Fun-O-Logic of Selling….

Is not selling

Glib is easy

I cannot doit

I will notbe able to

close

Targets

I am great

Unpreparedpitch

Will do itjust my

way

Overconfidence

Pain -Negotiation

I’ll sound stupid

Theywould be

upset

I’ll mess up

Its not meThey’ll say no

They’ll think Iam too pushy

It wont work

I’ll soundstupid

They’ll think Iam too pushy

CAUTIONCAUTION

Buyer Sees Salesperson as…

1.1. ManipulatorManipulator

2.2. VisitorVisitor

3.3. Price SellerPrice Seller

4.4. Problem SolverProblem Solver

5.5. Partner/ResourcePartner/Resource

PitfallsPitfalls……

1. Hard close is dead end

2. Smuggling Influence

3. The high price of deception

4. Negative travels fastest

5. Truth and Deception

Elements in SellingElements in Selling……

Expectancy

Instrumentality

Valence

EFFORT

ExternalInfluences

Performance

PersonalCapabilities

‘‘Selling as ExperienceSelling as Experience’’

‘‘Selling as SkillSelling as Skill’’

‘‘Sales PsychologySales Psychology’’

SellingSelling……

1. Behavior which PERSUADE and INFLUENCE

customers and consumers to select yours vs.

others

2. Securing COMMITMENT

SellingSelling …….Persuading, influencing and securing.Persuading, influencing and securingcommitmentcommitment

THERE

MOOLAHMOOLAH

Correct ImageCorrect Image++

Planned positive Action!Planned positive Action!

Success IS Purpose instead of an AccidentSuccess IS Purpose instead of an Accident

Correct ImageryCorrect Imagery……

1.1. First Sell yourselfFirst Sell yourself ……be (impressive)be (impressive)

2.2. CommunicationCommunication -- % of words (listening &% of words (listening &

speaking)speaking)

3.3. InfluenceInfluence ……provoke thought process (askprovoke thought process (ask

questions)questions)

4.4. Look interestedLook interested……to understand (body language)to understand (body language)

1.1. Clarity of PurposeClarity of Purpose

2.2. PreparationPreparation …….Applied thought & knowledge.Applied thought & knowledge

3.3. FocusFocus …….the need.the need

4.4. Measured SpeechMeasured Speech …… to convinceto convince

Positive Action PlanPositive Action Plan……

‘‘Selling as SkillSelling as Skill’’

Successful Sales System…

1.1. Task ClarityTask Clarity2.2. Task AlignmentTask Alignment

Successful Sales SystemsSuccessful Sales Systems–– Sales SystemsSales Systems –– AuditAudit–– Who Is Selling?Who Is Selling?– Optimists v. Realistsptimists v. Realists–– How Is It Being Sold?How Is It Being Sold?

a

Service Quality – Rule based SLAs

Behavioral Eventualities

Syntactic Level – Interfaces

Authorizations Permissions &Prohibitions

DYNAMICALLY N

EGOTIABLE

NON-NEGOTIABLE

For Example

CASE PREPARATION

NEGOTIATIONS ON TECH. MATTERSTech. ExpertiseMethodologyOrganisation & Integratedservice deliveryTalent Acquisition planTimelinesProcess

NEGOTIATIONS ON CONTRACTMATTERSContract EffectivenessConflict of InterestLiability (Indemnity)Inspection/Audit/InsuranceTargets (Statement of Works)ReplacementService Delivery and Interfaces

NEGOTIATIONS ON COMMERCIAL TERMSProcess FeesRates/ReimbursementsCredit period

CONTRACT SIGN OFF

SalesSales

According to a university studyAccording to a university study

people makepeople make 11 decisions11 decisions about a sales person inabout a sales person in 7 seconds7 seconds of contactof contact

TriviaTrivia……

Psychology of human buying habits suggests:Psychology of human buying habits suggests:

7% buy based on what you say7% buy based on what you say…… The words youThe words you

useuse

38% Buy based on38% Buy based on how you sayhow you say…… what you saywhat you say

