1. The Contact Phase The Closing Phase The Information Phase
The Structured Sales Approach
The Contact
Phase
The Closing
Phase
The Aim of
the Meeting -
- Fulfill the planned
expectations
The Information
Phase
The Persuasion
Phase
Pg. 28

2. “Seek first to understand, then to be understood
“Seek first to understand, then to be understood. First the diagnosis, then the prescription.”
- Stephen Covey

3. Implicit and Explicit Needs
The Information Phase
Implicit and Explicit Needs
CORK
Pg. 28

4. Explicit needs: Implicit needs: “We keep a double stock
Customer Needs
“We keep a double stock
of all spare parts in case
something goes wrong
with the delivery time”
Explicit needs:
statements of strong interest
or desire for solutions
Implicit needs:
statements of slight
problems,
difficulties,
dissatisfaction
“We need to decrease our stock,
therefore we want to implement
JIT production, which requires
a 24h delivery service”
Pg. 29

5. C: Circumstance O: Obstacle R: Repercussion K: Key To Solution CORK
Pg. 30

6. Circumstance Questions Obstacle Questions Repercussion Questions
CORK
Circumstance Questions
Obstacle Questions
Repercussion Questions
Key to Solution Questions
Implicit Needs
Explicit Needs
The questioning technique should not be treated as a “sales trick”. It is part of the Structured Sales Approach that allows better control and understanding of the customer’s behavior.
Pg. 31

7. Tips when asking questions
Keep them open-ended
- Use TED formula
- Avoid “Do you…”
Pre-Plan questions to have good organization and flow
3. Use Impact words -words that grab attention
Time sensitive, Disrupt, Confusion, Headaches
Pg. 32
Impact Words pg

8. CORK – Circumstance Questions
Definition
Finding out facts and figures about the customers existing circumstances
Example
“What are your departments objectives for 2006?”
“Walk me through your order process”
Impact
Least powerful of the four types of questions…most people ask too many & the customer gets bored
Advice
Eliminate unnecessary circumstance questions by doing your research and qualifying in advance
Pg. 39

9. Company specific Shipping specific
Two Types of Circumstance Questions
Company specific
Business and Personal Questions
What facts and figures will
help us understand their
business?
Shipping specific
Facts, figures and the shipping profile
Qualifying Information
Pricing Information
Shipping details
What facts and figures will help us
understand their shipping
characteristics?
The key is to strike a balance in each of these categories
Pg. 40

10. Tip: Keep some questions memorized
CORK – Circumstance Questions
Tip: Keep some questions memorized
“Explain to me your shipping process?”
“Explain the process for shipping goods to your customers? What type of automation is used?”
“Besides yourself, who is involved in the decision for selecting a shipping partner?”
“Explain how your company/department is organized?”
What are 3 things you look for in a shipping partner?”
Pg. 41

11. Supply Chain CORK - Circumstance Questions b Pg. 42
GOODS COME IN - DO SOMETHING WITH GOODS - GOODS GO OUT
Question…. Question… Question…
Question… Question… Question…
Pg. 42

12. Remember you are leading the customer to potential problems or needs
CORK – Circumstance Questions
“How did you come to work here?”
“What separates you from your competition?”
“What are your department objectives?”
“What criteria do your customers judge you on?”
“Explain to me your current shipping process?”
“How do your good come in?”
“What do you do with them once here?”
“Where do you ship your explain?” Elaborate….
“What is the decision making process for selecting a shipping partner?”
“Explain how your company/department is organized?”
“How do you measure quality?”
What are 3 things you look for in a shipping partner?”
Remember you are leading the customer to potential problems or needs

13. CORK – Obstacle Questions
The second type are Obstacle questions:
Definition
Asking about concerns, difficulties or dissatisfactions that the customer is currently experiencing.
Examples
“Where are the bottlenecks in your current process?”
“Where do you lose the most time in transit on your international shipments?”
“If there was anything you could change about your current supplier, what would it be?
Impact
Powerful question type.
Focuses customer’s mind on their concerns.
Usually identifies with customer’s priorities/needs.
Develops a more worthwhile conversation with customer.
Advice
Think of DHL services and how they solve problems for clients.
Think of all possible concerns/obstacles this customer might have before you go into the call, write them down, but stay flexible.
Pg. 43

