selling @optimisedhq chris middleton. covering the 3 era’s of selling prospecting finding the...
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Selling
@optimisedhq
Chris Middleton
Covering• The 3 era’s of selling• Prospecting• Finding the decision maker• Building database• Connecting with prospects• Become a trusted advisor• An effective communicator• Closing the sale• Upselling• Cross selling• Analyse results• Customer loyalty and retention• Be the best version of you
Selling is the process of persuading a person that your product or service is of greater value than the price you are asking for it.
Each party enters into the transaction when they feel that they will be better off as a result, than they would be without it.
The customer needs to be convinced that this is the best choice and that there is no better way to spend the equivalent amount of money.
The Three Era’s of Sales
1.Show up and ‘Throw up’
2.Consultative3.Research
Push Vs. Pull
Push Marketing
Pull Marketing
Choose An Approach
1.Push?2.Pull?3.Integrate?
Push
Prospecting: Filling your sales pipeline
Define Your Customer Type
When Does Your Customer Buy?
Choose a Sales Database
Should I Buy a Database?
Research Contacts and Build Database
Ask Existing Clients
Google Maps
Research Prospects Website
Telephone Research
Other Sources of Data
• Newspapers• Yellow pages• Business publications• Trade publications• Companies house or other data houses• Chambers of commerce• Networking
Connect on LinkedIn
Follow on Twitter
Personalised Direct Mail
Personalised direct marketing
Traditional canvass direct marketing
Newspaper and magazine advertising
Broadcast media advertising
Physical Item
Tip
Send multiple mailers out over a period of weeks
Send a Personal Email
Call Prospect
Four Types of Prospects• Successful prospect
– Prospect is in an industry that is going well – the future looks great• Problem prospect
– Prospect recognises something is wrong and is looking for a solution
• Complacent or satisfied prospect– Happy with everything as it is and sees no reason to change
• Negative prospect– This prospect is often rude, insulting, and obnoxious . This person
looks down on sales people. N.B these people are much rarer than you think
Handling Objection
Four Types of Objection
• Price • Loyalty• Time • Ignorance
Price
“I can’t afford it.” “We don’t have budget until next year.”
“How much is it?”“We already have a super cheap supplier”
Loyalty
“We already have a great supplier that we have worked with for years.”
“we are happy as we are thank you”.
“Our current supplier is the bosses best mate”.“We don’t have any issues with our
current supplier”
Time
“I don’t have time right now.” “It’s the wrong time of the year to buy”.
“We were looking at new suppliers next year”.
Ignorance
“I don’t need what you have to offer.” “I have tried something similar and it did not work”.
“I am afraid of making a bad purchase decision”.
“It’s too big a risk”.
No
No only means no right now. Change your view. A no could well be a future yes.
Customers and Time
• Short-term– Small sale, quick decision
• Medium-term– Smaller organisation with multiple decision
makers• Long-term
– Large potential sales, these sales have a large value and can take a long time to make
You Need to Build Trust and Earn Respect
Sales Statistics
48% of sales people never follow up with a prospect25% of sales people make a second contact and stop12% of sales people only make three contacts and stopOnly 10% of sales people make more than three contracts
2% of sales are made on the first contact3% of sales are made on the second contact5% of sales are made on the third contact10% of sales are made on the fourth80% of sales are made on the fifth to twelfth contact
Write a Script and Practice“Practice makes permanent.”
Develop your Elevator Pitch
The elevator pitch is the most powerful and concise description of you, your company, or your products boiled down to 25 to 35 words. It answers five basic questions, and it encourages the listener to request, "Tell me more."
Elevator Pitch – The Five W’s• What does your company do? e.g. begin your answer with "We provide.")• Whom does your company do it for? e.g. begin your answer with "For small and midsized healthcare
providers.")• Why do they care? Or, What's in it for them? e.g. include in your answer "so that they can," "who can no longer afford,“
or "who are tired of.")• Why is your company different? e.g. begin your answer with "As opposed to" or "Unlike.")• What is your company? e.g. begin your answer with "My company is an insurance.")
Example
We increase clients’ profit using online marketing, increasing enquiries and sales. We work in both the B2B and B2C market place with a client size of between £10-100m in turnover. Unlike most agencies, from strategy to delivery every function is provided in house.
Remember. Keep Your CRM Up-to-date
Touching Base Campaign
Review, Refine and Repeat
Become The Most Effective Communicator
Auditory
Tune inAll earsRings a bellSilence
Be heardResonateDeafLoud
Hear ListenSoundMusic
Communicate and Learn Best With The Spoken Word
= Listening and Speaking
Use words such as:
Visual
EnvisionIlluminateImagineClear
FocusedCrystalPictureHazy
SeeLook ViewShow
Communicate and Learn Best With Visual Cues
= Seeing and reading
Use words such as:
Kinesthetic
Slip throughMake contactCatch onTap into
HappyConcreteSolidHandle
FeelTouchGraspGet a hold of
Communicate and Learn Best With Touch and Feel
= Touching and doing
Use words such as:
Communicating to a Group
Building Rapport
Minimise the difference between two peoples world.
