Presentation on theme: "Making It Happen! Bill Morland Orange County SCORE"— Presentation transcript:
1 Making It Happen! Bill Morland Orange County SCORE Selling TechniquesMaking It Happen!Bill MorlandOrange County SCOREThree kinds of people: make happen, watch happen, what happened??Sales is making it happen!Everyone is a salesperson—dating, getting a job, getting your son to clean his room, etc. Wouldn’t be here with out being able to sell. Everyone can sell—difference is motivation. Sometimes you don’t want to.Talk about Selling—3 biggest mistakes; do nothing else but these and you can sell.Ask questions---Burning questions???Survey-how many are retail ie selling shoes at Nordstrom? How many retail –business to business ie copy machines? How many wholesale ie beauty supply distributor? How many OEM ie sell lumber to home builders.
2 Individual Purchase Process LoveBuyingIntentionShoppingConsiderationAwareness2
3 What Is Selling?The face to face meeting with your prospect at the Intention or Buying levelGetting there—right place, right time, right personWhat are we talking about?Selling is the face-face meeting. But in order to sell you have to get face to face. We’re going to discuss how to get there. Usually sale people spend 5-10 % of their time face-face—remainder of the time is getting there.Selling is a numbers game. The more you are in front of buyers the more sales you will close. Therefore a lot of selling is being in the right place at the right time talking to the right person.
4 What Do Customers Care About? THEMSELVES!!Wants, Needs, Desires4
8 Before You Do Anything Else… Sell yourselfKnow your productKnow the value equationKnow your competitionKnow why your customer should buy from you instead of your competitionSell yourself—if you’re not sold no one else will be. BIG MISTAKE—talking in the third person. “They” have a good product. “They” will deliver this on Tuesday. Implies you don’t agree—You’re not sold! Only reason to use they is if you’re an independent sales agent—ie real estate,Know Product—Use it, ask questions, know what it can and can’t do for the client. Know how its made, know why its made, know the price, know why that’s the price. Know everything you can about your product or service. What are your strengths? What are your weaknesses?Know Comp.—Who are they, where are they, where are they in relation to you, what do they say about their product—about your product. How big are they. What is their strength? What is their weakness? How do you find out? Shop them—Have a friend shop them. Visit their website. Ask your customers. Ask them. Ask the trade publications.Sets your product apart—Your reason-to-be.Express features as benefits—Have them do this. Discuss importance of it.We attitude—discuss importance of it. Tell about office space in Chicago.
9 Getting In Position to Sell Target your customerKnow who is the decision makerExecute your plan consistentlyIf you can’t/won’t do it, hire it doneTarget—You must know who your potential customer is. Marketing can tell you—often its common sense. Skateboards don’t sell well to Sr. citizens.Criteria can be the customer you can use your product advantage. If you’re selling riding lawn movers, your customer is probably not in urban Orange County. But maybe it’s the county.Decision Maker—Talk to the right person. Nothings worse than “I’ll ask my boss and get back to you.” It is necessary sometimes to soothe egos etc. but don’t let it control your relationship with the customer. How to find him—ask! Ask the receptionist; look at the org. chart. Look at the web site. Ask other salespeople. Ask the client when you enter the office if they will be making the final decision. If not, see if you can get the other person involved.Funnel of Leads—Sales lead time. Some sales take longer than others. Selling aircraft to United is a long process, Selling candy to a kid is a short one. Chances are you’re in between. Think of leads as a funnel—know how many marketing units go into the top of the funnel to produce the required leads out of the bottom. Direct mail, telephone calls, cold calls etc.Consistency—Do what you do every day. Don’t miss a day. Plan your time. Make your phone calls, make your cold calls, whatever; but do it every day. Consistency is the most important key to long term sales success.Hire It--if you can’t/won’t hire it done. If it needs to be done for your business to be successful you must budget for it. Be realistic with yourself. If you don’t do phone, find someone who does and pay them. Don’t fool yourself.
10 Prepare for the Sales Call Package yourselfNo negativesResearch clientBe on timeBe observantPackage—how you dress, how you look. Call in New York on banks, wear a business suit—call on feed stores in Kansas, wear blue jeans.No negatives—people make up their minds in 30 seconds—be sure that you’re not putting out negatives.Research—Know all there is to know a bout the potential client.On time—enough said!Observant—learn as you approach the business. Cars in the parking lot, consition of facility, location, condition of lobby, etc
11 The Sales Presentation ApproachPresentObjectionsNegotiationsCloseApproach—confident—introduce—observe—state purpose of call—ask open ended question to involve buyer (Not “How are you”); more like “your company had a 10 % sales increase last quarter. How did you do that in this down economy? Ask if you have time parameters (even if he says yes, he won’t necessarily hold you to them) Use example Lucky buyer. Try to be sure decision makers are present.Present—tailor presentation to client. Ask questions, fined his problems and then show how your product will solve them.
12 The Approach Eliminate possible distractions Lead with a question to involve client-and don’t say “how are you?”State the purpose of call in terms of your customers needGet agreement on the needApproach—confident—introduce—observe—state purpose of call—ask open ended question to involve buyer (Not “How are you”); more like “your company had a 10 % sales increase last quarter. How did you do that in this down economy? Ask if you have time parameters (even if he says yes, he won’t necessarily hold you to them) Use example Lucky buyer. Try to be sure decision makers are present.
13 The Body of the Presentation Use all senses possibleBe aware of clues—body language, questions, etcSell benefits not featuresMake it logical and end by filling the needSelling is finding out the problem and solving it. How important is the problem. Example; restaurants cleaning grease from drains.
14 Objections-Your Best Friend Objections are the client telling you how to sell themRestate the objectionAnswer in terms of your product’s benefitsMove on
15 Negotiation End body of presentation with trial close If you get a “yes”--stop selling and start writingIf you get a “no” ask “why not”Answer objection, negotiate, and trial close againTrial close—May I send you 6 cases? Do you want to take one home?Stop selling—hardest thing to do but don’t sell past he point of making the sale. Examples—Fed-Mart, Photo StoresDon’t be afraid to ask why not.
16 Close Either/or— ”would you like delivery on Friday or next Monday”? “Is that the only thing that is stopping you from buying”?Always, always ask for the orderEither/or—Assumes the sale is made.Is that the only thing—roots out objections and means a commitment from the buyerAsk, Ask, Ask—close at least three times. Use example of kid in training school.
17 Important Tips Listen—listen more than you talk Never, never talk over the client-listen to what he saysControl the flowAlways ask for the order - if you do nothing else ask for the orderAsk for referrals
18 Follow-up Sold: Thank Restate terms etc You’ll stay in the loop Didn’t sell:ThankRestate need and feature/benefitLeave a way back in
19 Keep Records Follow-up consistently Keep a tickler file Keep your promised datesSend correspondence about solutions to their problemsFollow-up, follow-up, follow-up
20 Keeping Your Customers Never take them for grantedStay in touchStress benefits of your productAsk them if they are happy—if not, FIX IT NOW
21 Customer Service Answer the phone No voice menus--no lengthy holdsResolve problems nowHonor your time framesComplaints are your friend—you get to show how good you really are
22 Handling Complaints Don’t argue Apologize even if you’re not wrong Restate problemGive time frame to resolutionIf you can’t meet time, call and extendLet them know you care and that you are involved
23 The Three Most Common Sales Mistakes Not listening to the buyerNot asking for the orderForgetting to sell existing customers
24 Questions and AnswersWant to get specific about solutions to your selling challenges?Call SCORE at for a no-charge counseling sessionVisit our local web siteVisit our national web site