1. It’s Not Up-Selling It’s Selling Right
Presented By:
David Parker

2. First, You Must Be Strategic
Critical questions you must answer:
What market forces will most influence the success of your business?
How do you capitalize on these drivers?
How do you build strategies today that will prepare your business for emerging opportunities?
What external factors will most threaten your success moving forward?
How do you adjust and react most effectively to these issues?
How can you proactively address these concerns?
In what ways are you vulnerable to competition?
How will you overcome these issues?
How can you focus your efforts to minimize current and potential weaknesses?
How can you add value to your customers while remaining profitable?
How do you best leverage your core strategic assets?
Which core strategic assets are sustainable, and will differentiate you moving forward?
How can you develop an additional competitive advantage?

3. What’s “Worth Something?”
Buying Styles
Segment
Characteristic
What’s “Worth Something?”
Price
Highly pragmatic and self-reliant
Wants lowest price possible
Not interested in service
Relies on own information sources
Little or no dealer loyalty
“No frills” options deals
Brief factual information
Dependable information
Only what they need
Reduced cost
Business
Brief and to the point
Likes experience
Desires facts and experience
Demands appointments
Compares price and value
Your time and attention
Customized analysis
Being included in activities
New services with examples of success
Expertise and low-risk expansion opportunities
Relationship
Likes regular contact
Accepts and trusts their rep
Likes full-service deals
May not compare price
Highly dealer loyal
Your time an attention
Consistency in personnel
Strong references
Implementation assistance

4. Steps To Up-Selling Being Consultative
Understand your customer’s environment
Identify and clarify the customer’s felt needs
Suggest and evaluate potential solutions
Help the customer choose the best solution
Support implementation

5. Understand Your Customer’s Environment
Explore trends
Understand issues, challenges, and opportunities
The result:
Customers see you as a valued resource and a preferred solution provider

6. Identify And Clarify The Customer’s Felt Needs
Determine what your customer needs and values through effective listening and probing skills
Use your business understanding to help the customer clarify and sharpen the focus of their need
The result:
A precisely defined need allows you to craft a better, more successful solution

7. The Right Order: The Question Funnel
Open questions. When you want information.
Probing questions. When you want added detail.
Direct questions. An instruction, using the name.
Hypothetical questions. Create a scenario
you can deliver on. Get commitment to it.
Reflective questions.
To get the person on track.
Closed questions.
For agreement
or commitment.

8. Productive Listening Listen for facts Listen for feelings
Watch for non-verbal cues

9. Suggest And Evaluate Potential Solutions
Confirm the specific problem to be solved
Confirm the desired outcome
Ask the customer what solutions they are considering
Add your input about possible solutions
The result:
Your eventual solution is more likely to hit the mark of satisfying the customer’s need

10. Help The Customer Choose The Best Solution
Customers know they have to make tradeoffs between:
What they want
What they need
What they can invest
What return they can expect
The result:
The customer owns the solution decision, not you

11. 5. Support Implementation
After receiving agreement to proceed, clearly establish next steps and accountabilities
Confirm and communicate implementation plan to all involved parties
Ensure that customer objectives are fully addressed

12. What is Value?
Product
+/- Service
+/- Attitude/Image
- Price
= Value

13. What is Value?
Why would you use a travel agent rather than calling yourself?
Why do some airline seats cost more than others?
What factors do you consider in determining which type of hotel to stay in?
What causes you to be loyal to a service provider?

14. The Value Pyramid

15. Seven Key Points About Value
Value is perception-dependent
Value is more than price
Salespeople are responsible for uncovering value factors
Every customer values something
Value is always changing
Value is a relative phenomenon
The price you charge must be influenced by customer value at least as much as by cost

16. How is Value Provided?
What about you?

17. How Do You Show Up Different?
Six differentiation strategies
Product
Service
Personnel
Channel
Price
Image

18. Never Ever Give Up!!