Understanding Our Prospects Cognitive Style
A
B
D
C
Logical
Analytical
Fact-Based
Quantitative
Organised
Sequential
Planned
Detailed
Interpersonal
Feeling-Based
Kinesthetic
Emotional
Holistic
Intuitive
Integrating
Synthesising
Herrmann’s Whole Brain Model
Quadrant A Style Profile
The quadrant A style is logical, analytical and often bottom line tough. No decision is made without the facts and reality is now. In extreme cases the A-style can be hard nosed with a great emphasis on success at any
cost, providing the numbers look right.
An A-quadrant person would need to be well versed in the facts and to use logic rather than intuition or gut feelings to
make decisions.
Quadrant B Style Profile
The B-style is very detailed, structured, solid, down to earth with no equivocation and ambiguity. Things are
done according to procedure, time and are delivered as promised.
Neatness and protocol count and time costs money. A typical B-quadrant person values following orders, getting
the project in on time, with a well organised office and accurate documentation.
Quadrant C Style Profile
The C-quadrant is highly participative and team oriented. People are considered to be the most
important asset of the organisation. Human values and feelings are paramount and if push comes to shove,
people come first.
The door of a C-quadrant person is always open and if something doesn’t seem right, standard procedure is to
address the problem in a sensitive way.
Quadrant D Style Profile
The D-quadrant is intuitive, holistic, adventurous and likes to take risks. It’s complete opposite to quadrant B and its credo is “If there is a better way, lets try it out”,
as opposed to “if it isn't broke don’t fix it”.
Experimentation is highly valued and it is normal for a D-quadrant person to try out several approaches at once. The style is open with very little structure. Seeing into the future
and avoiding short-sighted solutions is a common trait.
A
B
D
C
• Does it use facts?• Is it quantified?• Does is show clear analysis?• Is it to the point?• Is it logical
Provide The Right Information
• Does it look at the big picture or provide an overview/
• Is it visual or colourful?• Does it use metaphors?• Does it look at the future?• Is it conceptually sound?
• Does it provide details?• Is it in sequential order?• Is it neat?• Is it in a recognisable,
appropriate format
• Does it use experiences that relate to the audience?
• Are there examples to illustrate the point?
• Is it helpful and user friendly?• Does it acknowledge emotional
issues?
Major obstacles to sales success
Low self-esteem
Seeing the glass half empty rather than seeing the glass half full. Low self esteem leads to stress, negativity, pessimism, fearfulness, self doubt, and the tendency to sell yourself short
“by the time you have decided whether the glass is half full or half empty I’ve have already sold the glass”
Major obstacles to sales success
Fear of rejectionThe fear of rejection is the biggest single obstacle to selling success. It is the fear of rejection that holds us all back from achieving our full potential. Fear of rejection is an acquired fear.
Fear of calling on someoneIn sales, the fear of rejection manifests itself in a fear of calling on strangers. It is the root of reluctance you feel to seek out new prospects.
Positive Mental Attitude• Stephen R. Covey
– The 7 Habits of Highly Effective People• Brian Tracy
– Maximum Achievement: Strategies and skills that will unlock your hidden powers to succeed
• Tony Robbins– Awaken the Giant within
• Dale Carnegie– How to Win Friends and Influence them
A Few Tips• Sales is 80% attitude – what’s the worse that can
happen?• Eat that Frog - do the things you don’t like doing
first!• Listen 70% talk 30%• Politeness is the best way to combat rudeness• Surround yourself with positive people• Selling is strategic • Be patient
Self Image Modification
See yourself as self-employed
Taking full responsibility
Consulting versus selling
Example Push Campaign
Build data base
Connect on LinkedIn
Send intro letter and table top mailer
Poster and what we do leaflet mailer
Time management booklet mailer
Sharpen your pencil?
Time to speak to us? Mailer
We’re hungry are you? Mailer
Telephone call
Personal email
Show up and throw up Vs.
Consultative selling
Show Up and Throw Up
Consultative Selling
Like a Doctor
Establish rapport
Identify problem
Present solution
1Examination
2Diagnosis
3Prescription
Basic Sales Process
The Research Era
We Talk Less to Real Sales People
Traditional Buy a
carSpeak to a salesperson again with follow up questions
Read through a brochure
Visit a showroom and speak to a salesperson
Find your local dealership in a hard copy local directory
Vs.Online
Read opinions and comments on a range of cars. Ask friends and friends of friends
Visit specialist blogs for reviews on cars
Watch walk around tours, video reviews and full specifications of vehicles
Google search a showroom locally that has the vehicle and provides quality content of its own
Buy a car
The Research Era
Salesperson That Never Sleeps™
Structure a Website that Converts
The quickest way to achieve more business is to improve conversions by 100% not to increase visitors by 100%.
The Website Needs To Answer All The Questions A Salesperson Would
The website has to provide information to satisfy different
personality types and for different stages in the buying process.
Social Proof
Other Uses for Social Media
Customer Retention – Rewarding Loyal Customers
Customer Retention – Customer Care
Cross-selling and Up-selling
Up-selling
Increase Sale Value
Double your profit
Really Boost Your Profits
Cross-selling
Amazon increases sales by 35% in one year
Analyse Results
Conversions
Bring Your Personality
Don’t Be A Carbon Copy
Copies Have No Distinguishing Features
To Finish• The 3 era’s of selling• Prospecting• Finding the decision maker• Building database• Connecting with prospects• Become a trusted advisor• An effective communicator• Closing the sale• Upselling• Cross selling• Analyse results• Customer loyalty and retention• Be the best version of you
