1. Listen to us 2. Have your research done 3. Know what you want to know 4. Practice your questions 5. Avoid “war stories” 6. Follow up with any contact as discussed 7. Try to be as quick as you can
Knowledge Skills Attitude Is your attitude in good shape?
What do you need to know? About the buyer (the actual end user as well as the buyer you meet today) The contracts out there and renewal dates Who is currently delivering them? How strong is the competition? What changes are taking place?
You need to know how: To research the buyer, the competition and the market To be able to match suitable products and services to different markets The buying process works for each buyer
You need to be: Positive Determined Self Motivated Able to get along with people Open minded & Flexible Confident Fearless
1. Who am I going to meet? Get the buyer name and organisation right! 2. What message do I want to deliver? 3. What products/services am I selling today? 4. Are they relevant to the buyer? 5. What Questions do I need answered 6. What support material will I need? 7. Prices? 8. Remember - 20 minute meeting!
To inform them about my company. To introduce and gain feedback on products & services. To find out what/who is involved in the buying process. To find out what next stage is. To close the sale?
By the end of the meeting, the buyer needs to know: Who You Are What You Do Why They Should Use You (benefits) What follow up to expect, if any
Personal Presentation – Well Groomed Manner – Relaxed, Confident Be organised – Visuals Aids/Samples/Prices Be clear and succinct Set the agenda Control the meeting with questions
Use active listening – listen twice as much as you speak!
Why? Knowing more about your customer than your competitor, will mean that everything you do will be better directed to meet the customer’s needs and result in a successful sale.
How? Do research on each buyer before the event. Visit their website to get a good idea of their customer needs. Read the Buyer Profile. Prepare questions in advance of meetings.
During the meeting, probe with open ended questions i.e. ones that don’t require a yes/no answer. Who? What? Why? When? Where? How?
Aim to make what you say Understandable Attractive Credible
Think about explanations and descriptions - try them out. Make explanations thorough and precise, providing only appropriate level of detail Match the level of technicality to individual buyers’ knowledge and experience Avoid excessive use of jargon
“People don’t buy products or services, but what they do for them” Explain the features - Sell the benefit Benefits must be matched to the individual needs of the customer Benefits must be clearly described and illustrated to add power to the case Sell the price (don’t defend the price)
By Indicating: Who you supply, customer reference lists can inspire confidence. How long you have been in business. Where you trained/worked before. Awards you have won/special commissions. Why you think your product/service is suitable to the buyer
Use good, clean, presentable samples (no defects, scratches or fingerprints) Let the customer look at them uninterrupted. How you hold and present your product will speak volumes to the customer about how you feel about it. Only move on in the discussion when their attention returns to you. Remove the sales aid so that it does not distract.
When buyer is answering your questions: Demonstrate you are interested in what buyers say. Maintain eye contact, take notes. “Mirroring!!!” Think about what your customer is saying and what products/services you offer that are relevant to them.
Objections occur in every sales meeting Don’t be surprised, be prepared!
Buyers use objections to: Consider both the positive and negative aspects of the offer Take a considered view Get you to talk about specifics (that are not necessarily part of the planned presentation) Clarify points not fully understood or adequately covered Assess you and what is being offered
Regard them as a sign of interest, an opportunity List previous objections and anticipate new ones Prepare clear, succinct and persuasive answers Don’t let objections deteriorate into arguments
Establish the real objection and clearly acknowledge it Deal with the objection immediately Answer the objection completely Check that the customer is satisfied with the answer Move on
Dealing with the Price Objection Know your product and why it is more or less expensive Know your competitor’s product and price and why it differs Focus on quality, performance and “enhanced” benefits of your product Sell “Value for Money”
Direct request - Shall we go ahead?’ ‘How much would you like?’ ‘When shall we start?’ Command -‘Lets get this organised;’ ‘let me have written confirmation and I will put matters in hand’ Immediate gain -‘If you give me the go ahead now, then I can have it up and running by the end of the month’ Fear close - ‘If you are not able to give me the go-ahead today, that deadline is really going to cause problems’
Alternatives -‘Would you like 10 or 20?’ ‘Do you want to schedule this for this month? Summary - ‘So, you are happy with twenty of these and twenty of those in different colours. When would you like them delivered? Assumption - ‘Right, we seem to be agreed. Let me get the documentation sorted and we can go on from there’
Always close and always do it confidently and positively
Do up a "lead card" which contains: the person's name, title, address, phone number, address (all these can come from a business card) needs/interests budget and timing Use this info for your follow-up
Remember It takes up to 14 separate contacts to secure an order.
Devote MORE time and effort following up your leads as you did for the MTB event. Generally the first contact should be in writing/ within the first week. Your letter/ should be an acknowledgement of your meeting and the subjects discussed
Your prompt handling of requests for additional information will show potential clients you value their time and provide quality customer service.
Thank you for Listening Good Luck! Seamus McAdams i2 Total Marketing #