2 days full of role plays, group work and case study work – that was our workshop about sales with Oliver Kronawittleithner.
First, it is about building trust with the customer through: sympathy/empathy, will/passion and competence. Here, the majority relies on competence and sympathy and empathy are often treated in the way of the step.
I find this diagram very helpful to illustrate at which point you are. And what is important for your customer. I also find it very helpful to know that in the first phase, in which there is only latent demand, 10-25% of customers show interest. As long as the buyer is not aware of his problem or the opportunity, it remains difficult to make the purchase decision. As long as the list of requirements is not defined, it makes no sense to make an offer to the customer. However, if there is already a concrete purchasing vision, one must be aware of the choice of the customer. If you are in position A you naturally have the best chances of fair conditions in order to create a win-win situation. However, if you are only in second place (due to budget or other factors), there is a risk that both sides will be dissatisfied with the decision and the negotiated conditions.
The question of a discount
If the price is too high, the desire for a discount may arise. Now it is important to fallow this rules: First of all, hold against, take a position. However, if the customer does not slacken at all, then one can try to claim a consideration, on the basis of which one can give discount. The motto is: never give without taking before.
How does interest arise?
Emotions are much more essential than rational arguments, this is what we heard before in other workshop parts too. Basically, it first needs a problem or an opportunity to awaken the need in the buyer. These are mainly controlled by emotions. Companies usually provide solutions, whereby it would be more effective to draw attention to problems/chances. With this knowledge Oliver has given us some templates for sales dialogues and cold aquises, which I find very useful and would like to integrate in the future.