ARC: \u00a0 \u00a0 \u00a0\u00a0\u00a0\u00a0 Ask, Recommend, Close and Cross-sell<\/li>\n
      • CHaR: \u00a0 \u00a0 \u00a0\u00a0 Confusion, Humour and Request.<\/li>\n
      • LAIR: \u00a0 \u00a0 \u00a0\u00a0\u00a0 Listen, Acknowledge, Identify objection, Reverse it<\/li>\n
      • LOCATE: \u00a0\u00a0 Listen, Observe, Combine, Ask, Talk, Empathize<\/li>\n
      • SELL: \u00a0 \u00a0\u00a0 \u00a0 Show, Explain, Lead to benefits, Let them talk<\/li>\n
      • SPIN: \u00a0 \u00a0 \u00a0\u00a0 Questions about Situation, Problem, Implication, Need-Payoff<\/li>\n
      • FAB: \u00a0 \u00a0 \u00a0 \u00a0 Features, Attributes (or Advantages), Benefits.<\/li>\n
      • QUAPMAC:Question, Unique, Ascending, Preclose, Match, Askback, Close<\/li>\n
      • NETPOSC: Number, Enquire, Total, Pre-close, Overcome, Satisfy or Stop, Close<\/li>\n<\/ul>\n

        As part of some of the sales training courses I run, I focus on the psychology of selling, the use of body language, negotiation, etc. Some of my favourite processes include QUAPMAC, NETPOSC and SPIN.<\/p>\n

        SPIN is a question asking process, derived by Huthwaite (which is the Q of QUAPMAC). You have to identify pain and you have to get them to realise that they have a problem. This may not be easy. Would using the machine you are selling help them to get more sales, produce new products, retain present customers, regain lost customers, have improved quality, be more price efficient, use less labour, etc. After you have identified a need that your customer agrees with you arrive at the need pay-off questions.<\/p>\n

        QUAPMAC is like driving along a road with traffic lights at each junction. You can\u2019t go to the next junction until you get a green light and your role is to identify when you get it and you can\u2019t skip steps.<\/p>\n\n\n\n
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