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Five Essentials of

Effective Selling &

The Power of

Networking

Welcome to Portland SCORE

Griff Lindell

Workshop Leader…


What is SCORE?

A Non-Profit Organization

– Over 390 chapters, 800 offices,

Experienced Volunteers

– 10,500+…all facets of business

Personal Counseling & Mentoring - FREE

– Face-to-Face, Telephone, On-Line

Workshops & Seminars

– 6,746 last year reaching 117,480 clients


Counseling & Learning

Effective personalcounseling

plus

Powerful learning

resources…

Helping make success

happen!


Meeting Workshop Attendees

Name

Type of Business


Reflection• What are your expectations of our time

together?

• What specific things would you like to

learn?

• How do you think these sessions will

impact the way you are currently

selling?


Reflection / Report


Nothing Happens Until…

…somebody sells

something.

That means?


Everybody in a small business sells.


… is Thinking from the

Effective Selling…

and then

Problem-solving


Definition of Marketing

“Marketing is analysis, planning,

implementation, and control of carefully

formulated programs to bring about

voluntary exchange and relationships

with specifically targeted markets.” –

Peter Drucker


Sales: the Personal Expression

of the

Marketing Perspective

• SALES - both

– Attitude

– Activity

• SALES - Listening


Five Essential Steps

• See expressed idea from the speaker’s

behavior style

• Sense the speaker’s needs/feelings

• Secure the speaker’s frame of reference

• Know What You Need to Communicate

• Asking the RIGHT Questions


Listening with Understanding

FIRST ESSENTIAL STEP

See expressed idea from the speaker’s

behavior style


Attitude: Active Listening

• Customer-focused selling• Listening

• Comprehending

• Talking

• Good communication• Purpose

• Precision


Communicating to People

in Ways They PreferHigh

Assertiveness

Phlegmatic

Compliant

Analytical

Conserving/Holding

Avoiding

Choleric

Dominant

Driver

Controlling-Taking

Competing

Sanguine

Influencer

Expressive

Adapting-dealing

Collaborating

Melancholic

Steadiness

Amiable

Supporting-giving

AccommodatingLow

Assertiveness

Low

Responsiveness

High

Responsiveness


Communicating to People in

Ways They Prefer


SUPPORTING

• Wants to Know*

– Is it fair?

– Is it the best?

– Can I help?

*Dr. Stuart Atkins

• Approach them:*

– with respect

– acceptance

– reassuringly

– idealistically

• Don’t be:*

– critical

– unhelpful

– ridiculing


SUPPORTING

• PERSONAL

– Loyal

– Supportive

– Respectful

– Willing

– Dependable

– Spontaneous

– Dramatic

– Idealistic


DRIVING

• Wants to Know*

– Opportunities?

– Bottom Line?

– Who’s in control?

– What’s Next?

*Dr. Stuart Atkins

• Approach them:*

– Competitively

– Enterprisingly

– Quick-paced

– With new ideas

• Don’t be:*

– Tentative

– Plodding

– Detailed


DRIVING

• PERSONAL

– Firm handshake

– Strong opinions

– Competitive

– Fast paced

– Impatient

– Bottom line

– Pioneering


REASONING

• Wants to Know*

– How does it work?

– Who does what?

– The trade-offs

– Can we sample

*Dr. Stuart Atkins

• Approach them:*

– Unemotionally

– Factually

– With practical

thoughts

• Don’t be:*

– Changing constantly

– Fast-paced


REASONING

• PERSONAL

– Factual

– Expressed measured

opinions

– Analytical

– Cautious pace

– Asks about details


FRIENDLY

• PERSONAL

– Social

– Warm

– Flexible

– Shares personal

feelings

– Accepting

– Prefers first names

– Relationship!


FRIENDLY

• Wants to Know*

– People’s opinion

– Is it Disruptive?

– Can it be changed?

*Dr. Stuart Atkins

• Approach them:*

– Warmly

– Flexible attitude

– With acceptance

• Don’t be:*

– Distant

– Dogmatic with

presentation

– Factually oriented


Communicating to People in Ways They Prefer

Phlegmatic

Compliant Analytical

Conserving/Holding

Avoiding

Choleric

Dominant

Driver

Controlling-Taking

Competing

Sanguine

Influencer

Expressive

Adapting-dealing

Collaborating

Melancholic

Steadiness

Amiable

Supporting-giving

Accommodating

OUTGOING

RESERVED

TASKPEOPLE


What Style Are You?



