breakthrough blueprint - amazon s3 · 2015-10-23 · review of last week •...
TRANSCRIPT
Breakthrough Blueprint Part 5 – Sales
Review of Last Week
• Takeaways and Ac-on Items from last week – how did they go: – Skill breakdowns – Competency models – Standard Opera-ng Procedures – Training structures
Part 5 - Measurable Outcomes 1. To learn all of the elements of a complete sales
process that takes a client through the psychology of buying
2. To iden-fy where your sales process needs to be changed to maximize SR
3. To have the tools to maximize the effec-veness
of each step in the sales process
Session Outline 1. The psychology of buying – the process from the
client’s perspec-ve 2. The proper sales process 3. Sales collateral 4. Sales repor-ng, goal seMng, and coaching
What is Sales?
The process of understanding a client’s needs and aligning a product/service to their goals. Not Convincing a client to buy Finding a way to make a client buy Etc.
Attitude Shift
True Sales GeMng to know your client as a person
Being completely real with them
Understanding their true needs
Finding the right product/service to their specific needs*
Leading the process to do what is right for them
“The Salesman” Focused on selling to them
PuMng on your sales face
GeMng them to buy a specific product/service
Pushing deadlines based on your -meline
Making the sale based on your needs and goals
The Basis of Buying: Trust
Character
Competence Common sense of purpose
The Psychology of Buying - Framework
• Do I like this person? • Rapport
• Do they understand what I need? • Needs analysis
• Does their company/product/service solve my needs? • Features and benefits
• Do I see value in the price? • Demonstra-ng value in proposal
• When and how do I buy? • 2 trial closes and 1 ask for the job
Building Rapport
• How do you talk to a friend?
• Meet them at a human level. Everyone smells bullshit
• Literally have fun
Finding True Needs • Real vs. surface needs • Mul-ple open ended ques-ons
• “How long have you been planning to do this?” • “What do you want to achieve by doing this?” • “What is important to you when doing this project?”
• Listen 80%, speak 20% • You found the true needs when you find the story
Features and Benefits • Acknowledge
• “What I’m hearing you say is that X, Y, and Z are important to you, is that correct?” Pause, allow them to agree or disagree.
• Understand Features and Benefits properly • Have them sell themselves
• “How would this help you?”
Demonstrating Value
• Price is irrelevant in the presence of value
• Build value into the proposal based on their needs, and make it very detailed
• Do not move on price -‐ this destroys value
Trial Closing and Asking for the Job
• The stage has to set early on
• Walking the client through their decision process: • Trial close 1 • Trial close 2
• Must always ask for the job – directly, confidently, and asser-vely.
The Sales Process • Why have a defined sales process?
• Documented and understood across the organiza-on
• Serves to proac?vely walk customers through their psychology of buying • The specifics are dependant upon your specific organiza-on, service, and product
The Sales Process Framework Mid-high AJS
1. Set up 2. Arrival/introduc-on 3. Scope ID 4. Understanding needs 5. Service/product details and Features & Benefits 6. Trail close 2 7. Take off, calcula-ons, and write up 8. Proposal review and ask for the job • Working through objec-ons and follow up
The Set Up Call • Fundamentally cri-cal to the sales process
• Allows you to qualify leads and spend valuable -me with the right poten-al customers
• Sets the stage for the es-mate and sale • Addresses decision makers • Trail close 1
• Planned out and followed in detail • The customer into your process, not you into the customer’s process. You know what they need beler than they do.
• Followed by Pre Es-mate Email
Arrival/Introduction • Sidewalk check
• Stop the race: take customers out to end of driveway or back of front yard
• Look for rapport triggers
• Start technical if you need to, but make them love you as a person
Scope Understanding
• This is where the sales process -es directly into Gross Profit, be accurate
• Get clear on what these are for your specific industry
• Create standardized form and discussion process for this
Understanding Needs
• Meshed into walk-‐around conversa-on • Pull from set-‐up call notes or return email
• Be armed with key ques-ons that work for you to start the discussion
Product Details/Features & Benefits
• Best done inside amer the walk-‐around
• Know your features & benefits inside and out
• Should be presented very specific to needs
• Best to use a Client Guide to aid in explaining an intangible product/service
Trail Close 2 • Done at end of Features & Benefits stage, prior to take off of numbers
• All selling is done at this point – you have either won or lost the job now
• In order to do this trial close, you must have: • Build enough rapport with your customers • Understood their needs clearly • Discussed the related features and benefits thoroughly Otherwise you cannot ask the ques-on..
Take off, Calculations, and Write Up
• Done at -me of es-mate if at all possible
• This should be systemized with the following: 1. Es-ma-ng guide 2. Es-mate form 3. Highly detailed proposal
• Ideally, calcula-ons and write up in vehicle
Pitch and Ask for Job 1. Proposal review with both decision makers
• Proposal faces them • Start with price, very confidently • Go through from top to bolom • Highlight features and benefits related to their needs • This is just a summary of everything that has already been
talked about
2. Any final ques-ons 3. Direct ask for the job, working tailored to you
Working Through Objections • An objec-on is simply a need that has not been met
• Flash card prepara-on exercise
• Condi-onal close
• Internal follow up system set -‐ ideally in CRM sales funnel
Working Through Objections 1.
Empathize
2. Ask clarifying ques-ons
3. Confirm your understanding
4. Address the problem or objec-on
5. Check for agreement
Ask for the job
Follow up Trial Close
Sales Collateral
• Pre es-mate email
• Client guide
• Proposal cover and follow up materail
Sales Process Reporting
• Key metrics to benchmark and observe: • Lead slippage • SR • AJS
• Sales Process Tracker
Coaching Sales Staff • GSR’s to diagnose challenges • Lean on your sales process to ID problem points
• In field sales coaching
• Leading the process • Observing
Next Week Final Blueprint session: Priority Management and Goal SeMng • Construc-on of goals • Breaking down a goal into tangible steps • The Priority Management process • Implementa-on moving forward from Blueprint
Anything else you would like to touch on next week? In person or digital?
BTA Referral Program Free webinar: Thursday November 5th, 3:00-‐4:00
Topic TBA based on what par-cipants want to see Who would benefit from this: • Have a func-onal trades/service business set up and fully
opera-onal • Desire to grow and take their company to the next level • Entrepreneurial and open to learning Referral compensa-on Go through your network and invite by next Thursday, October 29th
Action Items 1. Script out proper set up call for your business 2. Iden-fy the specific opportuni-es in your current
sales process 3. Map out your sales process that will hit on all of the
above items, based on the template • In person sales process • Inbound call script
Please send in by 5:00 PM on Tuesday
Close
1. Ques-ons
2. Key learning and take-‐aways