‘Generating Sales & Customer Retention’

Presented by

Aidan Dye

Selling

“I find it useful to remember that everybody lives by selling something.”

Robert Louis Stevenson

What is selling?

Selling in not

The art of arresting someone’s intelligence long enough to extract

money from them.

The Best Sales Man We Ever Had…

…was the one who sold two milking machines to a farmer who only had

one cow!.......

Then this sales man helped finance the deal by taking the cow as a

down payment on the two machines!

What is selling?

Selling is controlling and influencing the whole of the decision making process, persuading the Client to come to a decision in their favour and yours.

What is selling?

Selling is controlling and influencing the whole of the decision making process, persuading the Client to come to a decision in their favour and yours.

The Buyer’s Motivation

People buy equally from fear of loss than from promise of gain

Murray Raphel

Emotions vs Logic

Emotions dominate

• Desire

• Fear / Caution

Whilst logic is trying to break through

People buy with their hearts and as well as their heads

Fear, overcome problems, desire, greater

health or happiness, make me look good,

more money

Sometimes People Don’t Know What They Need

Buyer’s Needs- Conscious- Unconscious

Our job is to understand their conscious needs and bring their unconscious needs to their attention – and then solve both!

• A skilled approach

• A thorough fact find

• A strategy or model

A Complex Sales Situation Demands…

A Consultative Selling Approach

Knowledge of Problem

Know

ledg

e o

f S

olu

tion

Low Hi

HiMost people start here

Where we want to get to is here

Our

start point

The Wonderful Paradox

I have more fun and enjoy more financial success when I stop trying to get what I

want and start helping other people get what they want.

Kenneth Blanchard

The One Minute Sales Person

The Customer Paradigm

“To sell John Brown,

What John Brown buys,

You have to see things,

Through John Brown’s eyes.”

Considering all this our primary focus must be…

…on the buyer’s perspective.

New Products &

Cross-selling

New Opportunities

Market Penetration

Finding New Clients

Clients

Pro

du

cts

Existing

New

New

Present

Finding More Business

Clients

Pro

du

cts

Existing

New

New

Present

New Opportunities

Finding New Clients

Cross Selling

versus

Finding More Business

Clients

Pro

du

cts

Existing

New

New

Present

New Opportunities

Finding New Clientsversus

Finding More Business

Clients

Pro

du

cts

Existing

New

New

Present

New Opportunities

versus

Finding More Business

Clients

Pro

du

cts

Existing

New

New

Present

versus

Finding More Business

Features and Benefits

• Features

• Advantages

• Benefits

• Weaknesses

Benefit Fluency

• People don’t buy features• They buy what the features do for them

– i.e. the benefits to them

• An advantage becomes a benefit only if the Client tells you they need it

• Otherwise lots of advantages only make you seem unsuitable

• Weaknesses only have to be less than the weakness of not taking the action!

Successful SellingStart with a completely open mind and explore:

• The Clients needs (conscious and unconscious)

• Problems and the implications of those problems

• Motivators (logical and emotional)• Relevance of AdvantagesUse a 2 Phased approach to get a full

understanding and to give yourself time to develop the ideal solution.

The Magic Formulae1. The best salesperson is the best

communicator

2. The best communicator is the best listener

3. The best listener is the best questioner

4. The best questioner is the person who- knows his/her unique product benefits

- encourages the client to talk about their problems

- causes the client to reflect on the implications of those problems

- leads the client to identify the product as the solution to the problems

Customer Retention

The Communication Code

Words 12%

Tone 28%

Body Language 60%

_____

100%

The Customer Perception Ladder

How do patients regard their G.P.?Do they think he/she is:

Level 4 – “We have worked together on a programme that has had a significant impact on my long term health”

Level 3- “Lots of useful and relevant advice”

Level 2 – “Useful leaflets containing stuff I probably know, but must read one day”

Level 1 – “Renewer of prescriptions”

Level 1

The Customer Perception Ladder

Level 2

Level 3

Level 4

“I needed to lie down in a darkened room

afterwards”

“What a hassle it is dealing with them”

“Helpful, pointed us in the right direction”

“Has made a vital contribution to a key business objective”

Bringer of problems

Bringer of leaflets

Provides some good

advice

Business Partner

Moving Up The Customer Perception Ladder

To Level 2 - sell the benefits of what UKTI’s products and services can do for them

To Level 3 – set out what you can do to help your Clients achieve their business objectives

To Level 4 – Follow the Relationship Approach:

• Understand the Client’s Motivation, their problems, and the implications of these problems

• Use a Consultative Approach• Develop strong relationships with all key decision

makers• Make recommendations of ‘solutions’

Components of the sale

‘S’ selling

‘s’ selling

• Product

• Financial

• Motivation

Personality

Conditions

Product

Motivation

Financial

P

M

F

Type of Product

Our Product

EmotionalLogical

Cost

Price

Financial rationale& justification

PaymentsBudget

Condition - fact‘afford it’

Total sale £Value for money

Objection – opinion‘worth it’

Confidence, desire, fear

FeaturesBenefitsSupport

Differentiators

Needs and wants forSuch a service

(Conscious & unconscious)

Client Account Plans

What goes into an Account Plan?

• ‘Pain’

• Implications

• Position on Key Account Ladder

• What potentially will they buy? – (when? value?)– Check against ‘Components of Sale Model’

• Longer term strategy & opportunities

• Objectives for next meeting/actions

Customer: Meeting date:

Contact(s): : Where Am I On the Customer Perception Ladder?

How Do I Move Up? What are their logical / emotional motivators? What Is Their Pain / Are Their Needs (Conscious and Unconscious)? What Are The Implications of These? What Potentially Will They Buy To Solve These Problems (when / value) Sold! Opportunity Discussed Product 1 Product 2 Product 3 Product 4

What Are The Benefits To The Client That Solve These Problems?

Objectives For Forthcoming Meeting:

Current / Future Possible Opportunities

4 Different PersonalitiesTo Appeal To

DominantActive

UnassumingPassive

ExtravertPeople Minded

IntrovertTask Driven

Prom

oter Facilitator

Anal

yst

Controller

Make themlook good

Good for theirPeople

TheNumbers

TheChallenge