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NCSM-2014

NCSM-2014. Karl Sooder-University of Central FL. Needs Discovery. “Improving the Typical Needs Identification Challenges in Role-Plays” 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.

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NCSM-2014

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  1. NCSM-2014 Karl Sooder-University of Central FL

  2. Needs Discovery • “Improving the Typical Needs Identification Challenges in Role-Plays” • 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”?

  3. 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??

  4. Needs Discovery • But…Wait!! • The Commercial Message • A Brief Needs Identification Competition! • Prize for the Best Set • International Panel of Judges

  5. Needs Discovery • The Case: “Bus Benches” • The Competition Assignment • Develop Needs Identification Materials • Time Limit: 8 minutes! • Flip & Go!!

  6. 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?”

  7. Needs Discovery • McGraw-Hill’s Largest-Selling Book of All Times!

  8. Needs Discovery • Situation • Problem • Implication • Need-Payoff

  9. 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!

  10. Needs Identification?? • “Needs Identification” vs. “Needs Discovery” • Process rather than static • Based on algorithmic thinking • Neil Rackham vs. Euclid!

  11. 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 ibn-Musa (780-850 AD)

  12. Needs Discovery • 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!!)

  13. 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!

  14. Formula Variables Any Decision (D) of any type (+/-/°) is based on • T = Trust Element • R = Risk Element • B = Benefit Element

  15. 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

  16. 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

  17. 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

  18. 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!!

  19. Needs Discovery • 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)

  20. Needs Discovery • Needs Discovery Algorithm • Trust • Risk • Benefit • Relationship

  21. Needs Discovery • AVOID!! • The Check List Q’s • The “Inquisition” Feel

  22. Needs Discovery • Simply Put: • “Let The Other Guy Do the Questioning!” • Sell Empirically!

  23. 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).”

  24. 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)?”

  25. 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)?”

  26. 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)!!

  27. 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 solutionsrather 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.

  28. 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.

  29. NCSM-2014 Karl Sooder-University of Central FL

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