Introduction to Basic Sales Techniques Leadership Training Program

Are you a sales person? How do you feel about this term? The purchase of child care services is a feelings based decision. Why? People buy from people they like…or people do business with people they like. How do you know this to be true? In what ways does Cadence Education encourage this?

A Few Terms Selling -Getting the prospect to act on your recommendation and helping the prospect to make a good buying decision Prospects -Person who is not yet enrolled in your school, but is eligible to do so Customer -Parent of a child already enrolled in your school Needs Assessment -Determining the prospect’s problem to be solved or desires to be satisfied Closing -ASKING the prospect whether she’d like to purchase your services Objections -Reasons voiced by the prospect as to why she can’t act on your recommendation

Myths to Selling Child Care Your school will sell itself. Good selling sells anything. There is only one way to sell child care.

7 Techniques for Securing Visits and Enrollments 1. Impressive Introduction 2. Needs Assessment 3. Presenting Benefits 4. Closing 5. Handling Objections 6. Memorable Conclusion 7. Follow Up

1. Impressive Introduction Take a breath Smile Pleasant dialogue Greeting, center name, your name, position Tone of voice Speed

2. Needs Assessment 4 Techniques : Questioning- open vs. closed Listening Empathizing- “Think in the prospect’s perspective” Active Listening Response Prospect profiling- Welcome to the Family form Non-verbal buying signals *Negotiating Needs Assessment Activity

3. Presenting Benefits Feature statements- Benefit presentation “Selling vs. Telling”- what does this mean? Benefit test- So what? To frame your thoughts- use “so that…” or “What this means to you…..” We do….., We have……, We are…..

What’s My Benefit Line? Feature: We utilize an educational curriculum Feature: We offer family events Feature: We serve lunch and snacks Feature: We offer parent/teacher conferences Feature: Our classrooms are set up in learning centers Feature: We have a training program for our teachers

Turning features into benefits Break out Turning features into benefits

4. Closing Converts inquiry calls to visits and visits to enrollments You must ASK or you are not closing Direct Close Assumptive Close Alternate Choice Close After asking a closing question….be quiet!

Handling Objections with Ease Activity Triple A Formula A= Acknowledge- with empathy A= Address- with benefits A= Attempt- to secure a commitment Objection: I don’t want to make a commitment until I talk to my husband. Handling Objections with Ease Activity

6. Memorable Conclusion Restatement of specifics- reconfirm visit appointment or enrollment date Restate your name and name of your school Indicate genuine desire to have prospect become part of the school family Reminders Thank her for visiting, etc.

7. Follow Up Internal- profiling system External- actual follow up action What is one of the ways you facilitate following up with a family? Other effective follow up strategies Personal thank you note Invitation to a school event

Questions….Comments