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  • 1.Sales process Dr Earl Stevens, October 2009
    • 2. Sales Training

09/08/11 2. The Sales Process 09/08/11 3. B2C Consumer Selling Process 09/08/11 4. A More Detailed View 09/08/11 5. B2B Industrial Selling Process 09/08/11 6. FourComponents/Pillars of Consultative Selling Process 09/08/11 7. Key Building Blocks in Sales 09/08/11 8. How Salespeople Create Value For Customers 09/08/11 Identify Creative Solutions to Customer Problems Ease the Customer Buying Process Follow-up After the Sale is Made Customer Value + + = 9. Having a Systematic Sales Process is important 09/08/11 10. (Self) Management is the Key

  • Whether you are a salesperson or a sales manager, you need to manage your sales pipeline.
  • Start with the basics:
    • Scheduled closes
    • Quotes
    • Samples
    • Opportunities
  • For each, do you know the following:
    • How many?
    • Success ratio?
  • If you have goals and you know your success ratios, you can set specific activity goals
    • Prospecting calls
    • Sales calls to existing customers
    • Presentations of specific products/services

09/08/11 11. Opportunity Management is also Key

  • Many sales are lost simply because there was no sales follow-up.
  • Provide yourself with a tool that keepsreality in front of everyone at all times.
  • What does it look like?
    • Date In
    • Customer Name
    • Key contact
    • Opportunity
    • Value of the opportunity
  • Step of the sales process and Next Scheduled Activity
    • Scheduled date/time
  • How do you do it?
    • A spreadsheet (coupled with the use of a calendar)
    • An internal database
    • An internal program
    • An internet application

09/08/11 12. The Twelve Golden Principles Of Selling

  • Principle 1: Always Sell to People
  • This may seem obvious, but it cannot be emphasized enough: You are not selling to an organization or to a conglomerate, but to actual, real people. It is important to remember that all people are different, so you cannot sell the same way to everyone.
  • Second, no two sales are the same, even if they are made to the same company under similar circumstances.
  • To become a good salesperson, it isn't enough to know how to sell. You must aim to become a people expert. It may sound shocking, but the best professional salespeople actually like people!
  • Remember, people buy from people -- they always will.
  • Principle 2: You Have To Sell Yourself
  • Just as you are selling to people, you must also remember that you are not only selling and representing a product or service, but you are in effect selling yourself. When beginning a sales relationship, it is important to remember a few key aspects to representing yourself well.
  • First, be interesting. If potential customers are bored by you, they have less of a chance of being enthralled by any product or service you are representing.
  • Develop intellect. Of course, you are an intelligent person, but can you converse in an intelligent manner? Can you discuss related subjects with thoughtfulness and hold your clients' interest?
  • Never be arrogant -- never talk up or down to your potential clients. It's rude and will serve only to alienate them. Respect the buyer, and they will respect you.
  • Along the same lines, develop your empathy levels. If you can relate to your customers' situations authentically, it helps to build rapport. Finally, control your ego levels. A good salesperson is patient and respectful, not an egomaniac.

13. The Twelve Golden Principles Of Selling

  • Principle 3: You Must Ask Questions
  • A good salesperson knows what questions to ask, and when. Develop your questioning techniques, always remembering the traditional rules of questioning: What? Where? When? Which? Why? Who? And how?
  • Continually test your understanding of the situation by asking questions and verifying that everybody's on the right track.
  • Principle 4: Listen To Understand
  • Remember, God has given us two ears and one mouth; we should use them in that order! Successful sales professionals talk for 20 percent of the time and listen for 80 percent of the time. It's crucial for new salespeople to develop their active-listening skills.
  • Principle 5: Features Must Be Linked to Benefits
  • It's a standard sales component, but the features-and-benefits connection bears repeating and reminding: Features are common, but benefits are personal and specific. When describing the product or service you are selling, use "link phrases" when outlining the benefits of the features you are showing. Say, "Such and such is a feature of this service, which means that . . .' Remember to be specific.
  • Principle 6: Sell the Results -- Paint a Picture
  • You want the outcome for your prospect to be rosy, but you need to convey that. Discover your prospect's "prime desires," and personalize the benefits to him or her. Describe the end results of the transaction and how it will improve the life of your prospect.

09/08/11 14. The Twelve Golden Principles Of Selling

  • Principle 7: You Cannot Rely On Logic
  • Emotion drives 84 percent of all buying decisions, not logic. What are the chief buying emotions? They include ego, security, pride of ownership, greed, health, prestige, status, ambition, and fear of loss. Be well aware of these emotions as you approach, engage and deal with your customers.
  • Principle 8: Selective Product Knowledge Is the Key
  • A good salesperson realizes that buyers buy solutions and results; they do not buy products or services. Know the specific aspects of your product or service that will create your client's desired result.
  • Principle 9: Aim To Be Unique
  • You want to convey to your customers an attitude of "me first," rather than "me too."
  • Every business, every company, every product has something that is unique, and this is what you need to stress. Look outside the square, and identify the uniqueness of your product, your service, your company -- and yourself.

09/08/11 15. The Twelve Golden Principles Of Selling

  • Principle 10: Don't Sell on Price
  • Selling on price is simply a cop out. You must value your expertise, your products and your services, and price accordingly. Always keep the bottom line firmly in your mind.
  • Remember, anyone can give business away. Selling merely on price means we do not need sales people!
  • Principle 11: Present Your Solutions
  • When we present our proposals, rather than mailing, faxing or e-mailing, we increase the likelihood of a sale by a factor of 10 if we do so in person.
  • Principle 12: Be Professional at All Times
  • The greatest compliment a customer can pay you is to describe you as "professional." Don't worry about being liked -- be respected.
  • Being professional is not one thing, it is three: It is what you do, what you say, and how you present yourself.

09/08/11 16. 6 Things To Know about EVERY Prospect

  • It s always a big mistake to show up and throw up a bunch of slides.That s just asking for trouble, because the prospect will know that you re not really prepared to talk about the prospect s real issues. Therefore, before you present to a prospect, there are six key perspectives that you absolutely MUST have (if you want a fast sale). Here they are:
  • #1: Their History . Where are they coming from? How did they get here? What do they know about your and your firm? What dealings have taken place in the past?
  • #2: Frames of Reference.What ideologies and situations might affect their decision-making? Do they have a certain way of viewing your offering? How do they feel about their own firm?
  • #3: Needs and Desires.Where do they want to go? How do they expect to feel when they get there? How do they think they re going to get there? What do they think will prevent it?

09/08/11 17. 6 Things To Know about EVERY Prospect

  • #4: Likely Objections.What is going to cause them to balk? How fervently do the believe in that objection? How real is it? Might it block the deal, no matter what you say or do?
  • #5: Capacity to Act.Are you communicating with decision-makers or seat-warmers? If decision-makers, what decision do you want them to make? If not, why are you talking to them?
  • #6: Decision-making Style.If they re decision-makers, how do they make decisions? Are they all about facts and figures? Or do they decide according to a gut feeling?
  • Once you understand these six perspectives, you can tailor your conversation or presentation to match what s really g