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What is sales?
Selling is transforming a need of a customer into an action (of buying) via different steps.
What are the different zones of the social side of sales?
Comfort zone, Fear zone, Learning zone, Growth zone.
Hard selling
Direct, aggressive, and high-pressure
Creates a sense of urgency
Does not focus on customer relationship
Sells products of low-cost, shorter shelf-life, one-time usage product, and small businesses.
Markets products of huge stocks and less demand.
Uses a rational appeal
Soft selling
Indirect, gentle, and low-pressure
Does not urge the potential customer
Extends a long-term relationship with the customer
Sells products of long-term, repeated usage, and brands
Markets products of huge demand and less supply
Uses an emotional appeal
What does LSD stand for?
Listen: The better you are at active listening, the more information gained. When used well you can improve sales as well as always being able to talk about something.
Summarize: By reflecting on what is said, you can check whether you understood it properly and show you were actively listening.
Dig: Ask open-ended question to show interest, helps avoid premature conclusions - ask why questions.
Non-verbal communication
Eye contact
Avoid distractions
put passion into the conversation
Show your admiration
Play with your posture, appearance, touch, personal space
SMILE
Personalities (ITEF)
Cool Blue: Cautious, precise, deliberate. questioning, formal, stuffy, indecisive, suspicious, cold, reserved.
Fiery Red: Competitive, Demanding, Determined, Strong-willed, purposeful, aggressive, controlling, driving, overbearing, intolerant.
Earth Green: Caring, encouraging, sharing, patient, relaxed, docile, bland, plodding, reliant, stubborn.
Sunshine Yellow: Sociable, dynamic, demonstrative, enthusiastic, persuasive, excitable, frantic, indiscreet, flamboyant, hasty.
Understanding the impact of why (Golden Circle)
What: Every organization on the planet knows WHAT they do. These are products they sell or the services they offer.
How: Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition.
Why: Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. It’s a purpose, cause or belief.
Golden Circle example - Nike
What (Positioning): We wake the athlete in all of us
How (Mission): Bringing innovation and inspiration to every athlete in the world.
Why (Purpose): We believe if you have a body, you are an athlete.
The ‘AIDA’ Model
Attention (Awareness): Creating brand awareness or affiliation with your product or service.
Interest of the customer: Generating interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further.
Desire: For your product or service through an ‘emotional connection’, showing your brand personality. Move the consumer from ‘liking’ it to ‘wanting’ it.
Action: Move the buyer to interacting with your company and taking the next step i.e. downloading a brochure, making the phone call, joining your newsletter or engaging in live chat etc.
What is a sales funnel?
A sales funnel, also called a purchase funnel, is the visual representation of the customer journey, depicting the sales process from awareness to action.
The stages of a sales funnel:
Aware: Search for information
Nurturing: feed clients information to attract engagement
Consideration: Read reviews and compare products
Intent: Put products in cart
Evaluation: Review shopping cart & head to check-out
Purchase: Sales transaction is completed
What does a customer journey map show?
A customer journey map shows the story of the customer’s experience. It not only identifies key interactions that the customer has with the organization, but it also brings the user’s feelings, motivations, and questions for each of the touchpoints. Finally, a customer journey map has the objective of teaching organizations more about their customers.
What is the ‘Loyalty loop’?
The customer loyalty loop is a concept that portrays how customers decide what they wish to purchase and whether or not they wish to stick to their decision. Simply put, the loop recognizes that once a customer purchases an item, they constantly reevaluate whether buying the product was the right thing to do, should they recommend this to others, will they be purchasing the same product again?
(SMART) Goals
Specific - make goals clear and specific
Measurable - define measurable assets
Attainable - Confirm your goals are attainable
Relevant - Verify your goals are relevant
Time-based - Set up a time-based plan.
What is a suspect?
A potential customer before having contact at all.
What is to prospect?
A potential customer after a first contact.
What is prospecting?
Contacting key employees in companies, who are not yet customers and who do not know yet and who do not know you.
Cold prospecting
Interruptive
Based on demographics & patterns
Early in the process- doesn’t know you
Seller first
Warm prospecting
Invited
Based on personalized research
Later in the process - already knows you
Buyer first
Why prospect?
Maintaining customer base (continuity)
Growth
Cost per visit
Personal appearance
Stay creative
Work systematically
Balance between address search and revenue
Deploy the phone strategically
Start with a goal
Know your prospect
Who is your prospect
What’s the organization/company like
What is the prospect looking for
Is there a history
Mediums
Companyweb
Trendstop
Kruispuntbank
Address banks for private individuals
Newspapers and magazines
Vacature
Jobat
Building your database
Determine - determine target audience
Identify - find prospects in your market
Select - get contact details of companies you want to visit
Register - save contacts in database
Qualify - supply with valuable information
Exploit - breathe life in your database, the more you use it, the better it becomes.
