Tweet

The Difference Between Provocative Selling and Baseline Selling

Written by: Dave Kurlan

Article Overview: In the wake of a recent article by the authors of Provocative Selling in the Harvard Business Review an attendee challenged me to defend Baseline Selling. Since it was in the HBR, this attendee believed it had to be the better way to sell...

The Difference Between Provocative Selling and Baseline Selling

In the wake of a recent article by the authors of Provocative Selling in the Harvard Business Review an attendee challenged me to defend Baseline Selling. Since it was in the HBR, this attendee believed it had to be the better way to sell.

Provocative Selling, much like SPIN Selling, takes place between 1st and 2nd base. We can narrow it down even further and say that both Provocative Selling and SPIN Selling take place specifically at Uncovering Compelling Reasons to Buy. It’s important to point out that both SPIN and Provocative are not complete selling processes. They are processes to identify problems and potential consequences.

SPIN is a process for asking questions to uncover problems and it is so difficult that most salespeople can’t learn to do it.

Provocative does the same thing by suggesting, as opposed to asking, what the problems are. That is clearly easier for most salespeople but the ease of telling is offset by some potentially serious negative side effects. Most prospects don’t want anyone, especially salespeople, telling them what their problems are. Their resistance will go way up and quite quickly. Most salespeople can’t handle the effect of that resistance.

Instead, develop your SOB Quality by building your relationship, developing credibility and asking the right questions – good, tough, timely questions – which leads to a conversation that demonstrates that you get it and understand them. Ask questions they don’t even have the answers to and they will share their compelling reasons for doing business.

Refer to the chapter on Getting to 2nd Base for more details and many examples of uncovering Compelling Reasons to Buy.

Pain as a motivation to buy also came up at this session. Pain avoidance can cause someone to buy, but not necessarily. For some, the pain they will suffer from doing something is worse than the pain they will suffer from doing nothing. My favorite example is the CEO whose son-in-law, Livingston, runs the sales force. The Livingston is awful, terrible, the worst; he has alienated the salespeople, the management team and a number of customers. The CEO is in pain. But firing his son-in-law will cause more pain than living with the problem. He doesn’t want to lose his daughter!

The same scenario, seen from compelling reasons, ignores the pain and focuses on what is compelling. Improving morale, revenue and customer retention is compelling to this CEO, as long as it doesn’t involve firing Livingston.

Related Articles
  Sales Process is to Religion as Sales Methodology is to Prayer
  Most Frequently Requested Help
  3 Ways to Feel Better About the Economy
  Seth Godin Reinforces the Proper Sales Process
  Obama and Friends On Stage - Implications for the Sales Force

Article Tags: asking the right questions, attendee, avoidance, baseline, ceo, consequences, credibility, harvard business review, hbr, motivation, prospects, reasons for doing business, recent article, relationship, resistance, salespeople, spin selling, timely questions



Related Forum Posts
Re: Kevin's Case Study #10 - When to become an entrepreneur? - When the bug bite you. A lot of successful entrepreneurs started in their teens or at school. Selling sweets to fellow students or lemonade to firends in the neighbourhood.
Re: This is Marketing Warfare! - Hey GT, I guess this was from a while back, and it'll test your memory a bit but could you possibly elaborate on Unique Selling Proposition? Can you give us some examples of good USPs?
Blog pinging - Thanks Martin - yes, I do ping and it has been very effective. I'm currently on the first page of Google for Mastermind Group and on the second page for Selling to Small Business.
Business magazines - Fast Company is pretty good if you're into technology although it can be very on the edge. Entrepreneur has become one giant advertisement and I cancelled my subscription. Selling Power also has some useful content if you're looking at improving your sales skills / presentations.
New Guy Here - Automobile Industry - Hi Everyone, My name is Ray and I work as a sales trainer in the automobile industry. I have just completed a new training curriculum for automobile salespeople in the industry. It is called The Baby Steps of Selling Automobiles. I am beginning my marketing efforts through press releases and seminar formats. I joined the community due to my continued desire to work independently creating my own happiness and growth. Thank you for having me and I look forward to more correspondence in the future.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Gas bills go up by 18% can we take any more

Qualities of Leadership Part 1

Google Panda and Your Search Engine Rankings

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.