4 best sales methodologies. How to choose the right one?

Every salesperson, when preparing for a meeting with a customer, thinks about how to lead the conversation to achieve the desired goal. Analyzing various possibilities, they usually reach for popular sales techniques, which nowadays are based primarily on building a relationship with the customer. Below are the 4 best sales methodologies we have selected. Read on to find out more.

Sales methodologies – table of contents:

1. Best sales methodologies
2. SPIN selling
3. RAIN selling
4. SNAP selling
5. Challenger sale
6. Summary

Best sales methodologies

Without a doubt, it should be stated that the method of negotiating with a potential customer should be tailored to the offered product or service, as well as the specific needs of the business, target group or industry in which you operate. One method of selling will work great in a particular industry (e.g., cosmetics), but will be completely inadequate for another (e.g., construction), where the customer and the offered products are completely different.

Using the right sales methodologies – regardless of the company, industry or end user – allows you to achieve the desired effect. It is for this reason that it is worthwhile to learn about the most popular ones and choose the method that is most appropriate in a given situation.

SPIN selling

The concept of SPIN selling was first used in Neil Rackham’s book in 1988. He created the method based on more than 35,000 sales calls made during his career. The SPIN Selling method is based on four categories of sales questions, each of which plays a key role in the sales process:

• Situation – questions about the customer’s current situation
• Problem – questions about the customer’s difficulties or dissatisfaction
• Implication – questions about the consequences or implications of the customer’s problems
• Need/payoff – questions that explore the importance of solving the problem for the customer

The above technique is used by advanced salesmen and works great for large companies focused on big transactions.

RAIN selling

In the RAIN methodology, there are four key elements to carry out the sales process:

• Rapport – customer relations are key to successful sales,
• Aspirations and afflictions – this step involves arousing the customer’s need by referring to their plans and goals,
• Impact – showing what will happen when the customer takes the offer and when they reject it,
• New reality – presenting a better version of reality that will become real when the customer takes advantage of the offer.

The RAIN method works well in situations where you want to complete the sales process quickly.

SNAP selling

The SNAP selling technique includes these four basic components:

• Keep it simple – ensure that the customer receives all the necessary information in the shortest possible time,
• Be iNvaluable – show that you are valuable, i.e. that you care about the customer’s business and needs,
• Always align – adjust so that the customer knows that your offer is tailored to their needs,
• Raise priorities – discover what is a priority for the customer and pay attention to that element in every situation where possible.

SNAP selling focuses on building a relationship with the customer. Using this method requires a good understanding of how consumers think and make purchasing decisions.

Challenger sale

This sales model is considered by many to be revolutionary because it differs from the others. The salesperson abandons asking the customer questions, and focuses on building their personal brand. Challenger sale includes 3 phases of the sales process:

• Teaching – the salesperson shows the customer their own business from a new perspective, educates the customer, explains procedures and points out room for growth or savings,
• Tailoring – this stage, which includes a meeting with the customer, involves focusing on the potential customer and tailoring the offer to them,
• Taking control – reaching this stage means that the customer is already engaged and you can start talking about specific elements of the offer (e.g., negotiating the price), and reassure the customer about the future profits they will receive.

This method was created for B2B salespeople and works well for them.

Summary

Although the number of sales methodologies is unlimited, it is clear that each of the strategies outlined above seeks to achieve the same goal – to influence the consumer in such a way that they decide to use the offered product or service. Modern methodologies assume that such a goal can be fulfilled through communication focused on the customer, their motivations and frustrations, and the problems they would like to solve. Thus, the sales technique should be tailored to the buyer’s personality and their situation. A personalized approach – this is the cornerstone of modern sales processes.

Read also: How to create a sales forecast?

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