14. What are obstacles our customers may have?
CORK – Obstacle Questions
What are obstacles our customers may have?
Pg. 43

15. How to Structure Obstacle Questions
Magic Wand
“If you could change anything about your current situation, what would you change?”
Pg. 44

16. Helps transition from Circumstance questions to Obstacle questions
How to Structure Obstacle Questions – pg. 45
Questioning Triad
Helps transition from Circumstance questions to Obstacle questions O
Where do they want to be?
Discuss, give examples
Roll dice for role play team and practice the C and O questions C O
Where are they now?
What’s stopping them?

17. Question Triad Examples
How to Structure Obstacle Questions
Question Triad Examples
Example 1:
C: What are 3 things you look for in your shipping partner?
O: You mentioned reliability in service to international destinations, what challenges do you face when servicing your international destinations?
O: What’s stopping you from getting this issue resolved?
Example 2:
C: What do you want to Accomplish in your department this year?
O: What do you want to Fix in the department?
O: What are you trying to Avoid?
Pg. 45

18. CORK – Obstacle Questions
Exercise
Time = 10 minutes
Work in your team challenge groups
Use the flipcharts posted around the room
Chose an obstacle from the flipchart
Create at least (1) circumstance and (2) obstacle questions
You may any of the 3 techniques taught
Magic Wand
Question Triad
Accomplish, Fix, Avoid
We will review together as a group

19. We’ve determined an obstacle. Normally we jump to offering a solution…
Repercussion Questions
We’ve determined an obstacle. Normally we jump to offering a solution…
FIRST we need to determine the effect that the problem has on the customer!
Flip chart exercise with each “In” “Do” and “Out”
Debrief each team
In questions:
What is coming in? How When where who which dept. involved?
FLIP
TED – Tell me, explain to me, describe to me…
John Smith quote – lead into Business and Personal drivers
The why questions of Circumstance – What are your goals, responsibilities, how long here, goals for the company, what’s the next step for you, etc.
FLIP activity for Personal and Business (2 flips for each and a team for each – 4)

20. The third type are Repercussion questions:
CORK – Repercussion Questions
The third type are Repercussion questions:
Definition
Asking about the repercussions or effects the concerns, difficulties or dissatisfactions have, or may have on their business or themselves.
Examples
“What effect will that have on your clients?”
“Could that lead to added costs?”
“What happens if you do not achieve that goal?”
Impact
The most powerful question type as it identifies with the reality of something not happening.
Focuses the customer’s mind on reaching for a possible solution.
Advice
Having planned the Obstacle questions, think of their effect to the customer and their business.
Plan these questions - write them down if necessary.
Pg. 46

21. “What effect does that have on….”
CORK – Repercussion Questions
“What effect does that have on….”
Company
Customer
Department
You
Pg. 47

22. Uncover HARD and SOFT Costs
CORK – Repercussion Questions
Uncover HARD and SOFT Costs
Cost of the problem must outweigh
the Cost of the solution
What are examples of Repercussion questions that find costs?
Pg. 48

23. CORK – Key to Solution Questions
The fourth type are Key to solution questions:
Definition
Asking the customer what they think a good solution might be promotes a platform for your solution.
Gaining commitment from them on the usefulness of a proposed solution from you.
Examples
“How would faster customs clearance be an advantage to your department?”
“What would you gain if you did it this way?”
“What savings would be had if this process was implemented?”
Impact
Positive impact on customers who now see a solution or an improved method.
Clients see this as helpful and result-orientated.
Advice
Use these questions to get the customers to tell you the benefits that your solution can offer.
Pg. 49

24. Guidelines for Key to Solution Questions:
Keep them open-ended
How?
What?
Future based
Problem solving
Avoid “If we could show you a way…”
You are asking them to “dream” of doing things differently.
The customer’s positive answer to this question is your only green light to the persuasion phase – presenting DHL.
Pg. 50