See expressed idea from the

speaker’s behavior style

SECOND ESSENTIAL STEP

Sense the speaker’s needs/feelings


Listening for ways Prospect is

Buying - Part 1*

• Buy- knowing • Feels need and KNOWS what is needed

• Most often repeat purchaser

• Buy-learning• Acquiring Knowledge

• Weighing Alternative

• Arrive at optimum choice

* Based on work of Kevin Davis: 8 Secret Roles of Selling your Competitor Don’t Know


The Buying – Learning Process

• The 8 steps

Change

Discontent

Research

Compares

Fear

Commits

Expectations

Satisfied

• The 8 roles

– student

– doctor

– architect

– coach

– therapist

– negotiator

– teacher

– farmer


Role

Change • Studies change together

--a partnership of

students studying

Step

STUDENT


Role

Discontent• Diagnoses discontent

and uncovers important

needs - prescribes

treatment

Step

DOCTOR

RoleStep


Role

Research • Designs unique

solutions and

simplifies the

customer’s

research to lock out

competition

ARCHITECT

RoleStep


Role

Compares • Compares the

offerings and

conceives of a

game plan that will

beat the

competition before

and after the sell

COACH

RoleStep


Role

Fear • Draws out the fears

that are last minute

before the sale and

grow after the sale

& helps to resolve

them

THERAPIST

RoleStep


Role

Commits

• Mutual commitment

reached with

win/win negotiating

NEGOTIATOR

RoleStep


Role

Expectations• Identifies

expectations and

teaches how to

obtain maximum

value and then

tests the results of

that plan

TEACHER

RoleStep


Role

Satisfied • Cultivates relationship for satisfaction and grows a productive relationship by taking test results, using as opportunity to add value

FARMER

RoleStep


Steps - Roles

Change

Discontent

Research

Compares

Fear

Commits

Expectations

Satisfied

Student

Doctor

Architect

Coach

Therapist

Negotiator

Teacher

Farmer


Discuss

• At what step do you think the majority of

your customers will be?

• Discuss your role then.



See expressed idea from the speaker’s

behavior style

Sense the speaker’s needs/feelings

THIRD ESSENTIAL STEP

Secure the speaker’s frame of reference


To Whom Do You Sell?

What is their frame of

reference?


Personal Communication

“FACS”

FFAACCC – See Alan Zell www.sellingselling.com

• Family

• Friends

• Associates

• Acquaintances

• Customers / Clients

• One’s Own Conscious

http://www.sellingselling.com/


Sales - Attitude• To whom are you selling? Frame of

Reference? Investors /

Bankers

Business peers Vendors /

Suppliers

Internal

Team

Prospects

Customers


Sales - Attitude

Business peers Vendors /

Suppliers

Family &

Friends

Internal

Team

Investors /

Bankers


Know

What Are You Communicating?

Your customer-centric

•purpose

•passion

•plans

FOURTH ESSENTIAL STEP


Elevator Speech

• Who you are targeting?

• What they are looking for?

• What you are offering?

• Why it is so very special?

• How it is unlike others?


For entrepreneurs and small business owners looking to achieve success in their business, SCORE provides FREE counseling services, a business library with Internet access, and a wide range of reasonably priced workshops. Our proven experience as entrepreneurs and executives provides this community with compelling business processes and trusted guidance.


First Draft of Your Elevator

Speech

Draft

Discuss


What are you communicating to

these audiences?

TO suspects / prospects / customers!

Your ability to LISTEN

and SOLVE problems.


Asking the RIGHT Questions

The art of questions used to solve

problems.

FIFTH ESSENTIAL STEP


THE “LANTERN” PRINCIPLE

CLOSED Qs

OPEN QUESTIONSto determine dilemma

OPEN QUESTION to continueto establish need

CLOSED Qs


Customer-focused SELLING

QUESTIONS

• CLOSED QUESTIONS– Seek specific

answers to specific questions

– Responses quick, direct (“yes,” “no”)

– Used to open, confirm, close

– Fact-finding

• OPEN QUESTIONS

– Designed to get

prospect to expound

– Typical of “what,”

“why,” “how”

– Feeling/thinking-

finding questions

– Reveals behavioral

style of prospect


Prospect and Customer

Communication

• WIFM

• Building relationships


Buyer Oriented


Buyer Oriented

• Types of B2B Buyers

– Economic Buyer• Role = to give final approval

– User Buyer• Role = To judge impact on productivity

– Technical Buyer• Role = To screen out products

– Champion Buyer• Role = Champion you in the sale


Selling isn’t telling.

