Sales technology is a well-coordinated set of strategic actions of the seller in the process of communication with the buyer, aimed at maximizing sales volumes. The variety of approaches in this area is enormous. The ability of the seller to master and use many options directly affects the likelihood of a successful deal.
Let's take an example: a customer, while in a cosmetics store, asks about the price of lipstick. One of the consultants simply answers and walks past, missing the opportunity to make a sale.
The second consultant, on the contrary, shows interest, asks clarifying questions, offers similar products, actively pushing the buyer to make a purchase. In this case, sales technology is used.
It is important to note that the amazon data package term "technology" is a general one, including specific sales techniques. However, in marketing, these terms are often used interchangeably.
Let's look at popular sales techniques.
SPIN
One of the most common schemes for interacting with a buyer is selling using four types of questions:
C: situational questions. They reveal the context for choosing the optimal solution. For example: "How often do you use your car in winter? What winter tires do you usually buy?"
P: Problematic questions. They reveal obvious problems for the buyer. For example: “How long do your winter tires last? How often do you encounter problems on slippery roads?”
I: Elicitation questions. Show possible consequences. For example: "How much does it cost you to change your winter tires every year? Have you considered how much you spend on each winter trip?"
H: Leading questions. The buyer, answering questions, formulates the value of your offer. For example: "Do you have a goal to improve winter driving safety? Or to reduce the cost of each winter trip?"
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AIDA
This technique, originally used in marketing to reflect the customer's path through the sales funnel, is also actively used in live contacts with customers. It includes four stages:
Attention: attracting the customer's attention through various methods, such as non-standard advertising or information from a consultant about the characteristics of the goods. The goal is to arouse the interest of those who have not thought about buying.
Interest: showing the customer how new product features can change their everyday life.
Desire: creating a desire in the buyer to buy a product right now by emphasizing the benefits offered by promotions, discounts or bonuses.
Action: transition to checkout with an offer of convenient payment methods.
Small Talk
The art of small talk, often used in the B2B segment, is a strategy where the initial conversation is not about business, but about something innocent, such as the current news or the weather. The main goal is to create an informal, human connection with the client so that subsequent communication will be more open and trusting. Once this contact is established, the product is presented, while maintaining a friendly tone.
Small Talk
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For example, when a company representative visits a business meeting, they don’t immediately move on to presenting their proposal. To establish positive contact, they start the conversation with something like: “This is my first visit to your city – wha