COACHING SALES PRESENTATIONS - MODELS FOR ASKING PROBING QUESTIONS

Peter A. Reday, Youngstown State University
Anthony Kos, Youngstown State University
M. Paulina Kassawat, Youngstown State University
Frank Sole, Youngstown State University

Published in

JOURNAL OF ACADEMY OF BUSINESS AND ECONOMICS
Volume 19, Issue 1, p79-90, March 2019

ABSTRACT

Business to business sales people must understand what their customers’‘ value in order to develop an appropriate bundle of benefits that will allow them to win their customer’‘s business on a repeatable and sustainable basis. The sales literature suggests the sales person asks probing questions during the salesperson/customer dialogue to uncover customer needs but the sales literature is silent as to how to structure these probing questions. This paper discusses three different models to structure these probing questions: the P&L, the 5 Factor Model, and the SWOT analysis. These models can provide significant strategic or tactical information that can be immediately applied to uncover wants and needs to develop a winning value proposition for both the customer and the selling organization. Since these models are generally well understood by sales people, the sales manager can confidently use them when coaching sales staff to improve their selling success with little if any additional training. An added advantage of these models is that the purchasing organization is also familiar with them.

Keywords

Sales Coaching, Professional Sales, Industrial Sales, Customer Value, Business to Business Sales, Industrial Buying Centers


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