To be successful in a commercial negotiation, good upstream preparation is essential. To perform, prioritize tasks, target the right people, optimize their prospecting and maximize deal signatures, here is a summary of the best sales techniques that every salesperson should know. To be used without moderation to optimize your sales!
12 essential sales techniques for any salesperson:
- ABM : targeting your prospect
- CAB method : impact your commercial discourse
- BEBEDC : make a good discovery
- Customer Centric Selling : understanding customer needs
- SPIN Selling : strengthening active listening skills
- SPANCO : improve its conversion rate
- 4C : establish a customer relationship
- CAP SONCAS : develop an argument
- BATNA : optimizing negotiation technique
- SNAP Selling : influencing the buying decision
- SIMAC : boost sales
- Challenger Sale : revolutionizing sales
Prospecting, pitch and discovery
ABM: to target your prospects
Account Based Marketing (ABM) or “Marketing des Competes Strategies” in French is a B2B sales technique that consists of targeting high-potential customers, likely to generate maximum income for the company.
- Marketing efforts are focused on priority targets (high potential accounts) to increase ROI (Return on Investment);
- Implementation of more targeted marketing actions like eWorldTrade with more adapted CTAs (Call to Action).
ABM is broken down into 5 key stages:
1. Identify target accounts
2. Find the key people to contact
3. The channels on which to deliver your message
4. Develop your content
5. Launch the campaign and measure its effects.
CAB method, boost the impact of your sales pitch
To “beef up” your sales pitch and better bounce back from discussions with your prospect, the CAB method is essential! This sales technique allows you to get straight to the point with an effective and punchy pitch, worthy of an advertising spot.
A sales interview that follows the CAB method to sell a product is structured as follows:
- Characteristics (of product / service)
- Advantages compared to competing offers for example)
- Benefits (for the customer)
The sales agent’s pitch must follow well-defined sales stages to increase the conversion rate of prospects.
BEBEDC method: unravel a good discovery
To increase your closing rates, the BEBEDC method is a commercial technique that allows you to have all the information to know if a deal is worth it and how you will be able to win it:
- B – Need: identify the customer’s need precisely in order to anticipate and influence it;
- E – Issue: assess the impact of the purchase or non-purchase on the operation of the company;
- B – Budget: ask the right questions to assess your prospect’s envelope;
- E – Deadline: the challenge is to control the sales cycle and decision-making
- D – Decision-makers: ask yourself the following question “Who in the company is likely not to validate the choice of my product in order to choose another?”
- C – Competitors: assess the competition by asking direct or indirect questions to your client.
Customer Centric Selling: fully understand customer needs
This sales technique, born in the USA, offers tools followed by the best salespeople. Inspired by the book “Customer Centric Selling” by Michael T. Bosworth) this method has a dual purpose:
- offer a product adapted to the customer’s needs,
- And create a positive interaction with the customer for a long term relationship.
The challenge of this method is to understand and identify the customer’s needs by asking a series of relevant questions that will allow the salesperson to offer THE right product.
The salesperson must know his product / service perfectly and be able to detail it with as much detail as possible with his prospect.
Active listening is essential in this method: to create a good connection with your prospect.
SPIN Selling: strengthen your active listening skills
In his book, entitled “Spin selling”, Neil Rackham lists the ways and methods to increase its commercial efficiency.
For a salesperson, the purpose is to sell while for the customer his objective is to be satisfied with a product / solution that meets his needs. And to achieve this goal, the salesperson must practice active listening (series of open and closed questions). The method consists of questioning the customer on:
- S – Situation: to assess the business context);
- P – Problems: evaluate them to better understand the difficulties he encounters);
- I – Implication: imagine a scenario to anticipate the evolution of the situation if no approach is implemented);
- N – “Need-Payoff”: or “needs to be met”, estimate the benefits, once the obstacles have been removed.
SPANCO: improve your conversion rate from prospects to customers
Created by the manufacturer Xerox, the SPANCO method is a classic sales technique structured in 6 steps and whose objective is to convert prospects into lasting customers.
At each stage of the sales process, the salesperson must be able to assess in real time the turnover achieved as well as the number of leads generated.
Before the purchase, the commercial prospecting process is divided into 6 phases:
- Suspect : identify their targets, detect their needs or purchase motivation
- Prospect : build a solid argument, adapted to its target
- Analysis : active listening to identify needs
- Negotiation : take care of the presentation of your sales pitch
- Conclusion : Help take action (guide the prospect’s decision-making)
- Purchase order: once the purchase order has been made, sales representatives follow up with customers from the moment they place the order to build trust.
4C: Establish an excellent customer relationship
To make your meetings a success and increase your conversion rate, the 4C method is unstoppable:
- Contact: the first contact with your prospect determines the interview, you must make a good impression (physical sales interview, by phone or videoconference).
