PSAI sales techniques

PSAI is one of the sales techniques centered on the customer and his problem. It’s the French equivalent of the American SPIN technique, widely used in North America.

Description of the PSAI sales technique

• Problem
• Solution
• Benefits
• Disadvantages

It’s hard to sell to a customer who doesn’t have a need, so we have to try to find the problem, or bring it out in the customer, before presenting our solution.

The advantages of the method :

• It helps to destabilize a customer who thinks his solution is good, without knowing that he could do better.
• It’s easy to criticize a competitor’s solution, since you recognize that it also has advantages, but you’re presenting advantages that it isn’t looking for.
• We match the benefits of our solution with those sought by the customer.
• We can play on the comparison of solutions by playing on the order of advantages and disadvantages, knowing that a customer always retains better what is said at the end.

The disadvantages of this method are twofold:

• Some customers don’t like to have their problem put in front of them; their ego is hit all the harder when someone else brings it to light. The SOS sales method is better, because it allows you to achieve the same result without having to face this difficulty.
• The salesperson can spend too much time highlighting the problem when the customer is ready to take action and buy.

How to put the method into practice

• Questionnez le client sur son problème avec des questions telles que :
  • What don’t you like about the current situation?
  • What are the sources of your difficulties?
  • What are the consequences? How much does it cost? What does this mean to you?
• Compare solutions
  • Start with the competition’s solution and end with your own.
  • Describe the competing solution, starting with its advantages and ending with its disadvantages, which you highlight.
  • Start with the disadvantages of your solution, putting them into perspective, then end with the advantages, which you highlight.
• Close the sale

Example of PSAI method application

Automotive

• Problème
  • Vendeur : pourquoi voulez-vous changer de voiture ? Quel est votre problème ?
  • Customer: my car only has two-wheel drive, and every winter I get caught in snow banks. I can’t take it anymore. I need a car with four-wheel drive, your vehicle is beyond my budget, there’s a cheaper vehicle available from your competitor.
• Solution
  • Vendeur : je comprends, je vais comparer les deux solutions qui s’offrent à vous
    • The other model does indeed offer four-wheel drive, the advantage being that it’s a little less expensive than ours, the disadvantage being that the system is far less efficient, so if you get caught in a big snow bank you won’t be able to get out, and that’s what’s important to you, isn’t it?
    • Ours is a little more expensive, but it’s the best 4X4 on the market, and I’ll explain why and show you why. You’re sure to get out if you get stuck in the snow.
    • since it’s convenient for you, we’ll take care of the purchase formalities.

In conclusion

PSAI is a remarkable sales technique for selling a product or service in a highly competitive market, but it requires you to know the advantages and disadvantages of your competitors, whose offers change regularly.