"Selling is taking an idea; planting that idea in your customers' mind and making them feel that they thought about it"
By following the different steps of the customer centered selling process, salespeople do not need to make customers comfortable or feel a sense of urgency, (what can provoke a purchase), they will have these feelings alone!
The different steps will enable salesmen to persuade customers in a repeatable, predictable manner, exactly as customers go through the decision cycle.
The customer center selling process is closely linked to the customer centered decision cycle. Indeed it is important for a salesman to know what are the different steps the customer will go through while making a decision. Moreover it can allow him to know where the customer exactly is in his cycle. The key in the customer centered selling cycle, is to think and to sell the way customers think and buy.
[...] The whole confirmation stage should not last more 1 minute. However, it remains an important part of the customer centered selling cycle. This stage can be divided into 3 steps: Test understanding, other concerns?”, commit to change. Test understanding: It is time to use the skills as listeners. In order to not bother the customer, it is useless to talk again about the whole concerns he might have, whereas a brief summary: 1 or 2 sentences that will last few seconds. [...]
[...] The first stage is called the background probes. This sub stage allows getting basic information about the customer's current situation. The questions asked must respect 3 rules that are the following: to keep questions open, to avoid problems, to play the strengths. Even thought it is tough to resist asking close questions, a salesman should do so. It is likely that the salesman knows more about the industry where the customer is working and about their situation but he should leave him talk and carefully listen to him. [...]
[...] Salespeople should keep in mind that this process (as the customer decision cycle) is not rigid and can be adapted function of the situations and the customers they are dealing with. Last point of the customer centered selling cycle, the salespersons should not be intimidated by the large amount of steps they have to go through. There about 22 different sub steps. Even though, it is highly recommended to follow them to succeed in sales. With time and practice, they will become an automatism Fully discuss the “Research Stage” of Customer Centered Selling. [...]
[...] Then the salesman can have 2 cases. Either the customer looks like someone who can take decision quickly. In that case, the salesperson should take advantage of this opportunity and jump on it, using the problems identified during the probing technique. Otherwise, the customer can be more leaning to make the change; the salesperson should just write down the concern and will solve his problem in the next stage. Commit to change: It is one of the rare moments where the salesperson will ask close questions. [...]
[...] The salesman uses something called a trial close. It allows him to know how committed his customer is to make the change. In his answer, the salesman should hear a willingness to change and the sense of urgency required! To ask such question, being shy is not recommended. - Would like to look at some alternatives? Now the commitment is done, the most difficult part of the customer centered selling cycle is behind the salesman. The customer's problems as well so this stage is a good transition with the nest stages Discuss the “Requirement Stage.” Explain its importance and discuss and give examples of the questions that would be asked. [...]
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