- Know: identify the customer’s needs in a clear way to offer them the best product. Let the prospect express himself (active listening), ask questions (open / closed questions), take notes, do not hesitate to rephrase your arguments to be sure that you have fully understood their needs.
- Convince: use appropriate arguments by adopting a challenger posture (use the CAB method).
- Conclude: in this final step (closing), keep confidence in yourself, this is the key to a successful conclusion of a sale. Having a winning mind is essential to establish a relationship of mutual trust with your interlocutor.
CAP SONCAS: develop an unstoppable argument
The CAP SONCAS sales technique is the combination of two methods: SONCAS and CAP.
The SONCAS sales technique consists in evaluating the psychological strengths of the prospect (purchase motivation) to better sharpen his sales pitch.
How to use SONCAS in 2019 effectively?
Imagine yourself in the shoes of a television store manager…
The situation: you have been discussing for a few minutes with a client … His profile is “secure” but he also likes “comfort” … During this exchange, he mentions that the price of the television would determine his choice … To retain him, the salesperson will use – effectively – the CAP SONCAS sales pitch to make a complete commercial diagnosis and offer the best product.
Identification of the prospect’s purchase motivation
According to the SONCAS method, 6 levers are at the origin of the purchase motivation:
Security: reassure the prospect
Pride: flatter your ego
New: innovate to outrun its competitors
Comfort: customer satisfaction
Money: what ROI?
Sympathy: with a pleasant customer relationship
Once the motivation has been identified, adapt your speech according to the course of the CAP method:
Advantages (of the product)
The arguments presented must be in response to the prospect’s motivation.
Closing & customer loyalty
BATNA and MESORE: the technique for a 100% winning negotiation
This sales technique comes from the book published in 1982 by Roger Fisher and William Uri “How to succeed in a negotiation”. The acronym BATNA (Best Alternative to Negotiated Agreement) is translated into French by MESORE (Milleara Solution de Recharge).
When concluding your deals, MESORE is an alternative in case the negotiation takes an unfavorable turn. It is then a question of proposing an alternative solution to conclude favorably.
To succeed in your MESORE, good sales training is necessary: preparation for interviews, anticipating the client’s brakes to propose the best solution, preparing commercial objections, adopting a challenger posture (winning mindset), setting objectives, considering all possible scenarios.
SNAP Selling: the art of influencing the purchasing decision
This selling technique is detailed in the book “SNAP Selling – Speed Up Sales and Win More Business with Today’s Frazzled Customers” written by Jill Konrad. This method consists of turning your prospects into customers through techniques that are outside the box. How? ‘Or’ What? By influencing the prospect’s decision-making process (he must be convinced that the decision comes from him).
A prospect makes 3 decisions (more or less intentionally):
- listen to you,
- initiate a change,
- Select the resources for this change.
SNAP selling therefore consists of understanding these three steps to structure the sales method in 4 axes:
- S: keep it simple!
- N: Be invaluable (highlight the real value of your solution)
- A : Stay aligned with the client’s business objections
- P : Target the priorities
The SIMAC Method: 5 steps to boost your sales
This sales technique follows a 5-phase methodology. Its purpose: to offer a product that meets the needs of the customer.
- S for Situation: make a precise point on the prospect’s situation
- I for Idea: pique the prospect’s interest with an idea that will arouse their curiosity
- M for Mechanism: demonstrate the effectiveness of the solution you propose using the CQQCOQP method (7 simple questions)
- A for Advantages: list the advantages and benefits of the product (presented as THE solution that must get the customer out of the deadlock).
- C for Conclusion: final step, where the prospect makes a decision.
Challenger Sale: how to revolutionize sales!
This sales technique is extensively detailed in “The Challenger Sale,” written by Matthew Dixon and Brent Adamson. This method offers an effective approach and tools to educate your prospect. It is based on several phases of argumentation to guide him at each stage of the purchasing process. Clearly, you naturally lead him to choose THE solution that YOU have offered him.
The sales pitch is broken down into 6 steps:
- ” Warmer “: identify the needs of your target
- ” Reframe “: redefine your client’s needs (highlight a hidden problem)
- “Rational Drowning “: what are the benefits of the proposed solution?
- “Emotional impact “: “humanize” the problem (egg: “you lose money every day”, “you waste precious time managing these tasks yourself”).
- ” Value proposition – A new way “: detail the proposed solution that would put an end to the customer’s difficulties
- “Our solution and implementation way”: explain how you will support it to implement your solution.
Hard Worker, Relationship Builder, Lone Wolf, Problem Solver, Challenger, which sales person are you?
Indispensable to any good salesperson, this summary of 12 sales techniques reviews the different manners, methods, approaches, which allow to gain in productivity and boost sales performance. These proven business methods highlight skills and knowledge that any salesperson must master to increase their efficiency tenfold.