• A presentation just that lists benefits

– is a “hit or miss” approach

– hoping one of the benefits meets

needs of prospect

– does not recognize needs


Selling isn’t telling

• Situation questions

– “tell me about”

– “what are you looking for in a ...”

• Problem questions

– “how are you...”

– “where have you gone to solve that

problem before...”


Selling is Asking

• Implications questions

– “What is your ideal solution”

– “Those solutions have not worked well,

what’s going to happen if you don’t get...”

– “When will you be making a decision?”

– “How is that decision made...”


Selling / Asking

• Need-payoff questions

– “so, if you get...and ... and find a

[product/service] that does ... what would

stand in the way of making a decision for

[the xxxx solution]?”


Typical Retail Questions

Assumptive Close

• What may I help you with?

• How many pairs (or ?) would you like?

• (watching the section) ask, What kind of

____ are you considering?

• Would you like this gift wrapped?

• How can I help you find….?


Merchandise Approach – refer to

the merchandise

• Customers tell us that those shoes are very

comfortable.

• That fan is on sale right now – we have

others that will cool a whole room.

• People are loving that color this (season).

• Did you know the (name something special

about the product)?

• That model gets over 35 MPG.


Retail Salespeople Don’t• Become just an order-taker – bored

• Ignore learning about the products

• Overemphasize price – it’s not the only

factor!

• Talk features – people buy benefits

• Forget suggestion selling – “Tie for that

shirt?


Discuss

What are some questions that

make sense for your business?


The Art of Networking

The Science of Networking

Bonus Step


The Power of Rapport

• Instant Rapport

– Seeing

– Standing

– Saying


Networking

Resource:The 29% Solution: 52 Weekly Networking

Success Strategies by Misner & Donovan


Networking

• “working”

• Set S.M.A.R.T. Goals– Specific

– Measurable

– Attainable

– Relevant

– Timed


Goal Sample

I will become a member of the ________ Chamber by [date] where I will volunteer for [something] by [date].

I will meet and get to know [number] people by [date].

I will connect [number] of people with at least [number] of people


Effective Networking is…

…Not socializing

…Not just attending meetings

… building connections

… building relationships

… providing recommendations

… W O R K


Networking

• Be intentional– How much business do you want from referrals?

– Who are these people?

– What kind of business do you expect to get?

– How many networking functions will you attend?

– How many referrals do you want/week?


More - Networking

• List 5 people who can provide

testimonials about you – WOM

– Be selective

– Need to be connecting with your TM but in

a different way than you do now

– Influential enough to be heard


More - Networking

• Remember – Givers Gain– “You are the gatekeeper to the resources locked

inside your network.”

– Become the “go to” person within your networks

– Keep records of who you met, how you can best

help them and if THEY referred you to someone,

who it was

– Write Thank You notes for the referral


More - Networking

• Some questions to ask:– What do you like most about what you do?

– What’s new in your business?

– What’s the biggest challenge for you in your

business?

– What sets you apart from you competition?

– How has [this event] helped your business most?


Question for Key People

• What would you like your business to

accomplish this year?

• What are the challenges to this?

• What are the impediments to success?

• How can I help you overcome them?

• What else do you need to help you be

successful?


Self-awareness

• Behavioral styles

• Social intelligence

• Verbal intelligence

• Dependability

• Imagination

• Humor (wit)


Group Work

• Share your networking goals for the

next week, next month.


Five Essential Steps

1. See expressed idea from the speaker’s

behavior style

2. Sense the speaker’s needs/feelings

3. Secure the speaker’s frame of

reference

4. Know What You Need to Communicate

5. Asking the RIGHT Questions


PERSONAL GOALS

• Setting Outcome

• Have an evidence procedure

• Be in Control

• Experience Outcomes in

Advance


Demonstration of Setting

Outcome Objectives


YOU ALWAYS

SUCCEED IN

PRODUCING A

RESULT!


Evaluation Forms

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