Theresa Shank Dean of Continuing Education and Community Services

Hagerstown Community College

Develop strategies to improve sales productivity ◦ Sell with :

more confidence

More competence

More comfort

15% of the reason we are successful is due to technical skills

85% of your success is dependent upon how well you interact with people

Selling is a process not an event

You make more money solving problems that you do by selling products

Customers purchase for their reasons not yours

Customer don’t buy your products but what your products and services will do for them

http://www.youtube.com/watch?v=64cj7Q9c_YA&feature=related

◦ A need

◦ The resources to pay

◦ A sense of urgency

◦ The authority to make decisions

◦ Gathering information

◦ Set objective of sales call

◦ Visualize the meeting and anticipate questions

◦ How does your customer want to be treated?

Dominant

Tends to take charge

Wants to make the rules

Restless/lacks patience

Decisive

Loud

Is competitive

Influence

Outgoing

Enthusiastic

Persuasive

Sense of Humor

Casual

Lack of follow through

Conscientiousness

Cautious

Reserved

High Standards

Procrastinator

Steadiness

Friendly

Appears easygoing

Tactful

Needs time to decide

Demonstrates patience

Style Strengths Weaknesses Needs

Dominance • Problem Solver • Decision Maker • Goal Achiever

• Finds Fault • Lacks Caution • Runs Over People

• Control • Authority • Prestige

Influence • Communicator • Participator • Good finder

• Time Control • Follow through • Lack of Objectivity

• Recognition • Acceptance • To Talk

Steadiness • Loyal • Listener • Patient

• Overly Possessive • Avoids Risks • Avoids Conflict

• Appreciation • Security • Time to decide

Conscientious • Analyzer • Accurate • High Standards

• Rigid • Procrastinator • Overly Critical

• Quality Work • Structure • Facts

Dominant style • Be direct

• Be concise and to the point

• Answer “what” not “how”

• Bottom line

Influencing • Socialize

• Show excitement

• Spare the details

• Follow up

Steadiness • Earn their trust

• Slow and easy

• Answer all questions

• Reassure

Conscientious • Proof and testimonials

• Prepared and structured

• Answer “how”

• Address disadvantages early

Feature: A part or characteristic of your product or service

Function: the act the feature performs for the user (What the feature does)

Benefit: the value and advantage to the customer in using the feature and function

The bridge statement prepares your prospect to interpret the value of your product or service

Examples: ◦ What this means to you…..

◦ The benefit to you is..

◦ You will like this because…..

Product: Model 330 copier

Feature: Duplex feature

Function: Allows you to copy on both sides by pressing only one button

Bridge: The benefit to you…

Benefit: The ease of your staff using this feature, the saving in time and the saving in paper expense

Think: what is the objective of the call?

Relate- build trust; focus on customer

Uncover needs: ask appropriate questions

Sell the solution: features, function, BENEFITS

Take action: close sale, ask for order

Misunderstanding: Clarify

True Disadvantage: Overcome with benefits

Step Purpose How

Listen Hear the objection Listen for the wording, the intent and the emotion

Question Identify and understand the real, valid, objection

Question the stated objection using open ended questions

Empathize Show you are genuinely interested

Empathize with the prospect

Test Determine if the objection is true or false

Use the suppose test

Feel, Felt, Found

I need to think it over

It’s not in the budget

Your price is too high

Closing the sale

ASK FOR THE BUSINESS!

Theresa Shank

Hagerstown Community College

Continuing Education and Community Services

240-500-2476

tmshank@hagerstowncc.edu