Successfully Selling USPS® “Boating is fun . . . . We’ll show you how!”

The Next Step O.K. The course is completed Everybody had a great time The instructor was fantastic, knew his/her stuff, the students are ready for more SELL ‘EM!

We’re The Best If you’ve got it, flaunt it This is who we are This is how we do it

7 Steps It won’t happen by accident It won’t happen by blind luck It will happen as the result of a diligent effort It will happen with a commitment It will happen with passion

The 7 Steps Introduce Yourself (again), then Shut-Up and Listen It’s not about us, it’s about them It’s a courtship to find out what they value The only way to find out is to LISTEN!

The 7 Steps The offer is important to the individual Don’t assume they care about how we do something Don’t assume they care how long we’ve done it Don’t assume we’re unique They have a life with priorities, deadlines & responsibilities of their own Show them what aspects of our offer is important to their perspective You’ll only know this if you’ve listened!

The 7 Steps Get Confirmation, Then Explain the Details Get buy in from them that you’re on the right track Ask them for feedback to confirm the focus is on the appropriate facts or features If they bring up other points (change the focus), confirm these facts as well Listen with intensity and restate their focus and topics in short sentences Restate each point that’s important to them Then explain the details of our offer that support all of their interests

The 7 Steps Credibility, Show Them Why You can be Trusted If the offer is on target with what they want, then demonstrate the reasons that they should trust you What we offer fulfills their NEEDS! Don’t take anything for granted

The 7 Steps What to Do and What It will Cost In addition to providing the price, also provide details of what needs to be done to complete the transaction and what will happen after the sale Keep them satisfied and confident by providing step-by-step explanations and expectations

The 7 Steps Schedule Next Steps IF you need a follow-up, make sure you confirm when Accommodate their schedule

The 7 Steps ASK FOR THE SALE Don’t assume they’ll ask Ask for the sale to determine if it’s time to stop selling and start processing Don’t be so passionate that you keep promoting long after they’ve made a decision to say YES Stop pouring when the glass is full

SOME WORDS OF WISDOM The essence of selling is understanding your customer’s needs and convincing him/her you’re the best one to meet them It’s useless to be a creative original unless you can also sell what you create We don’t set the agenda for what the customer wants. The customer decides what’s important. Our job is to listen and respond!

What’s Central in the Decision Making Process? “What Will It Do For Me?”

Handling Objections Think you’ll close the deal without objections? Think again!

Objection-Handling Process There ‘s a 5 step process to handling objections Listen Question Think Handle Check

1. Listen STOP! Don’t try to jump in at the beginning—this may cause further objection When you interrupt them, you are objecting to their objection If you refuse to listen, their next steps may well be towards the door Use active listening methods, nodding and physically showing interest They are trying to tell you something that will help you sell to them, which is a gift from them to you

2. Question Ask some questions This shows you are interested in them It also gives you more information to make the sale This is not an interrogation—giving them the 3rd degree will turn them off Keep your questions light and relevant

3. Think Before you dive into objection handling—think! What method will work best with them? Direct (rebuttal) Soft-soap (finesse the situation) Add a little pause into the proceeding—demonstrating how you are taking their objection seriously

4. Handle This may be a few seconds after they object or it may require more time Use the objection-handling method that works best for you (coming up)

5. Check Finally, check to find out whether your objection-handling worked Ask if you have answered their question Ask if there are any more concerns Handle those concerns as they come up

Types of Objections There are many types of objections Here are a few of the main ones If you can classify how they object then you are on the first step to handling the objection

There are 5 Main Types of Objections Need Price Features Time Source

Need They say they don’t need us for some reason, or perhaps they have a need we can’t satisfy Examples I just wanted to take the course Sorry, I just don’t want to join

Price The objections here are about the price of the offering Examples How much? I haven’t budgeted for it I can join another club for less money I didn’t realize I had to join…….

