Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

Diagnosis: Diagnosing the Customer’s Need [Sales Process Part 5 of 9]

The first stage of the actual sale part of the sales process is diagnosing what your prospect needs or wants – and understanding which is which. This is the investigation, or diagnosis, stage of the sales process.

The Book of the Course!
Sales Skills: A Management Courses Introduction
This book gives a broad introduction to the topic, for managers and professionals who don’t want or intend to specialize in sales and selling. And as a fast start for someone needing to make a start in selling, for whatever reason.
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Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details

Sales and Selling Skills
This video is part of course module 8.4.1
Program 8: Managing Customers and Clients
Course 4: Sales / Selling Skills
Section 1: The Sales Process

Other videos that describe the Sales Process:
🎬 The Sales Process https://youtu.be/iPZNem-Xguw
🎬 Sales Prospecting https://youtu.be/m7bQ4wNeZmo
🎬 Pre-Sales Activities https://youtu.be/lEBsFG_jqnU
🎬 Rapport Building https://youtu.be/aJqduxW2MA4
🎬 Opening the Sales Meeting https://youtu.be/gjI7e-DBPH4
🎬 Presenting Solutions https://youtu.be/xf-mhhbL2tk
🎬 Handling Objections https://youtu.be/S6JFm46Gfso
🎬 Seeking Commitment https://youtu.be/1D1-VC9Ccjk
🎬 After Sales Activities https://youtu.be/3qrrlXwDjJI

Your aim is to identify personal and organizational needs, and priorities, so that you can understand the value that different potential solutions will offer your prospect. Particular things to pay attention to are:
• Fears
• Drivers
• Constraints
• Timescales
• Cost sensitivities quality standards
• Things they have tried before

We use question to understand our prospect’s needs, priorities, preferences, and desires. Follow a funnel process, in three stages:
1. Broad, open question
2. Detailed, probing questions
3. Checking, confirming questions

Keep going until you have learned as much as you need – or, at least, as much as you can.
And, importantly, as you go, always be
• Listening
• Acknowledging – ‘I see’
• Taking notes. Even if you don’t need notes to remember the details, it signals to your prospect that you are taking their answers seriously.

SPIN Selling
Neil Rackham’s famous SPIN Selling book – https://geni.us/Ir5xu – suggests a framework for the four stages of eliciting information from your prospect:
– Situation
– Problem
– Implications
– Need

Once you have a clear sense of what their problem is, and the need they want to fulfil, you can try a pre-close:
‘If I could show you a solution that will resolve this problem, within your budget, would that be something you’d want to consider seriously?’

1. If you are not familiar with the question funnel, be sure to memorize the basic process (1 MC CPD Point)
2. Also memorize the SPIN framework (1 MC CPD Point)

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

There are many books that introduce sales and selling. These are the ones I have, and can recommend:
📖 To Sell Is Human https://geni.us/L2EQmt
📖 The Only Sales Guide You’ll Ever Need https://geni.us/AEAVD5
📖 The New Strategic Selling https://geni.us/Zt2Z9n3
📖 SPIN Selling https://geni.us/Ir5xu
📖 The Psychology of Selling https://geni.us/AjR8AA

⭕️ Links to our book recommendations are affiliated through Amazon and help support our free videos

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 4 MC CPD points

00:00 – The first part of actually selling in the sales process
00:28 – The purpose of the Diagnosing step of the Sales Process
01:06 – The Diagnosis Process
01:44 – Open Questions
01:54 – Probing Questions
02:11 – Closed Questions
02:24 – Extending the questioning process
02:54 – Repeating the questioning process
03:22 – Valuable tips for the questioning process
03:50 – Using Neil Rackham’s SPIN Selling method
05:01 – The Pre-close

#SPIN-Selling #Sales #SalesProcess


Daniel Pink: To Sell is Human
The Miller Heiman Strategic Selling Methodology
Sollution Selling: Neil Rackham’s SPIN Selling
Mary Kay Ash: The Mary Kay Way of Selling
Dale Carnegie: How to Win Friends and Sell to Them
The Complex Sale: 101
Sales Optimization: Upselling, Down-selling, and Cross-selling
Account Management: What is Account-based Selling?
Pricing and Fear of Price
The 1-2-3 of a Successful Written Sales Proposal
Cold Calling to Get a Sales Appointment
You Need a Sales Strategy: Which One?
How to Qualify Your Sales Prospects
What is the Sales Funnel?
5 Components of a Powerful Sales Attitude
Sales Success Tips: Sales Do’s & Don’ts
Master Selling: Why People Do and Don’t Buy
After-Sales Activities [Sales Process Part 9 of 9]
Seeking Commitment – Closing the Sale [Sales Process Part 8 of 9]
Handling Objections to the Sale [Sales Process Part 7 of 9]
Presenting Solutions [Sales Process Part 6 of 9]
Opening the Sales Meeting [Sales Process Part 4 of 9]
Sales Meeting Rapport Building [Sales Process Part 3 of 9]
Pre-Sales Activities [Sales Process Part 2 of 9]
Sales Prospecting [Sales Process Part 1 of 9]
The Sales Process – a Summary of the 9 Step Selling Process

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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