successful selling pres

WELCOME

WHATHOWWHEREWHOWHEN

Routes to competitive advantage

Reduce labour costs: Turnover divided by # of full time equivalent employees = output per capita. Low = labour intensive business. High = knowledge intensive business

Material costs reduced: Buying power + efficiency of material utilisation

Production costs: ie, more out of the production (increased yield : output from input) cheaper ways of production

Marketing based route: ie, brand power & distribution (internet for example)

Routes to competitive advantageResearch & development: Doing something that no body else

does or can offer at this moment in time

Location advantage: Only one of its kind in the area

Service: Demand a higher premium for a guaranteed level of service (DHL deliver to your door come hell or high water by the agreed time)

Applications engineering: Different products out of the same materials, therefore producing the vast bulk of your products using a base of components eg; IKEA furniture is made out of combinations of the same components, Subway sandwiches etc

Unique Selling Position(s)

I.D Key USPs in your business that customers value

If not unique : Key positions that are high on customer’s values

EXERCISE

Unique selling position(s)

Competitor one Competitor two Competitor three

1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Delivery time

Available stock

Reliability

After sales

Lead generation The Funnel

PROSPECTS

SUSPECTS

ENGAGED

SEGMENTED

REFERRED BUSINESS

RETAINED BUSINESS

Skills matrix

Rapport Negotiation Product knowledge

Actively listens

Flexible Lead generation

PERSON 1

PERSON 2

PERSON 3

Not applicableNeeds assistanceGood performanceInternal champ

Talk is CHEAP

Action is VALUABLE

People buy people

A : AlwaysB : BeC : Closing

INTRODIAGNOSEPROPOSESELL

“Any situation (however remote) where ANYONE can form ANY impression on your organisation”

Moments of Truth[M.O.T]

1. Gain personal credibility

2. Gain professional credibility

3. Form an agenda to move forwards

INTRO [Objectives]

INTRODIAGNOSEPROPOSESELL

Wants v Needs

Stage of change [motivation] cycle

Pre-contemplation

Contemplation

Prochaska and DiClemente 1982

Motivation / readiness to buy

INTRODIAGNOSEPROPOSESELL

Stage of change [motivation] cycle

Pre-contemplation

Contemplation

Preparation

Prochaska and DiClemente 1982

INTRODIAGNOSEPROPOSESELL

Stage of change [motivation] cycle

Pre-contemplation

Contemplation

Preparation

Action

Maintenance

Lapse

Prochaska and DiClemente 1982

“If we don’t take care of the customer……..somebody else will”

SStart with a clear view of what you are selling and why (benefits as well as features

UUnderstand what the market (customers) REALLY WANT (it might be different to what they need...VALUE POSITION)

CCompetitor Analysis: What’s your competitive advantage and how can you defend it?

CCentre your selling activity around the customer... match your proposal to what they value

EEducate your people about selling. Everyone is selling regardless of their job title or role in the business. Consider the Moments of Truth. Empathise with their perception of selling and then change it

SSincerity is the key to lasting customer relationships which can result in repeat business and referred business. How would you like to treated as a customer?

S Start all over again every time you sell... INTRO... DIAGNOSE... PROPOSE... SELL

Steps to SUCCESS

w : www.expressionspartnership.com

e : s.thorpe@expressionspartnership.com