accidental sales for be meeting 11.11.2010
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TRANSCRIPT
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The Unintentional Salesperson
Barry Thomason
November 11, 2010
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Agenda
• Not Magic, a Discipline
• What is Sales/What is Marketing
• Sales Process – Two Views
• Buying Process
• Combining Selling and Buying
• Principles
• Homework
• Resources
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Marketing Sales
CustomerSuspect Buyer
Acquiring a Customer
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Typical Sales Process
Initial Meeting
Demo or Presentation
Proposal
Follow up calls
Negotiate Agreement
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Mature Sales Process
Background and Preparation
Problem Definition/Solution Value
Initial Demo or Presentation
Estimate Presentation
Discovery
Targeted Demo(s)
Final Proposal Presentation
Follow-up Q & A Sessions
Value Analysis/ROI
Office Visit/Executive Meeting
Facilitate Reference Checks
Negotiate Agreement
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The Buying Cycle
Operations Recognition EvaluateResolveConcerns Commit
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Awareness
Discover/Magnify
Align
Selected
Reinforce
Operations
Recognition
Evaluate
ResolveConcerns
Commit
Buyer Seller
Continuous MarketingNothing. Daily Operations
Educating the prospectDeciding to change
Distinguishing our offerTrying to choose
Providing proofOvercoming fear
Working detailsWorking details
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Awareness
Discover/Magnify
Align
Selected
Reinforce
Operations
Recognition
Evaluate
ResolveConcerns
Commit
Buyer Seller
Continuous MarketingNothing. Daily Operations
Educating the prospectDeciding to change
Distinguishing our offerTrying to decide
Providing proofOvercoming fear
Working detailsWorking details
Background and Preparation (D/A)
Problem Definition/Solution Value (D/A)
Initial Demo or Presentation (D/A)
Estimate Presentation (D/A)
Discovery (A)
Targeted Demo(s) (A)
Final Proposal Presentation (A)
Follow-up Q & A Sessions (A)
Value Analysis/ROI (R)
Office Visit/Executive Meeting (R)
Facilitate Reference Checks (R)
Negotiate Agreement (S)
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Tips/Principles
1. Liar, Liar, Pants on Fire!
2. Set the rules
3. Slow down
4. Who’s side are you on?
5. Add value
6. “You’re Fired”
7. “Telling ain’t selling”
8. Own it
9. Price
10. Closing
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Homework
1. Document your current sales process. Are you asking the prospect to
invest time with you in activities that will give you the opportunity to
present your company and your offer as the best solution?
2. Make a list of 4-5 go-to questions that you always ask that will get the
prospect to talk about their problem(s)/opportunities and why they are
worth solving/pursuing.
3. Identify a potential champion inside each target opportunity. Ask them to
help you.
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Resources
• SPIN Selling – Neil Rackham
• Major Account Sales Strategy – Neil Rackham
• Strategic Selling – Robert Miller, Stephen Heiman, Tad Tuleja
• Questions That Sell - Paul Cherry
• Selling the Invisible – Harry Beckwith
• Positioning – Al Ries, Jack Trout
• Harvard Business Review – Articles
• Newsletters, Tips, Formal Training
• www.huthwaite.com
• www.millerheiman.com