Transcript Slide 1

NCSM-2014
Karl Sooder-University of Central FL
Needs Discovery
• “Improving the Typical Needs
Identification Challenges in RolePlays”
• How many of you use role-plays in your
sales program?
• How often do you hear: “I’m having trouble
with my needs identification questions”?
Needs Discovery
• Sound like a whine?
• As They Say, “Needs identification is the
backbone and heart of the role-play!”
• Wheels Coming Off!!!
• Or is it??
Needs Discovery
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But…Wait!!
The Commercial Message
A Brief Needs Identification Competition!
Prize for the Best Set
International Panel of Judges
Needs Discovery
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The Case: “Bus Benches”
The Competition Assignment
Develop Needs Identification Materials
Time Limit: 8 minutes!
Flip & Go!!
Needs Discovery
• Needs Discovery Should NOT Be Market
Research!!
• “What are you looking for in a product?”
• “What are you looking for in a new
supplier?”
Needs Discovery
• McGraw-Hill’s Largest-Selling Book of All
Times!
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Situation
Problem
Implication
Need-Payoff
Needs Discovery
• At Issue:
• How to Set the Stage for Needs
Discovery?
• Less Confrontational!
• Convert to a Process for Success!
• Build a Lasting Partnership/Relationship!
Needs Identification??
• “Needs Identification” vs. “Needs
Discovery”
• Process rather than static
• Based on algorithmic thinking
• Neil Rackham vs. Euclid!
Needs Discovery
• An algorithm (pronounced AL-go-rith-um)
is a procedure or formula for solving a
problem. The word derives from the name
of the mathematician, Mohammed ibnMusa (780-850 AD)
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Enter- “The Discovery Zone”!
Born: 1990 (Billie Jean King)
Merged: 1999 (Chuck E. Cheese’s)
Psst! Anyone wanna go there tonight
instead of “The Biscayne Lady” cruise??
(I’ll buy!!)
Needs Discovery
• How Many of Us Have a School of
Engineering in our University?
• How Many of Us are Involved in Teaching
Selling Skills to Engineering Students?
• New Field: Sales Engineers!
• Less Than 10 universities Responding!
Formula Variables
Any Decision (D) of any type (+/-/°) is based on
• T = Trust Element
• R = Risk Element
• B = Benefit Element
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Psychometric Numeric
Values
• 0 = No Trust, Risk, Benefit or Decision Value
• 1 = Low Trust, Risk, Benefit or Decision Value
• 2 = Moderate Trust, Trust, Risk, Benefit or Decision
Value
• 3 = High Trust, Risk, Benefit or Decision Value
• Value Limits:
T<3
R<3
B<3
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Basic Relationships
• Best Value Decision Equations:
– Positive Decision (+ D):
+D = (T – R) + B ≥ 1 ↔ T ≥ 1
– Negative Decision (- D):
- D = (T – R) + B < 1
– No Decision (D0):
D0 = (T – R) + B ≥ 1 T ≥ 1
Phillips, The Trust , Risk and Benefit (TRB) Model: A Descriptive Decision Making Framework, pg. 79
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Needs Discovery
• Influenced by Clay Christensen of HBS
• Teaching in Both the College of Business
and College of Engineering & Computer
Science
• Is Undergraduate & Graduate Work in
Philosophy Good or Bad?
• Thirty+ Years of Corporate Experience
Needs Discovery
• Sixteen+ Years of Attempting to Teach
Selling in the Collegiate Environment
• What is the Buyer’s REAL Interest?
• Top Line: Let Them Feel That You Are
Their Personal Problem Solver
• Note: It’s a Dynamic Process, Not Static!
• Who Is Your Biggest Competitor?
• Change!!
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Biggest Issue for the Buyer?
Risk! Yikes! Wanna Keep My Job!!
Your Strategic Focal Points in “Needs”…
Build Trust
Bring Value
Ensure Follow-Up (Reorders)
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Needs Discovery Algorithm
Trust
Risk
Benefit
Relationship
Needs Discovery
• AVOID!!
• The Check List Q’s
• The “Inquisition” Feel
Needs Discovery
• Simply Put:
• “Let The Other Guy Do the Questioning!”
• Sell Empirically!
Needs Discovery
• Tactical Discovery & Exploration List:
• “If it’s OK, we would like to mutually
explore whether our partnership may be
appropriate at this time or not (trust).”
• “Further, we would like to briefly share
some success cases in situations very
similar to what your firm may be
experiencing in this economy (risk).”
Needs Discovery
• “BTW, as a salesperson, I’m continually
networking. May we refer customers to you
(benefit-value & trust)?”
• “Based on the case histories, brief product
and pricing information, do you see how
we can further explore partnering to help
you (implication & need-payoff)?”
Needs Discovery
• We are here to augment not replace
(benefit-value & risk)!
• “If today isn’t the right time to place a trial
order, may I call on you in the future since
we are continual innovators (benefit-value
& trust)?”
• “How do you most like to be contacted
(benefit-value & trust)?”
Needs Discovery
• If the buyer admits a need or allows,
proceed into a more detailed presentation.
• Cover questions & objections.
• Close!
• Set time and day for next meeting.
• BIGGIE: Help the buyer with his/her
personal growth (benefit-value & trust)!!
Needs Discovery-Bonus!
• Focuses the prospect on those issues, problems and
competitive situations which may well be not (fully)
recognized.
• Helps establish the salesperson’s and his/her employer’s
image as a problem solver.
• Focuses on solutions rather than just on a single sale
(the dreaded solo market exchange).
• Helps gauge the buyer’s perceived depth of the
problem(s) and the buyer decision making process/social
styles.
Needs Discovery-Bonus!
• Creates a sense of urgency to act/buy ASAP and not
delay.
• Provides early insights into possible questions,
objections and reasons to delay/not buy.
• Begins the closing process quite early in the overall
interchange.
• Helps your evaluation of the potential value of the
prospect/buyer.
NCSM-2014
Karl Sooder-University of Central FL