Chapter 4 Flashcards
Trust-based sales communication
A collaborative and two-way form of communication that allows buyers and sellers to develop a better understanding of the need situation and work together to co-create the bestresponse for resolving thecustomer’s needs.
“talking with the customer”
dichotomous questions
ask the customer to choose from 2 or more options
Probing Questions
designed to penetrate below generalized or superficial information Used to: -request clarification -encourage elaboration -verify information
Evaluative Questions
use open- and closed-end question formats to gain confirmation and to uncover attitudes, opinions, and preferences of customer.
“how do you feel about___?”
“What do you think ____?”
Reactive Questions
refer to or directly result from information previously provided by the other party
You mentioned ____. Can you give me and example of what you mean?
Tactical Questions
used to shift or redirect to topic of discussion when the discussion gets of course or when a line of questioning proves to be of little interest or value
“Earlier you mentioned ____. could you tell me more about how that might effect ___?”
Strategic Questionings
- generates buyer involvement
- provokes thinking
- gathers information
- clarification on emphasis
- shows interest
- gain information
- advance the sale
SPIN
a questioning system that sequences four types of questions designed to uncover a buyers current situation and inherent problems. enhance the buyers understanding of the consequences and implications of those problems, and lead to the proposed solution.
- situation ?’s
- problem ?’s
- implication ?’s
- need-payoff ?’s
situation questions
Finding out facts about the buyer’s existing situation
ex: How many people do you employ at this location? Can you please describe your payroll process?
* least powerful SPIN ?’s, do your research in advance
Problem questions
Asking about problems, difficulties or dissatisfactions that the buyer is experiencing with the existing situation.
Ex: What sorts of challenges do you face with your payroll process? Have you ever had trouble getting the payroll processed on-time?
Implication Questions
Asking about the consequences or effects of a buyer’s problems, difficulties, or dissatisfactions.
ex: How do your employees feel when the payroll process is delayed? Do you have additional expenses as a result of having trouble with the payroll process? How much?
* Most powerful of all SPIN ?’s
need-pay off questions
Asking about the value or usefulness of a proposed solution.
ex: How would your employees respond if you could assure them they will always receive their paychecks on time? Would you like to learn more about how we can help you accomplish this?
ADAPT questioning
a questioning system that uses logic-based funneling sequence of questions, beginning with broad and generalized inquiries designed to identify and assess the buyers situation
- assessment ?’s
- discovery ?’s
- activation ?’s
- projection ?’s
- transition ?’s
assessment questions
-Broad bases and general facts describing situation
-Non-threatening as no interpretation is requested
-Open-end questions for maximum information
ex: What types of operating arrangements do you have with your suppliers?
Who is involved in the purchase decision-making process?
Discovery Questions
-Questions probing information gained in assessment
-Seeking to uncover problems or dissatisfactions that could lead to suggested buyer needs
-Open-end questions for maximum information
ex:
I understand you prefer a JIT relationship with your suppliers – how have they been performing? How do you feel about your current suppliers occasionally being late with deliveries?
