simple sales skills- public - concap ltd. · 2014-07-13 · mostly known for self‐improvement,...
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2stus.tv
Simple Sales Skills (for non‐sales people)
About 2stus Stuart Hillston Stewart Bewley What we do Who we do it for
Simple Sales Skills Theory
Reference, History, Evolution The Sales Process
Basics, the funnel, qualification, terminology Essential skills
4 skills, how to apply them, selling in practice Summary
What is selling? Sales is a process to cause one or more actions to happen Each step towards a sale (purchase) is a “sale” as well Each company, and each product, has its own process Anyone can learn to sell Everyone needs some sales skills It is a numbers game Establishing relationships
Uncommon commonalities A simple exercise in groups of 4 Find an unusual commonality between you The more unusual the better! Examples…
3 of you have visited Belize 4 of you had a rabbit as a child 3 of you had red‐haired parents
Exercise
Who can sell? Anyone Everyone It is a process It requires hard work & practice And is useful beyond selling “things”
What types of people can sell?
$‐
$50,000
$100,000
$150,000
$200,000
Introverts Extroverts Ambiverts
Source: Adam Grant, University of Pennsylvania
Quick referenceSales roles
Pre‐sales support Business Development Sales Executive Account Manager Relationship Manager Sales Admin Post‐sales support Sales Manager
Lead (warm, cold) Prospect Sales Funnel Close Customer
Quick reference Marketing
Product Price Promotion “Place” – typically route to market
Sales Develop relationships Communicate with prospects & customers Establish case for product/service Acquire customers – and revenue
Word association
© Daniel H. Pink
Exercise
Theory & evolution Development of the sales methodology From brute force and persuasion… … to collaborative (or consultative) selling Let’s start with sales in the 20th Century
The 5 Great Rules of Selling (1940s) Written in 1947 by Percy H. Whiting Described the 5 steps of the sales process:
Attention, Interest, Conviction, Desire, Close Now reduced to AIDA – Attention, Interest, Desire, Action
The first “modern” sales methodology
The 5 “Great” Rules of Selling1. Get your prospect’s attention2. Arouse your prospect’s interest3. Give your prospect enough facts & no more to convince him4. Arouse desire (for your product!)5. Get decision in your favour by weighing pros & cons then ask
for the order (close)
Dale Breckenridge Carnegie (1950s) Born in 1888, died 1955 “…it is possible to change other people's behaviour by changing one's behaviour toward them”
Mostly known for self‐improvement, motivation, inter‐personal skills and sales training
Sales training derived from “5 Great Rules” A process to persuade and influence
Sales as a confidence trick (1960s) The unlevel playing field Information as power “Manipulation” as a sales technique Good on understanding needs but poor on ethics!
Meet Tom
Seven Step Selling (1970s & 80s)1. preparation/planning/research/approach (using facilitative
methods)2. introduction/opening/approach/establish initial credibility3. questioning/identify needs/ask how and what, etc/establish
rapport and trust4. presentation/explanation/demonstration5. overcoming objections/negotiating/fine‐tuning6. close/closing/agreement/commitment7. follow‐up/after‐sales/fulfil/deliver/admin
The Rise of Acronyms (1980s) FABs
Features/advantages/benefits (sellers perspective) USPs
Unique selling proposition (sellers perspective) UPBs
Unique perceived benefit (after The Marketing Guild)
The Rise of Methodologies (1980s) Moving to a more consultative approach Miller Heiman – Strategic Selling® Rackham – SPIN Selling®
Situation, Problem, Implication, Need‐Payoff
SPIN® and SPIN Selling® trademark details: The copyright rights in Neil Rackham's book, SPIN Selling, are owned by Huthwaite, Inc. (huthwaite.com). Depending upon the geographic territory, the rights in the trademarks SPIN® and SPIN SELLING® are owned by either Huthwaite, Inc. or Huthwaite International (huthwaite.co.uk). Note that SPIN® and SPIN SELLING® methods and materials are not to be used in the provision of training and development products and services without a licence.LAMP® and Strategic Selling® copyright details: LAMP® and Strategic Selling® methods and materials are subject to copyright and intellectual property control of Miller Heiman, Inc. LAMP® and Strategic Selling® methods and materials are not to be used in the provision of training and development products and services without a licence. See millerheiman.com for details.
“open plan” selling (B2B) (1990s)1. research and plan ‐market sector, prospect, and decide initial approach2. make the appointment3. attend appointment to build rapport and credibility, gather information about
business needs, aims and process, and develop/agree a project/product/service specification
4. agree survey/audit proposal (normally applicable)5. carry out survey/audit (normally applicable)6. write product/service proposal7. present proposal8. negotiate/refine/adapt/conclude agreement9. oversee fulfilment/completion10. feedback/review/maintain ongoing relationship
AIDA Attention
Most often the result of marketing or a sales call Interest
By positioning your product/service/solution in response to their needs Desire/Decision
The point at which a prospect has made a decision to do something Action
The point at which the prospect performed the desired action
AIDAExercise 1
For your business identify who your targetcustomers are
List 5 ways you (will) attract their attention
Exercise
The Professional SalesmanYou don’t have to agree with, or even like, your prospective customers.
