selling during tough times world of asphalt - 90 minutes - nashville 2016
TRANSCRIPT
Selling During Tough TimesDo you need Sales ?
Do you need Marketing?
Do you need Both?
Personal Selling
With an emphasis on “Personal” and “Selling”
The Purpose of Personal Selling
To bring the right product/service into contact with the right customer and to motivate that customer to take action (buy)
The Essence of Personal SellingThe presentation of products with persuasive messages to prospects and customers
Persuasive conversation is 2 way, not 1
The goal is to match customer’s needs and wants with goods and services offered
Ultimate Objective: Make a Sale
Objectives of Personal SellingIncrease sales volume (units/revenues)
Increase sales per customers
Increase customer buying frequency
Increase number of customers
Personal Selling Ultimate GoalEnsuring customers needs are satisfied at a high level
Advantages of Personal SellingTwo way communication
Adjust the message
Specific questions answered
Objectives can be addressed
relationships
Sales Rep RoleGather customer info
Communicate benefits
Prospecting
Demonstrate the product
Advise; consult
Keep in touch; rapport; goodwill
Start the order processing with an order
What Makes a Good SalespersonInterpersonal Qualities
Flexibility
Self Motivated
Problem Solver
Knowledge
Presentation / Communication
What Makes Your Selling Different Sell with a positive attitude
You motivate people to take action
Convincing, persuading, communicating value
Asking for and getting the order
What Make Your Selling Different Part IIDiligence can be a differentiator
Which type of sales person are youOrder taker
Customer service provider
Consultant / advisor
New business development
Relationship manager
8 Step Selling Process prospecting /targetingdeveloping a list of potential buyers
approach initial face-to-face contact with prospect during which first impressions are formed
presentation presentation/demonstration of how the product fills a need or solves a problem for the prospect
needs analysis discovery and assessment of prospects needs
8 Step Selling Process
answering questions
prospect provides feedback and salesperson attempts to further tailor the presentation for the prospect's needs
overcoming objections
close
salesperson asks the prospect to buy
followup
delivery, customer service, referrals , keep in touch
Personal Selling is Not(Worst Practices)Manipulative
Arrogant
Aggressive
Greedy
Unscrupulous
Only out for the transaction
RapportNo Rapport – No Likability
No Likability – No Trust
No Trust – No Sale
RapportGets you in synch with your prospect
Breaks down defense walls
Promotes open and honest communication
Rapport - HowFocus on the buyer
Consumer interests
Speak their language
Offer value – law of reciprocity
Humanize your admissions
Share something personal
Testimonials and case studies
Compliment to show respect
Rapport – How …continuedBe different
Be first
Be new
Respect time
Understand them enough to see the world through their eyes
Therefore…Shut up and listen
Don’t be a stranger for long
Use their name
Speak their language
Find the problem; solve it
Don’t sell and oversell
Don’t make it all about you
Why People BuyPurchasing behavior is unpredictable therefore overcome objectives and solve every problem
Why people buyEmotions
Desires/wants
Needs
Why People BuyPositive Results when you anticipate emotional needs of customers
People Buy To:Solve problems
Make themselves feel good
Therefore remember they buy with their hearts too!
Why People Buy75% of buying decision are based on unconscious needs and wants Prestige Habits Perceived value
Buying BehaviorSometimes the consumer does not know what he wants
Why People BuyPeople can be interested and not buy
People can want something and not buy
If they believe in something they will buy, given the opportunity and the means
Consider ThisThere is a whole segment of the population with a mentality that bases good times on where they can go and what they can buy
-Jeff Foxworthy
People don’t buy from sales people because they understand products but because they felt the salesperson understands their problems.
Therefore…Put the desires of the prospect ahead of anything else, especially you, your product and your company
Consider ThisSteve Jobs to John Scully to lure him to Apple from Pepsi: “Do you want to sell sugar water the rest of your life or do you want to change the world?”
People buy when the pain of the problem is greater that the cost of the solution
They buy BenefitsAvoid pain
Feel better
Feel smarter
Save time
Save money
Save hassle
And they buy your competitive advantage that addresses all their other wants, needs and beliefs
Be the Sale!The majority of people make purchasing decisions based on:
An emotional experience
Lack of vision of the actual product or service
So help your prospect imagine that great vision of what you're selling.
”Believing" in your products or services
4 critical elements required for belief and confidentce are:
Your Product Cost – Competitive with value added components (see benefits and competitive advantages)
Your Product Quality - Prove it don’t just talk about it (testimonials, case studies, awards…)
Creative Solutions – Positioning above the competition with innovation
Meet or beat Deadlines
Target Market
Targeting Involves
Who buys what
Why they buy it
Where they buy it
Target Market ConsiderationsCharacteristics
Habits
Desires
Activity
Geography
Taking Dead Aim
Who will benefit most from my products and services?
Why do customers do business with you?
What do your customers have in common?
The Ultimate Targeting Exercise
If you could magically
define the “ideal client,”
what would they look like?
Your Best Prospect
….is a current customer
Second best is a past customer
Questions are the answers to successful
selling
Better Questions Get Better Answers
Questions generate and guide conversations
It’s not the gift of gab it’s the mastery of the art of asking questions
Consider the Green Eggs and Ham ApproachRelentless regardless of objections.
Would you try them with a fox?
Wearing socks?
In a moat or a boat?
Sam is a great model for the power of persistence.
The friend decides to taste only to discover he LOVES it!