55% Buy based on55% Buy based on how you handle yourselfhow you handle yourself

The Structure of Personality…

THE IDTHE ID —— The Demanding ChildThe Demanding Child

Ruled by the pleasure principleRuled by the pleasure principle

THE EGOTHE EGO —— The Traffic CopThe Traffic Cop

Ruled by the reality principleRuled by the reality principle

THE SUPEREGOTHE SUPEREGO —— The JudgeThe Judge

Ruled by the moral principleRuled by the moral principle

Influence Factors…

1.1. ContrastContrast

2.2. ReciprocityReciprocity

3.3. ScarcityScarcity

4.4. AuthorityAuthority

5.5. ConsensusConsensus

6.6. Commitment / ConsistencyCommitment / Consistency

7.7. Friendship / LikingFriendship / Liking

1.1. Perceive a NeedPerceive a Need

2.2. Perceived value equals or exceeds investmentPerceived value equals or exceeds investment

3.3. Comfort withComfort with –– salesperson, company, product & servicessalesperson, company, product & services

All it meansAll it means -- INFLUENCE THE BUYERINFLUENCE THE BUYER

What HoldsWhat Holds……

1. Contrast1. Contrast

You can change perception, based on what is experiencedYou can change perception, based on what is experienced

just beforejust before

ApplicationApplication

Lead with your best feature (s)Lead with your best feature (s)

Show most expensive first (if price is a deterrent factor)Show most expensive first (if price is a deterrent factor)

2. Reciprocity2. Reciprocity

We are obligated to give back to others the form ofWe are obligated to give back to others the form of

behavior that they have given to youbehavior that they have given to you

ApplicationApplication

Offer something of valueOffer something of value

TheThe ““muffin debatemuffin debate””

3. Scarcity3. Scarcity

People are more motivated by the thought of losing a benefit,People are more motivated by the thought of losing a benefit,

than gaining the same benefitthan gaining the same benefit

ApplicationApplication

Create the perception of scarcity without smugglingCreate the perception of scarcity without smuggling

schedule for competitionschedule for competition

4. Authority4. Authority

People are inclined to comply with perceived authorityPeople are inclined to comply with perceived authority

ApplicationApplication

Communicate affiliations, accreditationsCommunicate affiliations, accreditations

Degrees and credentials of staffDegrees and credentials of staff

5. Consensus5. Consensus

We base how we think, feel or what we do, based on what otherWe base how we think, feel or what we do, based on what other

people are thinking, feeling or doing.people are thinking, feeling or doing.

ApplicationApplication

Appear to be the place to be Schedule for consensusAppear to be the place to be Schedule for consensus

6. Commitment / Consistency6. Commitment / Consistency

We have a relentless desire to be, and to appear to be,We have a relentless desire to be, and to appear to be,

consistent with what weconsistent with what we’’ve already doneve already done

ApplicationApplication

Publicize endorsements (add in Authority)Publicize endorsements (add in Authority)

Create and distribute symbolsCreate and distribute symbols

7. Friendship / Liking7. Friendship / Liking

We are more favorably inclined to sayWe are more favorably inclined to say ““yesyes”” to people weto people we

know and likeknow and like

ApplicationApplication

Match the prospect to the staff personMatch the prospect to the staff person

Listen and learn about themListen and learn about them

DONDON’’TT

Over analyze orOver analyze or ““psych people outpsych people out””

DODO

Be responsible for the communicationsBe responsible for the communications

Understand preferences and try to accommodateUnderstand preferences and try to accommodate

Try toTry to ““seesee”” andand ““listenlisten”” so you can be effectiveso you can be effective

Have your emotions, but donHave your emotions, but don’’t let your emotions have yout let your emotions have you

Key DimensionsKey Dimensions……

1. Create distinctive solutions and not just product/price

performance basis

2. Radically change the selling approach, if need be the sales

talent

3. Price is based on total business value and not on component

features basis

4. Align the sales and service along solutions opportunity

5. Maintain control all aspects of end-to-end value delivery

Keep Selling!Keep Selling!

Kazim Ali KhanKazim Ali KhanMa Foi Management Consultant LimitedMa Foi Management Consultant Limited

Jan 10Jan 10