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Which sales technique to choose to increase the number of deals?

  • Structure your sales pitch
  • Closing the toughest deals
  • Identify the needs of prospects
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Implement and perfect your sales techniques.

Being a good salesperson is no longer simply a matter of mastering traditional skills - knowing how to communicate, how to capture the attention of the person you are talking to, having human and relational qualities - because with the digital revolution, consumers are more informed and have easier access to different options. Sales trainings have thus had to revolutionize their methodology in a sustainable way to improve the efficiency and quality of sales processes.

Why use a sales technique?

These upheavals linked to the rise of the Internet and e-commerce have profoundly changed the sales process: as customers have access to more information, they are no longer customers. It is therefore essential to establish an intimate relationship of trust with the customer, moving from a product vision to a customer vision, from transactional marketing to relational marketing, in order to set up a win-win transaction that will build customer loyalty over time.

These changes are accompanied by a diversification and transformation of sales methods. These methods must be mastered to improve prospecting, understand customer needs, use the right arguments and increase the number of deals signed.


Sales optimization is a major challenge for every salesperson and requires a meticulous mastery of sales methods. However, these sales techniques are not universal: they can be changed and adapted according to the situation.

Sales techniques allow the salesperson to structure their sales pitch, to better identify the customer's needs, to respond to their objections with agility and to build a relationship of trust.

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6 essential sales techniques to be more effective

There are a multitude of different sales techniques, and their number is constantly increasing with the changes in the business environment. We have selected the best of them, the ones that will allow you to get to the closing of your sales.

1. The SONCAS method for building a sales pitch adapted to your prospects' needs

The SONCAS method allows you to identify your prospects' needs in order to adapt your sales arguments while also using the main tools to encourage the purchase.

- SECURITY: The customers' need to be reassured. - PRIDE: They are self-centered and need to feel privileged. - NEWNESS: They want change and innovation. - COMFORT: The customer is looking to improve their well-being and needs simplicity. - MONEY: They want their purchase to be profitable and advantageous. - SYMPATHY: They value a warm and human exchange.

2. The CAP SONCAS method, a combination of two methods to improve the sales pitch and the customer relationship of salespeople

The [CAP] method (https://www.leexi.ai/en/sales-training/sales-techniques/cap-soncas/) increases a salesperson's sales through the implementation of a structure to their sales pitch.

-FEATURES: Clear and precise explanation of the product, its techniques and specificities to convince the customer. - BENEFITS: Present the beneficial elements of the product's characteristics to seduce the customer and meet their needs. - PROOF: Ensure that the product's benefits are concrete by showing a video, giving a demonstration, etc.

The CABP method uses the CAP method and adds the BENEFITS. The salesperson can use the SONCAS method to identify the benefits sought by their audience in order to choose the ones to highlight. This allows the for more relevant sales arguments.


3. The DISC analysis method to help you improve your understanding of your prospects' needs

This sales technique called DISC-which is also used in management-identifies four different categories of personalities and the priorities that are linked to them.

  • DOMINANCE: These people tend to be confident and focus on achieving concrete results.
  • INFLUENCE: These individuals are more open-minded and value their relationships and their power to influence or persuade.
  • STABILITY: These people are often reliable and place a high value on cooperation and sincerity.
  • CONFORMITY: These people tend to emphasize quality, precision, craftsmanship and competence.

4. The SIMAC method for structuring your speech

The SIMAC method helps salespeople build their speech by organizing it into 5 steps.

  • Summarize the SITUATION by asking the right questions to understand the customer's needs.
  • State the IDEA in a clear, simple and concise manner to engage the customer.
  • Explain the MECHANISM of the idea, how it works using the WWWWHHW method (Who, What, Where, When, How, How much, Why).
  • List the BENEFITS of the idea, its main assets, to show the client the benefits they will get from it.
  • Conclude the presentation and clearly define the next steps to invite the client to take action.


5. The SPIN Selling Method to ask the right questions and close more deals

The SPIN Selling method helps salespeople close the most complex deals. This method distinguishes four categories of sales questions that must build on each other to achieve the ultimate goal: winning the sale.

-SITUATION: These questions help salespeople learn more about the current state of each prospect and are asked during the opening phase of a sale. - PROBLEM: These questions probe dissatisfactions and concerns of prospects and are asked during the investigation phase. - IMPLICATION: These questions give prospects the opportunity to express their frustrations with the problems they mentioned in the previous step and are asked during the demonstration phase. - RESULT (Need pay-off): These questions ask buyers how important or urgent it is for them to solve their problem and are asked during the engagement phase.

6. The Herrmann Model for working and communicating with others

The HBDI sales technique identifies 4 "Selves" to better understand others and their way of dealing with people and information.

-Rational Self: This self is fact-oriented, rational in its approach and interested in financial, performance, logical and technical aspects. -Cautious Self: This self is "form" oriented, organized, cautious, factual and takes its time before making a decision. -Relational Self: This self is "feeling" oriented, intuitive and human and needs to communicate. They are comfortable with people who have a high degree of emotionality. -Experimental Self: This self is "action" oriented, innovative and creative, they imagine and develop new strategies and hate routine.

Once you have studied all these sales techniques, all you have to do is choose the one you want to teach during your sales training

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