25. Circumstance Questions Obstacle Questions Repercussion Questions
CORK
Circumstance Questions
Obstacle Questions
Repercussion Questions
Key to Solution Questions
Implicit Needs
Explicit Needs
The Key To Solution question allows the customer to state their explicit need
Pg. 51

26. CORK – Key To Solution Questions
Exercise
Time = 10 minutes
Work in your team challenge groups
Use the flipcharts posted around the room
Work from the C, O, and R questions you created as a team
Create 2 Key To Solution questions
We will review together as a group

27. Aim to uncover at least 3 problems
CORK
Aim to uncover at least 3 problems

28. C: What new destinations are you targeting this year?
CORK
C: What new destinations are you targeting this year?
O: What challenges are you facing in reaching those destinations?
R: What effect is this having on your ability to establish new customers in these areas?
K: How would it benefit you to simplify that process?

29. CORK Team Exercise CORK Where do you ship to?
What happens when your department gets a call from an angry customer?
How much more could you send out if your pick up wasn’t so early?
How many people work here?
What is the effect of this on your customers?
What happened to the shipments?
What challenges do you face with import shipments?
Where are your fastest growing markets?
Where would you expand if you were confident with the delivery process?
What’s the key criteria you look for in an air express supplier?

30. CORK Team Exercise CORK Team Exercise
11.What are the difficulties in working with numerous suppliers?
12. If you could change anything about your current situation, what would you change?
13. What would you do with the added warehouse space if you had it?
14. How many countries will you be expanding to this year?
15. What happens if a package doesn’t get there on time?
16. What would be the impact on productivity if the parts were held up because of the late arrival of this package?
17. How would you re-allocate resources from your department if the shipment paperwork were reduced?
18. What are some of your dissatisfactions with your current shipping situation?
19. What challenges would you like to see resolved this year?
20. How is the decision made on which shipping supplier you partner with?

31. The Contact Phase The Closing The Persuasion The Information
Talking vs. Listening
The Contact
Phase
80% Listen
20% Talk
The Closing
10% Listen
90% Talk
The Persuasion
25% Listen
75% Talk
The Information
The Aim of
the Meeting -
- Fulfill the planned
expectations

32. The Contact Phase The Closing Phase The Information Phase
Best in Class
The Structured Sales Approach
The Contact
Phase
The Closing
Phase
The Aim of
the Meeting -
- Fulfill the planned
expectations
The Information
Phase
The Persuasion
Phase
Pg. 53

33. Features, Advantages and Benefits Presenting Proposals
The Persuasion Phase – pg. 54
Features, Advantages and Benefits
Presenting Proposals

34. “In order to sell to John Smith and for John Smith to buy, you need to see the world through John Smith’s eyes.”
- Anonymous

35. The Contact Phase The Closing Phase The Information Phase
Best in Class
The Structured Sales Approach
The Contact
Phase
The Closing
Phase
The Aim of
the Meeting -
- Fulfill the planned
expectations
The Information
Phase
The Persuasion
Phase

36. Summarize before moving on
Before we move into the Persuasion Phase we need to summarize our understanding of the customers needs.
“Mr. Smith, from what I understand from our last meeting, you want to reduce the time your products get held up in customs, you want to reduce your overall costs and you wish to look at alternative ways of getting your products to your customers quicker and with less damage.”
Get agreement.
“Is that right?”
Pg. 55

37. PROOF that your claims are justified.
Persuasion Phase
Your customer will require satisfactory answers to four major concerns:
What your proposal will do.
How will it do this.
What effect it will have on him/her.
What effect it will have on his/her organization.
And as a background to all this:
PROOF that your claims are justified.
Pg. 56

38. B A F FAB – Pg. 57 Because of You can Which means to you
Describe facts, data, products, service characteristics F
You can A
Demonstrate how the product or service may
match the needs of the average customer B
Which means to you
Demonstrate how the product or service meets
the Explicit Needs expressed by the customer

39. Offer Analysis Sheet Pg. 58
FAB
What it IS…Feature
What it DOES…Advantage
What it MEANS TO THE CUSTOMER…Benefit
Offer Analysis Sheet Pg. 58