Time Management & Productivity
Visiting prospects = priority
Convert available time into productive selling time
Dare to say NO
Performing indirect sales activities outside of available sales time.
Want
Keywords: PRIORITIES & WANTING
What is CRM?
CRM (Customer Relationship Management) is a business strategy aimed at realizing sustainable competitive advantage through value creation, in which customer insight, customer experience and customer involvement are central.
CRM contains: Address data, Products, Competition, Campaigns, Contact moments, Quotations
4 goals of sales
Attract customers
Retain customers
Increase customer value
Increase of profitability per clients
CRM & Sales
Sales: (Past) History of client. (Future) Reminder of planned action.
Sales manager: (Past) Analysis of past efforts of sales team. (Future) Insight on what is planned
Central calendar system
Central quotation management
Central relationship file
Direct access to up-to-date data
Creation of efficient communication with relations
Mailings
Direct sales - converting orders
Other objectives - register for events
Generate requests which are further process by sellers
Sales goals
Objective: To inform the customer about a benefit
Why: To create a favorable climate for telephone follow-up
Who: Targeted mailing, to selected addresses.
How: In relatively small and manageable quantities. (1-20 weeks)
The role of the seller: He is proactive.
Response from the customer: None, the customer is actually not allowed to respond to the mailing. The initiative lies with the seller.
Making appointments vs sales
Making appointments by phone
No visual contact with the prospect
You don’ see his/her reaction
Easier on the phone to say “no”
You can’t show anything over the phone
Sales
Personal conversation which allows you to have better contact with the prospect.
You can read his/her body language
You can get deeper into things
You can support your conversation with a display folder, pc, tablet.
Closing
Direct question: “could I visit you next Wednesday at 1:30pm?”
Alternative question: “When would it suit you? Thursday at 11am or Friday in the afternoon?”
Open question: “Would I be able to visit you next Wednesday at 1:30pm “No, that doesn’t fit.” “Would it be better on Thursday at 11am? “ No, neither" “When would it suit you best?”
Reaction to the closing question can be: An affirmation, an objection, or a question.
Handling objections
Going along with the objection (don’t refute!)
No problem
I understand that
I hear what you say
Make a bridge - universal answer
Ask another closing question
Assertiveness
Assertiveness is the quality of being self-assured and confident without being aggressive.
Assertiveness relies on effective communication while simultaneously respecting the thoughts and wishes of others. People who are assertive clearly and respectfully communicate their wants, needs, positions, and boundaries to others.
Cialdini assertiveness
Passive - emotionally dishonest, indirect, inhibited, self-denying, blaming, apologetic.
Passive Aggressive - emotionally dishonest, indirect, self-denying at first, self-enhancing at expense of others later.
Aggressive - inappropriately honest, direct, expressive, attacking, blaming, controlling, self-enhancing at expense of other later.
Assertive - appropriately honest, direct, self-enhancing, expressive, self-confident, empathetic to emotions of all involved.
Assertive communication
Confidence - Clear - Controlled
Think before speaking
What is the goal?
What are the options?
How can I communicate in a way that’s honest and respectful?
Communicates concerns directly to the person he or she has an issue with, rather than talking indirectly about someone behind his/her back.
Listens actively and reflectively to others
Offers direct eye contact
Has strong self-awareness and a relaxed posture.
Communicates positively and constructively, without use of judgement and labelling.
Sales Conversation - Hard skills
Hard Skills
Analyze
Act in the interest of the company
Ethical behavior
Forms and reports
Follow instructions and procedures
Deliver quality
Deploy materials and means
Commercial mind
Focus on needs and expectations of customer
Plan and organize
Presentations
Build relationships/networking
Sales Conversation - Soft skills
Soft Skills
To pay attention and show understanding
Make decisions
Create and innovate
Show ambition and drive
Learn from new experiences
Learn to deal with setbacks
Deal with change
Research
Collaboration
Lead
Convince and persuade
Preparation - Prospect / Existing customer
Prospect
Check company activity (website but also recent articles/interviews)
Evolution of the sector
Info about contact person (social media? / LinkedIn…)
Similar customer? Need? What do they find valuable
Existing Customer
History & figures
Insight into further evolution in the sector
Look for cross and upselling opportunities.
SCOTSMAN Anacronym
Solution
Competition
Originality
Timescale
Size
Money
Authority
Need
What is the Sales Cycle?
The sales cycle is the time which expires between the first visit to a prospect and them effectively placing the first order. From a day to several years.
Short cycle
Cheap
Simple
Great availability
Great potential
Decision = one person
Decision process = transparent and simple
Long cycle
Not cheap
Not easy
Small number of players
Potential customers is limited
The decision = several people
Decision process = opaque and complex
Structure sales conversation
Introduction
Questioning
Needs analysis
Convincing
Demonstration
Argumentation
Persuading
Dealing with objections
Detecting buying signals
Closing
Introduction
Goals
Mistakes opening the sales pitch
Ways to help start a relationship
The structure of the introductory phase
Concluding remarks
Introduction - goal
Selling the conversation to the customer (not yet product!)