You do need to understand what their “problems” are, how this affects them, and how you can help them solve their problems, what the impact will be.
The Professional Salesman Responds promptly to all communication Is always courteous (always) Understands how to motivate him/herself Is positive in his/her behaviour Knows how to be professionally persistent Handles rejection
The Professional Salesman Keeps detailed notes and records for all sales interactions
Calls, emails, letters, meetings, txts… Plans before meetings, records after Has specific objectives for every interaction Knows how to qualify in – or out
Selling is more effective face‐to‐face When communicating with another person:
Visual (body language: eye contact, posture) is 55% Tone is 38% What you say is 7%
We hear at approx. 75% of the rate at which we speak
Source: Mehrabian, Albert & Susan R. Ferris (1967): Inference of attitudes from nonverbal communication in two channels. Journal of consulting psychology 31 (3): 248‐252.
Selling is more effective face‐to‐face Txt = <7% Email/letter = 7% Phone call = 45% Meeting = 100%
The Sales Process Finding & identifying your best prospects (leads) Qualifying these leads to focus your time and effort on the most likely prospects
Managing and implementing a strategy for converting prospects to customers
The Sales ProcessLeads
Sales Funnel
Customers
QualificationProblem EvaluationProposalNegotiationClose
Rejects
100
20
5
Take a Break – 15 minutesNext up – 4 essential sales skills
Four essential skills Preparation, planning, recording Rapport & Questioning – to uncover needs Listening – and hearing Motivation & Tenacity
Preparation, planning, recording Creating a call plan
Whom, What outcome, Where, When, Why? (31 – Post‐IT notes) What do you need to know before you meet or call? Creating a call log to measure success against objectives
Objectives are results oriented, not activity What the prospect will do not what you will do
Creating a follow‐up plan (actions) Purpose and measurement
Exercise
To each his own
Rapport & Questioning Hand‐out – Rapport tips Hand‐out – To each his own To each his own (65) 5 key questions for a prospect 5 key questions you will be asked Alphabet Improv (51) – depending on time
Exercise
Open Questions Solicit more than “yes” or “no” or other one‐word response
Aim to get someone talking Are useful when you want general information Use common lead‐ins such as what, how and why
Closed questions Solicit a “yes” or “no” or other one‐word response Aim to limit talking or control direct of conversation Are useful when you want specific information Use common lead‐ins such as who, when, did, which, would, are, can, have, do, is, will and may
Questioning Amateur Architects (73) 2 x hand‐outs
Exercise
Listening & observing Take notes – lots of them Observe your prospect – body language Listen to answers and try to understand what & why Mirror/Mirror The Listening quiz (91)
Exercise
Motivation & Tenacity Yes but… Yes and… Thumbs Getting out the door – Bob the builder
“Can we fix it?” Procrastination Dice Dealing with rejection
Exercise
A practice pitch Colours (111) – depending on time
Exercise
Fundamentals of selling It is easier to selling to existing customers There are always opportunities to sell more, or strengthen the relationship – meet existing customers often
The more quality leads you process, the more you will sell Happy customers increase sales Understanding customer needs is key Meeting customer needs ‐> sales Tell the truth – when you lie you have to remember everything you say!
Applying the skills The only way to learn now is to practice Start by writing down everything you need to do Record everything Learn from what works – and what doesn’t Develop (by iteration) YOUR sales process Document it Share learning within the company Learn to spot and exploit incremental opportunities Luck is being able to spot opportunities Orders happen, sales are made
Sales administration Develop your internal systems early (CRM or sales process such as PipeDrive)
Adapt to your process, products and terminology Continue to adapt Record all interactions – including admin Invoice quickly Collect on invoices professionally and on time Pay commissions on cash collection Recording is a discipline – teach new hires and enforce it
Measuring results Learn your funnel rations
How made leads do you need to make a sale? How do you improve the ratio? How do you close more orders? How do close bigger orders?
Keep accurate records of all sales transactions Assess & discuss individual’s performance Set realistic targets
Two key questions for yourself1. If the person you’re selling to agrees to buy, will his or
her life improve?2. When your interaction is over, will the world be a better
place than when you began?
Summary Sales is about action not decision Anyone can sell It is a process The more you “do” the more you sell Discipline & practice
Further reading To Sell is Human
Daniel Pink How to win friends & influence people
Dale Carnegie The Sales Excellence Pocketbook
Patrick Forsyth www.businessballs.com
Stuart HillstonStu 1 of 2
Stewart BewleyStu 2 of 2
Simple Sales Skills (for non‐sales people)