Sales "Tough Calls" by Josh Gordon - Book Overview
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Post on 13-May-2015
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DESCRIPTIONAs part of my teaching a sales course at the Ohio University College of Business, I have my students understand many of Josh Gordon's "tough calls," and we integrate techniques as part of their sales calls. Gordon does a great job of reviewing tactical approaches that can be applied in a concrete way that's great for sales students and sales professionals. Presentation created by Shaun Holloway.
<ul><li>1.Tough Calls: Selling Strategies to Win Over Your Most Difficult CustomersPart I </li></ul> <p>2. Overview Author Josh Gordon conducted a national survey that consisted of 3 separate mailings and received over 1,000 responses Tough Calls focuses on behavior of clients FIRST and recommends selling approaches directed toward that behavior Every client, even current, has the potential to become a problem client 3. Why Understand This? 1 of 6 clients in the USA is a problem client Services have more problems than products The percent of your problem clients depends on your selling style Problem clients account for 1/3 of job related stress! 27.4% of a sales managers time is spent discussing problem clients with salespeople 4. Book is designed Most frequent to least frequent problem clients Divided into 3 sections to help you Pitfalls Selling Strategies Closing Strategies Some strategies purposely contradict Designed to help you for a variety of clients Not designed to be used all at once or sequentially 5. Survival & Opportunity- Pg 205If every client you had handed you an orderwithout a fight, salespeople and client contactprofessionals would be unemployed.A sales territory without problem clients is a territory without opportunity. 6. The Client Who Grinds You On Price Most frequent problem client- get a lower price Pitfalls: Getting so focused on price you forget to sell your product Discussing price first Wasting time on a customer who is not serious Thinking the buyer is a pain in the neck 7. The Client Who Grinds You On Price Selling Strategies: When asked for a concession, ask for something in return Every price grinder has a boss Keep it personal Find out what your client really wants Sell value Differentiate your product from competitors Never negotiate over the phone Do NOT give in to every price demand 8. The Client Who Grinds You On Price Closing Strategies: If you make a price concession, close on it! Make a non-price concession close on it! Close with NO concessions Could be the fairest way possible More flexible negotiations will favor bigger accounts 9. The Client Who Will Not See You There are salespeople you are just not one of them You have to get in Pitfalls: Taking it personally Becoming a nuisance pest vs. persistence? Giving up 10. The Client Who Will Not See You Selling Strategies: Ask yourself, Why would I see me? Send a non-sales-related item and see if it arrived Call early in the morning or after 5pm Worship the secretary Make a non-sales contact to help you get in Ask yourself questions Say, Ill be in the building, can I come see you? 11. The Client Who Will Not See You Closing Strategies: Be specific Promise a benefit Think about the next time 12. The Client Who Has No Buying Authority Watch out for information gatherers who channel info to the right people Pitfalls: Assuming the person youre meeting has authority Thinking the person is insignificant Going over the persons head 13. The Client Who Has No Buying Authority Selling Strategies: Motivate the buyer to admit he/she has no authority Become a sales trainer Prove it on paper Go over her head When? How? 14. The Client Who Has No Buying Authority How do you get a commitment from someone who cannot make one? Closing Strategies: Put all the info in writing & send multiple copies Be very sensitive to timing When will the decision be made? Whom else will you be meeting with? When will you be meeting? 15. The Client Who Loves What You Say Then Does Not Buy This buyer finds it easier to give no resistance, then buys elsewhere The call may seem TOO easy or TOO nice Pitfalls: Mistaking the call for a relationship sell Assuming the sale is a go because there are no objections 16. The Client Who Loves What You Say Then Does Not Buy Selling Strategies: Bring up the objections yourself Consider this person may not be here for long Nail down the level of commitment BEFORE leaving the room Ask for the order Ask about a timeline Find a way to continue the dialogue 17. The Client Who Loves What You Say Then Does Not Buy Closing Strategies: Be direct & ask for specifics Treat it like a normal sale 18. The Client Who Complains About Everything Pitfalls: Agreeing with the complainer about your product and company Thinking of this as real complaining 19. The Client Who Complains About Everything Selling Strategies: Set the buyer up to work for you Ask yourself, What kind of attention does the buyer really want? Smoke out real complaints from show complaints Minimize the importance of the complaint 20. The Client Who Complains About Everything Closing Strategies: Say, I understand the concern you have; if it were resolved, would you buy? Shoot the attention to your competitors for awhile Take all complaints head on 21. The Client Who Says, Its not in the budget. Pitfalls: Taking the no money at face value Offer a rate concession Trying a prestige sell 22. The Client Who Says, Its not in the budget. Selling Strategies: Position your product as a financial benefit Ask for a test or trial period Help your client find the money Offer a guarantee involving money Limit the chit-chat 23. The Client Who Says, Its not in the budget. Closing Strategies: Put it in terms of money How