Features They object to some element of what we’re selling, whether it’s aspects of our organization or the details of the product Examples I don’t like to join clubs It’s too complicated to work another meeting into my schedule What sort of guarantee do I get

Time In this, the objection is around time, such as the person not being ready to buy Examples I don’t know, I need to think about it I won’t have the money until next month I’m moving, maybe then I need to talk it over with my family first I’m already maxed out with meetings

Source They question why USPS exists. This may include questions about you, too Examples I don’t know anything about you (or USPS) How do I know I’ll like you when I join

Objections Happen They can be transformed into an opportunity You can increase understanding of the other person’s circumstances You can get closer to them You can build a more trusting relationship

L A C E It Listen Accept Commit Explicit Action

Listen Before you act—understand Probe—ask “what else” and “how come” Understand the objection Understand the emotion behind it—read between the lines Probe—ask “what else” and “how come” Is it a cover for the real objection. Ask--“is there anything else”

Accept Acknowledge the objection—and the person too Accept the (1) person Accept they have the right to object By accepting the person, you build their trust and their sense of identity with you Accept the (2) objection It means you understand it from their point of view If you object to the objection, you will have a mutual stalemate

Commit Now’s the time to get serious You’ve created understanding and trust, now’s the ideal opportunity for a trial close If you’ve satisfactorily addressed their objections, they will agree with you and make the purchase If they say no, then loop back and elicit further objections Eventually, they’ll run out of objections “IT’S IN THE BAG”

Explicit Action Now’s the time to address the objections, to take explicit action on the commitments made Persuade—working to change the way they view the objections. It’s no longer worth pursuing They have an ‘AHA’ experience

LET’S OVERCOME OBJECTIONS AND CLOSE THE SALE! Did you know a prospect will say NO on average 5 times before they actually buy? Maybe not to you, but in their mind. Be positive An objection is nothing more than a request for additional information The prospect is looking for 2 things Do I need it? Is it a fair price?

Steps for Addressing an Objection Hear them out—give them your full attention and avoid the temptation to think about your response while they’re speaking Feed it back for clarification—feed their objection back in the form of a question, it gives them the opportunity to expand upon their concerns Answer the objection—keep you eye on the big picture but be ready to provide details as necessary; verify the objection has been resolved ASK FOR THE ORDER—you might have to ask several times before you get it; remain patient and be persistent without becoming argumentative

Some Objections “Tip the Bucket” What you do is ask for more objections Ask for all you can get, thus “tipping the bucket” of objections that they have been thinking about Advantage—you now know all the reasons they have for not saying “YES” Examples: Are there any reasons why you’re not yet ready? What else is stopping you from joining? It sounds like you may have some other questions. What else is on your mind?

Some Objections The “Boomerang Method” Turn them around by using what they say to prove they’re wrong Use their own arguments like a boomerang, so they go around in a circle and come back to persuade them Examples: Yes, it costs (your dues). Do you want to spend less and not get what you’d hoped for? Yes, we do meet once a month. We all have other lives and we all have other commitments. If you have scheduling conflicts from time to time, don’t worry about it! Would that be o.k.? After you’ve attended a meeting and you’re dissatisfied, would you accept a refund?

A last thought on “Boomerang” By using what they say, you are saying that they are right And when you attach what you want to what they say, then by association, what you want is right

Pre-empting Objections Tell them about a possible objection before they object Then handle the objection so it can’t be brought up again Make the objection rather weak and the handling strong Examples I had one person who didn’t like the idea of a monthly commitment, but once they realized the benefits of joining, they were satisfied and became a member The cost of the course will be more than offset by the insurance premium savings

Last thought on Pre-empting If you answer the objection before they bring it up, then they are unable to voice the objection without appearing not to have heard you

Price Objections Your Price Is Too High! This is the most used objection to a sale It’s used because We’ve all used it We all know most salespeople can’t overcome this objection It’s probably not the main objection but we must deal with it

Price Objection Put price on the shelf It’s the last thing to bring up if you can’t close the deal You don’t know yet if price is the real objection

Price Objection Check for other objections Revisit the other benefits first

Price Objection Let’s visit the other benefits of joining the United States Power Squadrons Here’s some of the benefits we talked about: How easy it is to join The courses you can take The insurance premium savings The knowledge we’re gaining The added enjoyment we’re going to get

HERE’S SOMETHING VERY IMPORTANT We don’t sell features, we sell benefits! Remember: “which means” Which Means puts a warm touch on the feature

It’s Easy To Join We’ve talked about one low, annual payment every year on your anniversary date and all of our activities including our courses offered through our squadrons and USPS University. These courses give you everything you need to be a safe boater. “Which Means” You’re going to have more fun and Save up to 25% on your insurance premiums How does that sound to you? (do you know what I’ve just done?)