What Questions to AskImpact Questions about
Situations - Discovery Problems - Clarify Implications Justification of solutions
Discovery Questions allow you to help prospects identify their real problems
Questions can help them envision the true costs of complacency
Questions can unearth potential objections early
Questions engage intellectually and emotionally demonstrating a sincere interest in them
Situation Assessment QuestionsHow has that impacted…
How useful has it been…
What were the reasons behind that….
What is missing in your opinion…
Has anything changed since we last met?
Clarification Questions Why is that important to you…
What do you mean by that…
Let me make sure I understand you…
Use lots of what questions
Justification QuestionsGet the buyer to identify the benefits and the payoff to your solution
How would that impact…
What would you change about..
If you could have it how would that impact?
What would it take…
Ideally what would you like…
More Power Questions
What do you like about what you’re currently doing?
What don’t you like about your current situation?
What would you like to be enhanced or improved?
What can you tell me about your priorities?
What prompted you to start this project now?
What can you tell me about your decision-making process?
How do you handle budget considerations?
What other options are you looking at?
What can you tell me about the people involved in the process?
What obstacles are in the way of moving this forward?
How will you be evaluating different options?
How much support does this have at the executive level?
Overcoming ObjectionsProduct knowledge
Creativity
Confidence in yourself
Confidence in the product and company
All of this must come together in overcoming objections
Overcoming ObjectionsYou must combine technique with honesty and conviction to resolve any doubts
Overcoming ObjectionsHow many times have you heard:
Im not sure I need to think about it Call me in 6 months
Overcoming ObjectionsClient is sending a signal that they are ready to buy but are afraid to make decisions
You must eliminate fears
How to OvercomeListen fully
Confirm the objection
Qualify it as the only objection
Question and explore the one objection more
Answer the objection
Pre-close on the answer to the objection
Re-orient the discussion
close
Price ObjectionIncrease perceived value
Bonuses
Bundling
Long term commitment
Give something; get something
Build more credibility
Point out other value (non invoice items)
Overcoming ObjectionsOnce you get into discounting and competing on price, you are pretty well doomed
Prices should be moveable but not the only point of differentiation
Don’t Do (worst practices)
• Argue (dead right)
• Attack the person
• Never assume you understand their language
• Insult
• Avoid issues
• Shift responsibility or blame
• Contradict
• Make the person wrong
• Dwell too long on an objection
• Guess or make up an answer
Closing – high probability selling style The 'Closing' is the sum total of the entire series of agreements. Closing
happens at all stages of the sales process.
During the sales process, almost any point of discussion provides an opportunity for a commitment. It's as simple as asking questions like:
"This system will produce at least 20% more. Is that what you want?"
"Is it profitable to spend x dollars to achieve that magnitude of result?”
"The solution requires a new approach and process. Is that acceptable?"
Closing – high probability selling style If I could show you a way that you can double or triple your sales closing rate -- and teach you how to sell 50% to 100% of all prospects that you come in contact with -- are you willing to spend
ClosingMaking the sale
Final step in transaction
Identify next action
Closing TipsSilence
Watch emotions and body language
Don’t buy it back
There are no, “Ill get back to you…”
ClosingClosing is really opening a relationship so concentrate on building a partnership
Follow Up…Consider This
Keep in touch and follow upKeep-in-touch marketing is a way to stay in front of your prospects and customers.
Develop follow up systems with every prospect. Gently persist with your prospects with regular calls to check back in with them.
“Not right now” does not mean “no.” “We’re working with another company” does not mean “no.” Until you hear the word “No,” it’s not a “No.”
Keep in touch and follow up
Studies show that over 80% of sales take place after seven contacts.
To be absolutely effective in your sales follow up you need to plan on having at least seven contacts with your prospects.
44% of all salespeople quit trying after the first call
24% quit after the second call
14% quit after the third call
12% quit trying to sell their prospect after the fourth call
This means that 94% of all salespeople quit after the fourth call. But 60% of all sales are made after the fourth call.
Keep in touch and follow upSo, how are you currently keeping in touch with your prospects and customers on a regular and consistent basis?
Customer Loyalty is EverythingKeeping in touch creates and builds customer loyalty
Customer Loyalty is EverythingLoyal customers always return & become a dependable lifetime sales stream
Loyal customers brag about your service/product creating Word of Mouth (WOM) advertising ; the most effective marketing
You can sell your products for higher prices
Loyal customers are more forgiving when a mistake is made
Its All About RelationshipPeople buy products from sales people they like and enjoy working with.
You have to be interesting and fun to talk to.
A good salesperson/effort means that you will take the time to develop the relationship with your prospect.
Seller BewareBuyers are becoming more of an expert
Customer expectations are rising
Competition is intensifying
Markets are becoming global
Selling TrendsOnline Video Conferencing
Web/Phone Conferencing
Text Chat / IM
Social Media
Mobile Information Access
Selling Trends …continuedControlled Word of Mouth
Individuals speaking positively about a product in a way that does not make it obvious that they are hired to do so (guerrilla marketing; guerrilla selling)
E.g. train conversation
Action Items to Start Increasing Productivity:
Examine where sales people spend their time
Look for activity to delegateCreate maximum selling timeImprove the selling atmosphereMake compensation an incentive and understandable
Discuss the company's sales and overall business strategy on a regular basis.
Continuous improvement including training and education
Taking Your Sales to A New Level…Wrap UpPersonal Selling – Satisfy customer needs at the highest level
Make your selling different
No Rapport – No Sale
People buy your competitive advantage
Always be selling; always be closing
Just Remember…
Nothing Happens Until Something is Sold
Thanks for your Participation
March 7-11, 2017www.conexpoconagg.comwww.ifpe.com
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