selling for the long run
TRANSCRIPT
SELLING FOR THE SELLING FOR THE LONG RUNLONG RUN
WHAT DO YOU THINK ABOUT THIS ?
WHY IS SELLING SO HARD?
People buy from People they likePeople they like and trustPeople who have the best solution even if they
don’t like them
SELLING FOR THE LONG RUN by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 2011
NEW WORLD OF SELLING
buyers buy from salespeople who are likeable, trustworthy, and willing to take care of the buyer’s needs, with the latter trumping all
SELLING FOR THE LONG RUN by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 2011
THE PROBLEM OF SILVERBULLET SYNDROME
SELLING FOR THE LONG RUN by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 2011
SYMPTOMS OF SILVER BULLET SYNDROME
Start each sales encounter with your standard solution pitch
Start each sales encounter with your company’s storyUse lots of sales support resources, have little sales
resultsUrgent mode, especially at month’s or quarter’s endMeet every buyer request with no trade in exchange for
your servicesEncounter surprises in the sales process
SELLING FOR THE LONG RUN by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 2011
TRICKLE-DOWN EFFECT
Buyers’ Market
Highly Competitive Situation
Desperate Actions
White Papers
Uncertainty & Doubt
Lengthened Sales Cycle
Questions of Your Character
Questions of Your CharacterSELLING FOR THE LONG RUN by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 2011
TransactionsTransactions RelationshipsRelationships
LocalLocal GlobalGlobal
ManagementManagement LeadershipLeadership
IndividualsIndividuals TeamsTeams
Sales VolumeSales Volume Sales ProductivitySales Productivity
SALES MANAGEMENT TRENDS
THE TWO CRITICAL QUESTIONS
““What Happened in Your Business That What Happened in Your Business That Triggered Your Need for a Solution?”Triggered Your Need for a Solution?”
““What Do My Prospects, Buyers, and What Do My Prospects, Buyers, and Customers Think About My Solution, My Customers Think About My Solution, My
Company, and Me?”Company, and Me?”
SELLING FOR THE LONG RUN by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 2011
CATEGORIZING SALES PROFESSIONALSTHE BUYER’S VIEW
SELLING FOR THE LONG RUN by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 2011
DO SUCCESS CHARACTERISTICS DESCRIBE YOU?
FUNDAMENTALS OF SELLING: CUSTOMERS FOR LIFE THROUGH SERVICE Published by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 1221
SPELL SUCCESS WITH 4 S’S—SSUCCESS
Love of Love of SellingSelling
Service toOthers
Stamina forthe Job
SalesKnowledge
Excels at StrategicThinking
PersonalCharacteristics
CommunicationAbility
Use of GoldenRule
FUNDAMENTALS OF SELLING: CUSTOMERS FOR LIFE THROUGH SERVICE Published by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 1221
INTEREST IN SERVING THE CUSTOMER IMPROVES AS OUR SELF-INTEREST DECREASES
FUNDAMENTALS OF SELLING: CUSTOMERS FOR LIFE THROUGH SERVICE Published by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 1221
WORLD CLASS SALES FORCE
EVALUATING SALES PEOPLE
Prospecting &
qualifying
Pre-approac
h Approac
h
Presentation &
demonstration
Handling objectio
nsClosing Follow-
up
Identify qualified potential
customers
Learn as much as possible about
customer
Make a relationship
Tell the product “story” & focus on customer
benefits
Overcome customer objections
Ask for an
order
To insure customer
satisfaction & repeat business
ADOPTION PROCESS
Awareness
Interest
Evaluation
Trial
Repeat Usage
Advocacy
“AIETURA”
Usage
Unawareness
Low High
Low
H
igh
Pote
ntia
l
AdoptionAdoption
A
B
C
WP BP3 BP2 BP1
Brickwall
NT
TARGETING
PROCESS ALLOCATION RESOURCES
Low High
Low
H
igh
Pote
ntia
l
Adoption
Conquer•XX Details•XX Samples/Detail•$XXXX for PR Event•Message…
Defend•XX Details•XX Samples/Detail•$XXXX for PR Event•Message…
Maintain•XX Details•XX Samples/Detail•$XXXX for Mailings•Message…
Watch•XX Details•No Samples•Message…
A
B
C
NT
S.M.A.R.T. SALES OBJECTIVES
SMART
ALWAYS BE PREPARED BEFORE THE CALL
Know your product inside out.Be knowledgeable about this industry.Know your competitionKnow the basics of the customers needs.People in common.Believe in yourself, your company, and product
or DON’T be there.
POST SALE
Service, service, service.Know your company’s abilityDon’t ever oversellCall and write.Creative thanks.Visit again soon after product delivery.
TOP TEN TASKS IN A PHARMACY CALL
Establish and maintain good relations with pharmacy personnel
Promote your products to all pharmacy personnel Obtain information on Customer who use a lot of
CompetitionMerchandising, clean merchandiseStock inventory
TOP TEN TASKS IN A PHARMACY CALL
Verify best selling products of the competition and identify Customer who prescribe them
Organize Contests and Activities to motivate clerks to recommend your products
Teach Pharmacy Clerks on How to Dispense your ProductsAdequate DosageIndications and PrecautionsLevel of ExpectationsSide effects and how to manage them
TOP TEN TASKS IN A PHARMACY CALL
Obtain information on the prescribing habits of customers in the area and seek out new customers with highest prescribing potential.
Find out activities of competition, special offers in the pharmacy, special promotions in the territory, new product launches and impact of new launches
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BUSINESS & RELATIONSHIPS
Depth of Personal Relationship
Bre
adth
of B
usin
ess
Issu
es
Knows your service offerings
Knows the right resources to bring to the table
Knows the client’s business and subtleties
Is seen as a Trusted Advisor
Adapted from: The Trusted Advisor
The more you understand the client’s business and sell them products and services, the closer you get to being a trusted advisor
