Long Sales. Conditions for Success

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Long sales are also called "big" or "complex". As is clear from the name, such deals are accompanied by several negotiations that are extended in time and require high-quality preparation, a certain qualification of the manager and additional resources.

Where long sales are used
Let's start with the difference between short or complex sales. In fact, this is a very conditional division, since the same product can be sold in different ways - the first transaction is quick, the repeat sale can last much longer.

The category of quick or short sales most often includes mass-market goods. Long sales are not essential goods, but luxury items, real estate, non-standard, highly specialized goods and services. This type of sales is used, for example, for IT products, the industrial market and the service market.

Where long sales are used

The complexity of sales is determined by several factors:

The number of people involved in the transaction armenia email lis process. This is not just a "seller-buyer" conversation. Sales involve heads of other departments, company specialists, and experts.
Sales cycle length . The more people involved in the negotiations, the longer they will take and the longer the decision will be made.
Buyer's risks . The higher the cost and other risks of the purchase, the longer it takes to convince the client.
Resources . The sales cycle in complex sales lasts from several weeks to several years. Negotiations can be so costly for the seller that it makes sense to abandon them rather than continue them. Therefore, companies often resort to optimization and allocate certain resources for the conclusion of the deal, which cannot be exceeded.
The main goal of long sales is not only to sell the product, but also to create conditions for repeat sales as much as possible. The more carefully the manager approached the deal the first time, the higher the chances of a repeat purchase , even after several years.

What modern techniques are used in complex sales
The standard technique of complex sales is the method developed back in the 70s of the last century by Neil Rackham - SPIN . It is known to all sales managers, in fact, it is with it that their training begins. The method has been tested many times, has passed the test of time and is highly effective. Its application in sales ensures a 90% successful deal.

The main goal of the SPIN technique is to push the client to make a purchase decision on his own. During the negotiation process, there is room for four types of questions, these are:

situational , which determine the understanding of the current situation;
problematic ones that reveal the client’s needs;
extractive ones , which force one to analyze the client’s difficulties when it is impossible to solve the problems;
guides that help to see how things will develop if the problem is solved with the help of the seller's product, and push him to make a purchase decision.
What modern techniques are used in complex sales

There are 6 more long-distance sales techniques. These are:

Consultative Selling. Identify needs – become a mentor – offer the best solution.
Selling solutions. Focus the client on the problems and offer several solutions.
Conceptual selling. Find out how the client imagines the ideal product. Present your product in the same light. Identify the client's interest in the deal.
Selling with added value. Sell not only the product itself, but also add a check for additional products (services).
Sendler sales. The technique is designed to identify sales that do not meet the conditions. "It is better to refuse a deal than to invest resources in it."
Challenge sales. The seller is an expert in the buyer's business, ready to offer solutions to the problem. The buyer completes the deal when he no longer doubts the seller's high level of competence.
Customer-oriented sales. The customer is the main one, and we solve his problems.
SNAP. A flexible technique that forces the seller to be on the same level as the buyer.
Long sales are sales with an unpredictable ending, so the manager must constantly improve his skills, be prepared for difficulties, maintain dignity in any situation, not impose himself and calmly endure refusal.

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Categories: Blog , Useful articles , Sales
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