Making yourself acceptable as a partner in the relationship
Absorb contact resistances
Overcome your own fear + negative attitude
Introduction - mistakes
Thank the customer for the conversation
Far too long an introduction
Tell that you are coming to introduce the company (…and do that)
Contradiction: saying that you want to ask questions but still give an explanation.
Starting from self-interest
Start with a hidden blame
Assume
Knife to the throat
Introduction - promote relationships
Use the name of the customer
Introduce yourself clearly
Use your business card- alternative?
Smile!
Introduction - structure
Introduce the needs assessment
Introduce yourself briefly
Say you want to ask questions
Close the entrance phase with a closing question
Open with a agenda proposal
Briefly introduce yourself and your company
Suggest three agenda items
Close the introductory phase with a closed closing question.
Introduction - psychology
Give attention
Listening credit
Take the lead
Why do customers buy?
Technical properties vs benefits of those properties
Selling arguments are meaningful combinations of technical features and customer benefits.
Motives differ from person to person
Tools: stats and facts, comparisons, passion, …
Hit the heart and the head will follow
We don’t sell insurances, we sell control and reassurance
We don’t sell sweaters, we sell comfort, identity and fashion
We don’t sell brown bread, we sell health
Argumentation - SENCAP
Safety
Ecology/Economy
Novelty
Comfort
Appreciation
Prestige
SENCAP - Safety
Safety - security - reliability
Fear of the new
Create confidence
SENCAP - Economy/Ecology
Economy - ecology - efficiency
Added value
ROI → return on investment
SENCAP- Novelty
Novelty
In contradiction with security
Need for innovation
SENCAP - Comfort
Comfort
Easily accessible
Looking for ways to make things easier
Desire for well being
SENCAP - Appreciation
Appreciation
The relationship between customer and sales
SENCAP - Prestige
Prestige - status
Desire to show or talk about a new purchase
Praise
Argumentation - tools
Support with facts and figures
Make comparisons
Passion
Trial close
Demonstration - how
Virtual reality
Skype
Webinar
Demo event
Presentation folder
Steel
Teasers
Demonstration - tips
Caution with packaging
Polling for intentions
Keeping control
Determine evaluation criteria
Close demonstration phase
Demonstration - mistakes
Unwanted
Too fast
Too technical
No purpose
Focus on price only
No closure
Dealing with Objections
Postpone the purchase
Customer does not agree with you
Fear of change
Different need
Looking for a better deal
Testing of the salesperson
Get information
Hide uncertainty
Get more certainty
Objections or something else
More information needed
Misunderstanding or judgement
Lie, excuse or false objection
Condition
Objections - when
Prospecting phase
Argumentation phase
Closing
How to handle objections
How to approach
We have a solution for that … I understand that … I hear what you are saying …
Techniques:
Asking questions
How and why?
Concretize
Silence
Delay
Boomerang technique
Never argue with the customer
Ask questions to find out what the customer means exactly
Detecting buying signals
Definition: any words, gestures or attitudes of the customer that indicate that he is willing to buy.
Verbal buying signals
general satisfaction
Positive feedback on partial advice
Announcement of an action
A choice made by the customer
Provoke Buying signals
When can I get the specifications from you?
What procedure should we follow when we deliver the goods?
Who should our technician report to when we perform the treatment?
Which solution do you prefer?
Closing
Summarize the main needs
Match the needs with you own services and USPs or Unique Selling Points.
Ask if this is correct and complete
Translate your services into customer benefits. Highlights more pros than cons.
Ask for a response
Give another example of customers who are satisfied.
At the end of the conversation, you will then reap the fruits of your hard work:
You have to be able to arouse your customer’s desire to buy and then get a clear yes to your proposal.
You have succeeded in presenting targeted solutions that fit in nicely with the inventoried wishes and needs.
You could explain with enthusiasm what your proposal will bring to the other.
When does closing go wrong?
Maturity
Must or want?
Avoid pushiness
Assertiveness
Pride
Shyness
Closing mistakes
Sell again, overselling
Shut down implicitly
Don’t be silent after the closing question
To be without obligation
Not should but can
Trying to increase the order from a small starting order
Don’t visualize
Push or beg
Handing over the initiative
Not responding appropriately to a buy signal
Summary
Preparation
Check your sales instruments
Check your objective. What do you want to achieve?
Contact tactics:
who do you want to talk to, why, about what …
Contact (The actual conversation)
Focus on the conversation
Contact itself (attitude and question)
Open questions, non- verbal communication, eye contact
Deepen
Go through the agenda with you client and discuss the goal.
Analysis
The art of “asking good questions”
The art of “listening”
To summarize…!
Presentation
Story telling
93% of the communication is non-verbal!!!!
Closure (Hardest)
52% gives up on the first objection. Only 4% continues up to 4 attempts
Use the closing techniques