Needs, Benefits, New Reality - 3 Essential B2B Sales Techniques

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The main difference of B2B is the long transaction process and a large number of decision-makers. In order for negotiations to be successful, sales managers use different techniques - in the article we will tell you about the most popular ones in this segment.

RAIN
This technique helps the seller move from simply listing characteristics to building long-term relationships and a deeper understanding of the benefits for the client. Let's look at each stage.

Mutual understanding (R). The sales manager needs to establish a trusting relationship with the client. He must learn about his problems, respond effectively to requests social media marketing service and thus win the interlocutor over.
Aspirations and Difficulties (A). It is important for the seller to find out what needs and goals the client wants to achieve with the help of the organization's products or services.
Impact (I). After establishing contact with the client, the manager analyzes his psychological profile and determines the most effective approach to interaction, for example, emotional or rational.
New reality (N) . The manager shows the client the future prospects that await him after purchasing the offered goods or services.
NEAT
The technique will be especially useful in negotiations where there are several decision makers. The acronym NEAT reflects the basic steps of this technique.

Needs (N) : First, the seller finds out what problems brought the client to his company.
Benefit (E) : The sales manager then explains how his or her proposal will help the customer reduce costs, improve efficiency, or increase profits.
Contacting Management (A) After the presentation, the seller needs to gain access to the decision maker for the deal.
Conclusion of the contract (T). The final stage is the discussion of the terms and schedule necessary for the transaction. The seller and the client discuss the terms of delivery, the quantity of goods or the process of providing services.

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SPIN
The method helps the seller convince the buyer that he himself has made the decision to conclude the deal. To do this, it is necessary to complete the key steps.

Situation (S) : The salesperson learns basic facts about the client's organization. This helps establish rapport and show that you are interested in their business and fully understand their needs.
Problem (P): The sales manager asks questions to learn about the challenges the customer faces in the marketplace. This helps to understand how the organization's product or service can help solve it.
Consequences (I). In this step, the seller and the customer analyze the possible risks that the problem may entail. This creates a sense of urgency and motivates the buyer to find a solution.
Satisfying the need (N): The seller offers specific solutions that will easily solve the problem and explains their benefits to the customer.
These techniques can be combined depending on specific situations to create a strong commercial proposal. And to increase the likelihood of a successful deal, we recommend taking the free online course " Customer Focus as a Way of Thinking ."