we will save you money How we will make you more money Put the numbers in writing 24. The Client Who Is Indecisive Pitfalls: Pushing when there is clear resistance Not reading the objections emotionally Losing patience 25. The Client Who Is Indecisive Selling Strategies: Give a deadline to buy Sell the idea that a specific sale is given Start asking for an order 6 months in advance See the client in person 26. The Client Who Is Indecisive Closing Strategies: Prepare for a massive close Ask, Do you want a blue one or a green one? Tell the buyer no and take a stand 27. Tough Calls: Selling Strategies to Win Over Your Most Difficult Customers Part II 28. The Client Who May Cancel The Order Things change Pitfalls: Letting the romance get stale Looking at the intent to buy as a done deal Avoiding talk about the competition 29. The Client Who May Cancel The Order Selling Strategies: Keep the romance alive Do NOT stop selling Monitor your competition Check for romance decay Say Thank You 30. The Client Who May Cancel The Order Closing Strategies: Sell up: the best defense is a good offense Get a verbal commitment for anticipated business Find out who is the top supplier 31. The Client Who Buys Elsewhere: Likes a Competitive Product Do not slam the current product It questions the judgment of the buyer Find out why the client bought the product in the first place Pitfalls: Putting your client on the defensive The client is committed emotionally to the other product Going into a sale without being prepared 32. The Client Who Buys Elsewhere: Likes a Competitive Product Selling Strategies: Give a comparative, not competitive, presentation Differentiate your product Get the client more excited about the product Get invited to make a hard competitive presentation 33. The Client Who Buys Elsewhere: Likes a Competitive Product Closing Strategies: Give the buyer a way out That was then this is now The Whole new ball game approach Things are not what they used to be Lets keep the current supplier on his toes Someday the client may need a backup supplier 34. The Client Who Buys Elsewhere on Relationships Pitfalls: Getting competitive before you have proved yourself Chasing every trivial objection Giving up too early Example: Frog Cartoon 35. The Client Who Buys Elsewhere on Relationships Selling Strategies: Build your own relationship 4 types of relationship buyers and ways to start I buy from the organization that sends me the most credible representative Emphasize professionalism and product knowledge I buy from the people I trust Give some kind of preferential treatment or attention 36. The Client Who Buys Elsewhere on Relationships Selling Strategies Cont I buy from people who are my friends Begin with entertaining I buy from the representative who helps me look good Bring value added services, etc to the table Envision yourself turning the account around Could take time like years Relationships aside business is business Get involved with your clients peers Monitor the relationship you are up against 37. The Client Who Buys Elsewhere on Relationships Closing Strategies: Ask for a level playing field Use the join the club close Entertain, ask for the order, take care of the details back at the office 38. The Client Who Is Indifferent Key is to get into the buyers head Pitfalls: Trying to control the call too much Thinking the call is going badly because the client does not seem to be listening Not customizing the call for your client 39. The Client Who Is Indifferent Selling Strategies: Prepare for a unique call Show up with an interesting, stand-out presentation Call ahead Ask yourself, Has the client heard it all before? Start by asking questions and being responsive Present your product in terms of the clients business Ask a question you know the answer to Ask yourself, Is this the right person to sell to? 40. The Client Who Is Indifferent Closing Strategies: Develop a more personal relationship Just keep showing up 41. The Client Who Is Hard To Read This client gives no feedback A call without feedback is no call at all Pitfalls: Trying to get the client involved by talking more Assuming you have made the sale because there has been no feedback Feeling uncomfortable 42. The Client Who Is Hard To Read Selling Strategies: Ask an open ended question and just stop talking Get the buyer to talk about anything Start your call by asking questions SPIN them 43. The Client Who Is Hard To Read Closing Strategies: Close on your clients demographics Time the close with no feedback 44. The Client Who Gets Angry Over Mix-ups Pitfalls: Not trying to use it to your advantage Letting the problem linger longer than it has to Blaming it on the other guy Asking your boss to handle it 45. The Client Who Gets Angry Over Mix-ups Selling Strategies: Defuse the anger Tell the buyer, Youre right. Ask for the details of the problem Make a personal commitment to solve the problem Ask what the client wants Stay on top of the situation until it is resolved Write a letter 46. The Client Who Does Not Like Your Company This is going to count against you Find out where the perception came from Pitfalls: Joining your client in griping about your company Defending your company as being perfect Thinking your company is worse than it is 47. The Client Who Does Not Like Your Company Selling Strategies: Build a positive buzz Become your whole company Take someone from the home office on a road trip Find out why Client had a bad experience Old salesperson was an idiot You have been smeared by a direct competitor Bad news from Wall Street An old problem was not really solved 48. The Client Who Does Not Like Your Company Closing Strategies: Offer a screw up guarantee Close him on the product you are selling </p>
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