[MUSIC] Hello, it's great to see you again. In this lesson we will talk about PSS, Professional Selling Skills, probably the most used selling technique in the world. Differently from models we have seen so far, PSS is a cake recipe type of technique. This means that in PSS there is a proscribed sequence, start doing this then do that, if a happens do b, etc., etc., etc. PSS, also known as needs satisfaction, was created inside the Xerox company in 1968. Xerox invested $10 million in the development of the professional selling skills methodology. And later, in 1972, the company created Xerox learning systems just to sell their new methodology. This technique can be broken down in four stages. First needs identification, second presentation, third objection handling, and fourth closing. We will now deep dive in each of these stages. In order to explore them we will have three parts, needs identifications, and in two other videos presentation, objection handling, and closing. But before we move on there are three definitions we must present that are key to the PSS technique and they are feature, advantage, and benefit. A feature is generally a physical characteristic that when declared makes the client say so what? An example of feature, our automotive tires have the same technology used by the aerospace industry, client will say so what? An advantage is a performance characteristic that when declared makes the client think can you prove it? An advantage example, our tire withstands impacts twice as hard as a regular tire, it will not be damaged by pot holes, will last longer, and client says can you prove it? Finally, a benefit is the positive outcome resulted from the use of the product or service, the client thinks I need to buy this. An example of a benefit, with our tires you will drive with greater peace of mind and will save money. Okay, now we move on to needs identification. Our example for this lesson will deal with a situation in which we're selling a customer relationship management, CRM, software in a business to business setting, this software is called Surefire. As we have leaned, PSS is also called needs identification and in order to identify the needs of a particular customer we'll apply the technique called questioning. There are three tools you will use to apply questioning, open ended questions, closed ended questions, and benefit statement. So open ended questions, what do they do? They make the customer speak freely and extensively about his or her needs, attitudes, and they are used at the beginning of the meeting or at any point for clarification. Let's give an example, how is your current CRM system performing? What are the comments the sales force has on your current CRM software? Could you clarify why you believe all CRM systems perform equally well? Closed ended questions, they direct the client to a specific area where you want to go, and a simple choice must be made like yes or no. They reveal specific needs or attitudes when open ended questions do not work, and they direct the client to needs that your product or service can fulfill. Examples, does your current CRM software meets your sales force needs? Or, does your call centers have problems with custom data synchronization? Or, have you ever thought about getting a more reliable CRM software? Benefit statement, what do they do? They describe a highly probable need of the client and they present a benefit of your product or service that fulfills this need. It directs the call to a topic you want to talk about and changes the focus of the conversation. Also, it can be used when the client has just a few minutes to see you. Examples, the majority of CRM systems have glitches with synchronization and that's why our Surefire software offers the perfect sync feature. Or, clients tells us our software provided a more accurate data synchronization, this is because our proprietary perfect sync module. Are you ready to present your product or service to your client? Okay, just hold on for a while, this is the topic of our next lesson, cheers. [MUSIC]