Chapter 6:Preparation for Success in Selling

MKTG. 377February 21, 2013

What you’ll learn about today…1. Study what types of information make up the “product

knowledge” necessary for success in selling.2. See how sales technology tools will impact a salesperson’s

performance and how to use these tools to your advantage.3. Better understand the concept of product positioning.4. Identify the three types of motivation and how they impact

human behavior.5. How to better accept personal responsibility for maintaining

your own self-motivation.6. Recognize the importance of goal setting as applied to your

personal success.

Preparation for Success in SellingCHAPTER 6

4 Essential Components For A Successful Sales Career

1. Knowledge2. Technology3. Positioning4. Motivation

Preparing to Sell

If you don’t invest the time to LEARN about your company, your product,your prospect and THEIR NEEDS… YOU WILL NOT SUCCEED

Remember those 5 P’:

Proper Planning Prevents Poor Performance

Osinski on the Best Ways to Get Organized Before a Sales Call

ASK YOURSELF THESE 6 QUESTIONS ABOUT YOUR PROSPECT, THEIR BUSINESS AND HOW THEY

RELATE TO YOUR OWN COMPANY

1 - WHO?2 - WHAT? 3 - WHERE?

4 - WHY?5 - WHEN?6 - HOW?

Gitomer on the Best Way to Prepare for a Sales Call - The Quicker Version

1 - Visit the prospect’s website2 - Visit their competitors’ websites3 - GOOGLE the name of the company that you are visiting4 - GOOGLE the name of the person that you are visiting5 - Take the information that you have obtained and formulate RELEVANT Questions5.5 - GOOGLE Yourself

Make the person you are calling on, WANT to meet with you

When in Doubt? Listen to Both of Us

Know the 8 Steps of Product Knowledge BE THE EXPERT!

“Ignorance is NOT bliss” in Sales, YOU MUST KNOW ABOUT…

1. The Product Itself2. Performance3. Manufacturing4. Service Available5. Distribution Channels6. Company Information7. Product Knowledge

Application8. Knowledge of the

Competition

8 Steps of Product Knowledge

1 -The Product Itself•External characteristics•How to use•All available options•Adaptability

2 - Performance•Life expectancy•Tolerance to wear and stress•Maintenance and supplies needed

TIMEX Watches“Takes a Lickin’, but Keeps on Tickin”

8 Steps of Product Knowledge

4 - Service available• Service policies• Service personnel

5 -Distribution Channels•Distribution strategy• Pricing policies• Media support

3 - Manufacturing•How is it made•Quality control

• 6 - Application of Product Knowledge

Know when to use it Don’t assume that it is solely

the company’s responsibility to educate you

8 Steps of Product Knowledge

• 7 - Information About your Company

History Philosophy Product evolution Present customers

Don’t talk too much… Remember KISS!

• 8 - Know your Competitors By knowing your competitors’

strengths and weaknesses, you can plan accordingly and you can beat them

Know about their reputation for service Their products Their prices Their delivery schedules Credit terms…

8 Steps of Product Knowledge

5 Key Benefits of Gaining Extensive Product Knowledge

1. Gives you more pride and self-confidence in your product and your company

2. It allows you to better diagnose a customer’s problems

3. It enables you to provide better customer service

4. It gives you an air of competence

5. Provides you and your company with a…

COMPETITIVE ADVANTAGE!!

Product Superiority

Source Superiority People Superiority

Service SuperiorityVersatility Design Efficiency Mobility Storage Packaging Handling Time Life ExpectancySafety Adaptability Appearance

Delivery InstallationInventory MaintenanceCredit MerchandisingTraining

Time EstablishedCompetitive StandingCommunity ImageLocationSizeFinancial SoundnessPolicies and Practices

Personal Knowledge and SkillsKnowledge and Skill of SupportPersonnelIntegrity and CharacterStanding in CommunityFlexibility of Call ScheduleInterpersonal SkillsMutual FriendsCooperation

Elements of a Competitive Advantage, will allow you to WIN through…

The Days of the Salesman With Nothing But His Sample Bag

are Over

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TECHNOLOGY

Technology:Sales Force Automation

Sales forces will become automated or else… they must to survive.

The virtual office is carried on a computer.

& it was your Professor’s job to REMIND THEM!

It wasn’t to long ago, that the Salesperson felt like they were a

“slave” to their desk

The Impact of Technology ToolsMakes the Salesperson’s Job FAR MORE EFFICIENT

• Personal Productivity1. Laptops and Handhelds

2. Contact ManagementSoftware

3. Mapping programs and GPS

4. Customer Relationship Management (CRM) Software & Non-Software (Cloud-based)

MARKET POSITIONING5 Key Points for Developing a Powerful Market Position

1. Find out what qualities of your product and service are most important to your customers. Use that information to custom design a niche for yourself

2. Put together a marketing strategy built around those benefits that are important to your customers and that set you apart from your competitors.

3. Remember the way you service your customers or sell to them can be a powerful difference.

4. Recognize that focusing on the few attributes that really set you apart means you can’t be all things to all people.

5. Keep an eye on how your competitors are positioning themselves & make sure to maintain a differential competitive advantage.

Peggy Collins

OnStar Positions Itself As Number One For Peace Of Mind

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Motivation is defined as the impetus to begin a task, the incentive to expend the necessary time, and the willingness to sustain the effort until the job is done.

MOTIVATION and Goal Setting

Motivation is a PRIORITY for both the Salesperson / Hunter and the Prospect / Hunted

Regardless of which one you are, when the Sun comes up, you’d better be RUNNING!

But, make sure that you watch where you are going

3 Types of Motivation

1. Fear 2. Incentive

3. Attitudinal

• Motivation arises as a response to either an external or internal stimulus:

Motivation.Which One Works Best For You??

1. Fear motivation is external, temporary and negative.

2. Incentive motivation is external, temporary and positive.

External Motivation Doesn’t Work in the Long-Run...

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YOU MUST MOTIVATE YOURSELF There is no “Motivation Magic Charm”

Motivation.Which One Best Fits You??

3. Attitudinal motivation is internal, permanent and positive.

Motivation.Which One Best Fits You??

3. Attitudinal motivation is internal, permanent and positive.

Whatever It Takes….

Gitomer on the Best Ways to Start Each Day & Get Motivated

1 - Wake up early2 - Love what you do3 - Dedicate yourself to beIng a lifelong student4 - Convert your anger into resolve5 - Convert Barriers into “Break-through”6 - Take each “NO” as a “NOT YET”7 - Watch little or no TV8 - Read for at least 20 minutes each morning9 - Write for at least 20 minutes each morning10 - Call the people that you love and tell them that you love them

10.5 - TELL YOURSELF THAT YOU ARE THE BEST!!!

In Summary, Sales Success is the Sum of…

Knowledge+ Technology+ Positioning+ Motivation

Success and the Total Person

Success is the progressive realization of

worthwhile, predetermined, personal

goals.

Success is……progressive throughout life.…different for different people.

How Many Of You Are Keeping Your “Wheel Of Life” Balanced?

Being Well Balanced is Essential For A Fulfilled Life

Best of luck next Tuesday Exam 1 - Chapters 1 through 6 And GLENGARRY GLEN ROSS 66 multiple choice questions Bring in a Green SCANTRON 882-E

form and a number 2 lead pencil

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