3 StepsT O T A K E C O N T R O L O F T H E S A L E

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The SBP Technique

Statement Benefit Probe

This is simply your nextstatement in the course of aconversation, or yourresponse to a question(transition quickly to applythe "benefit" step).

Build on your "Statement"with specific reasons whyyou're recommending thissolution to solve theproblem, or share examplesof ways this solution hashelped other clients (makeit quick—two to threesentences—andimmediately follow with the"probe").

Ask a question and allowthe prospect to verbalize hisor her own reasons whyyour product is going tohelp them achieve theirgoal. Just like that, you areback in control.

The Scenario

You're working with a client who is interested in new strategiesto improve sales prospecting. Their salespeople can't seem toget enough new opportunities into the pipeline.

Your conversation with the prospect is running off track, and it'stime to regain control of the appointment. Choose your directionbased on your value proposition for this specific client. In thiscase, you need to build value around demand generation, leadconversion, and building a sales pipeline. The client says, "Weneed our salespeople to win new business instead of justmanaging current accounts. How can you help us do that?"

1. Statement

"In this case, we'd focus on the first twophases of our customer lifecyclemanagement model. The first is LeadGeneration and Conversion, the secondis Sales Prospecting and Follow Up."

2. Benefit

"The thing our clients appreciate most, is thatour strategies don't just benefit one department.We create alignment between Marketing andSales with consistent brand messagingthroughout the sales cycle, and that's thetipping point. Demand generation improves,conversion rates go up, and you start to seemore new business in the sales pipeline."

3. Probe

"If we help you develop this type of sales andmarketing strategy, how do you see thingsplaying out when we introduce these ideas toyour team?" After this question, stay quiet,listen intently, and respond with either afollow up question or your next Statement,Benefit, and Probe.

This technique might not come easy at first.You've got to be quick on your feet andmake sure the client doesn't feel like youare cutting them off. With practice, itbecomes instinctive. You'll learn torecognize when it's time to reel theprospect in and take control of the sale.

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