I received a book from M.Books publisher 20 days ago called “Achieving Excellence in Sales: SPIN Selling,” and I immediately thought, “Oh, it’s just another sales book.” But that was only until I read the first few pages, when I discovered there was something more to it.
From then on, it didn't take long for me to realize that the work I had in hand could be extremely useful for B2B e-commerces, that is, those in the sector in which products and/or services are marketed from companies to companies from an online store.
Want to know why I thought that way? Want to find out where this book can be useful in B2B? Yea? Well then, keep reading!
Click and also access the post “ Inbound Commerce ”. In this way, read a summary of the book “Content SA”, which teaches you how to build customer loyalty first and only then create an online business.
HOW IS THE BOOK “ACHIEVING EXCELLENCE IN SALES”?
The book “Achieving excellence in sales” has 218 pages, 23 x 16 cm and almost “half a kilo” of information. In addition to being printed, it can also be obtained in e-book format at some bookstores.
The work is signed by English academic and sales consultant Neil Rackham. He is the founder of Huthwaite, a multinational sales consulting and training company based in South Yorkshire, UK.
In just eight chapters, Rackham gives us new insight into the act of selling. Briefly, he explains:
1 – The relationship between behavior and success in sales;
2 – Closing the sale;
3 – Customer needs in a large sale;
4 – The SPIN Selling strategy;
5 – Offering benefits for large sales;
6 - How to avoid objections;
7 – How to start a sales visit;
8 – How to turn theory into practice.
One of the most important parts of the book is, without a doubt, chapter 4 where the steps of the SPIN Selling strategy are demonstrated. In fact, I liked this chapter so much that I ended up doing a brief summary of it. Check it out next!
Access and read the article “ B2B E-commerce ” as well. In this way, you can learn about the book “Tools for Success in B2B E-commerce,” authored by university professor Giovana Vieira.
WHAT IS THE SPIN SELLING STRATEGY?
SPIN Selling is a sales methodology. It helps salespeople (especially those who work in B2B) to ask prospects the right questions during a product or service sale process.
In this method, the seller must ask questions based on four parameters, they are:
1 - Situation:
Questions that help you understand the situation/context (the side) of the prospect.
2 - Problem:
Questions that help identify the problems that the prospect faces on a daily basis.
3 - Implication:
Questions that help the prospect become aware of the negative impact of their problems.
4 - Need for Solution:
Questions that help the prospect discover how valuable the solution you offer is.
As can be seen, the SPIN terminology is derived from the initial letters of these four parameters.
But anyway, now is the time to ask, “Okay, okay, James, but how can this help someone sell more from a B2B online store?” The answer to that comes in the next topic.
Access and read the post " B2B Sales " as well. Learn about the characteristics of this sales modality.
WHY IS “ACHIEVING SALES EXCELLENCE” GOOD FOR B2B BUYERS?
One of the differences between B2B and B2C e-commerce is that the former requires a good chat before closing a sale.
In other words, while in B2C a consumer places a product in the virtual cart, checks out and completes the purchase alone, in B2B it is almost always necessary to have the assistance of a salesperson before someone comes to write a check, pay a bill or make a bank transfer.
This sales assistance can start via email, phone or chat, for example. Afterwards, it can end in a face-to-face visit. In fact, face-to-face visits are very common when what is being sold is a service.
In any case, it is at the time of assistance (whether in person, online or via telephone) that the SPIN Selling concepts can be successfully applied. In fact, if you are a B2B salesperson, then you can help your prospect visualize and become aware of their Situation, Problem, Implication and Need for Solution.
As soon as you do that, your prospect will be thinking, "Oh my, my friend, for the galaxies, sell me something!" Then, all you need to do is put your product or service on the table. captain?
Access and read the post " How to create a B2B online store with the VTEX e-commerce platform ". Learn about some of the solutions offered by this powerful cloud commerce system for business-to-business transactions.