It’s easy to join We talked about the ways to take America’s Boating Course: as an interactive on-line course, as a CD based course or as a classroom course Either way you learn a lot—most of our members took their first boating course in a classroom setting and they found they meet new friends, get to have active discussions and learn from each other No matter how you take it, you get this course-book to use as a handy reference guide whenever you need it Which way is most attractive to you? (do you know what I’ve just done?)

The Course Content The course is jam, packed full of great stuff! The first 4 chapters contain everything you need to know for your state licensing requirements and getting the most enjoyment out of your boat Safety and going boating Navigation rules and aids and state and local regulations Finding your way and communications Water sports safety, trailering your boat, PWC operations, knots and lines And the 5th chapter is a bonus chapter offered at no charge about Introduction to GPS and Charts

The Course Content Are you going to go boating by yourself or do you plan to have family along? (I’m going for something here) Your spouse will want to know how to handle the boat as well as you do, not to mention what to do in case of an emergency Your children (if applicable) are one of these days going to ask you about PWC’s They can all take the course with you!!!!!!!!!!!! How does that sound? (I’ve done it again!)

Insurance Premium Savings As soon as you get your certificate of completion your boat owners insurance premium is going to reduce by at least 10% That will more than pay for the cost of the course As you take our advanced courses you’ll find your premiums will reduce even more As high as 25% (notice what I planted?) What do you think about that for a 1 time investment? (Is this a set-up or what?)

The Knowledge We’ve Gained Can you imagine all the people you pass on the road every day not having a drivers license to operate their car? To me that’s pretty scary! Yet every time we go out on the water we see people who have absolutely no idea putting our lives and boats at risk What do you think about that? (again, I’m asking an open-ended question and setting them up)

The Added Enjoyment We’re Going To Get We’ve talked about knowledge, about saving money, about safety, about meeting new people and a bunch of other stuff But why go through all of this? Why are you buying a boat? (I’m setting them up again) You’re right—to have fun with our leisure time Hangin’ out with people who like what you like is the whole idea, isn’t it NOTICE—I NEVER MENTIONED PRICE AT ALL!

The Close It’s easy You’ve already done the hard work Ask for it Such as (just kidding) “Do you like it?” “Do you want to buy it?”

Examples of a Close Our next meeting is in 2 weeks. Will you be coming by yourself or should we hold seats for your family as well? Would you like to pay by check, cash or credit card? Would you like to take the course book with you so you can look it over before the next class starts? Great, that’ll be $---.--

More Closing Examples Does your insurance agent know about the discount you’ll be eligible for? USPS members receive up to a 23% premium discount with our insurance carrier partner. You’ll be eligible for a discount as soon as you complete the first course. When can you start? Do you know anybody that you boat with that would like to come with you? Would you like me to get in touch with them or do you want to bring them with you?

HAVE U SEEN THESE MOVIES? Sell America’s Boating Course 3rd Edition®? http://www.usps.org/national/natsec/marketing/SellABC.htm a 26 slide sales presentation that will convince boating course students to take the course. A narrated presentation that will take you through all the benefits of the course, overcoming objections and making the sale.

HAVE U SEEN THESE MOVIES? Sell USPS? http://www.usps.org/national/natsec/marketing/SellUSPS.htm a carefully planned 56 slide presentation that will help you recruit new members to your squadron. The narrated presentations covers the skills from Successfully Selling ABC3 and will give you the tools to “ask for the commitment” to join.

BE READY TO SELL And have fun Enjoy yourselves “Boating is fun . . . . we’ll show you how!”