1. Dayton Chapter of SCORE SCORE is a Resource Partner with the U.S. Small Business Administration. 1 www.daytonscore.org : 937-225-2887

2. Professional Business Counseling Live Your Dream. SCORE Can Help. Confidential business counseling / mentoring is done free of charge. Web Site: www.daytonscore.org Call for an appointment : 937-225-2887 Federal Building…. Suite 104, 200 W. Second St. Dayton, Ohio 45402 2

3. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER SCORE – Dayton Chapter 107 3

4. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Objective of the Workshop: A) Being able to understand the thought processes of your Buyer / Customer when you go through the presentation of your product or service. B) Recognize the types of Buyers / Customers that could influence the buying decision. C) Introduction to “Five Sales Steps” 4

5. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER D) Identify influencers in the buying decision: Owner Buyer Support Staff End User E) Buyer Motives: Need Desire Regulations Trends Perception Etc. 5

6. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Know your product Know your competition Know what sets your product apart Make a list of your product’s features and express them as customer benefits Sell yourself first on your solutions Make sure all employees are on board with a “we” attitude B EFORE Y OU D O A NYTHING … 6

7. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Package yourself No negatives Research client Be on time Be observant P REPARE FOR THE S ALES C ALL 7

8. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER The Five Sales Steps: 1. Contact 2. Qualify 3. Investigate 4. Presentation 5. Close 8

9. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 1 – Making Contact with the Buyer / Customer Preparation and Planning Suspect vs. Prospect Ideal customer profile 9

10. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 1 (cont.) – Making Contact with the Buyer / Customer Ways to make Contact Personal “face-to-face” call Phone call Letter E-mail Networking Social media Walk in 10

11. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 2 – Qualify the Buyer / Customer Identify the decision maker(s) --- End User Coaches Technical Person Economic Buyer 11

12. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 2 (cont.) – Qualify the Buyer / Customer Buyers / Customers motives Is there a need? Are they ready to listen to you? The hidden agenda. 12

13. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 2 (cont.) – Qualify the Buyer / Customer Budget ???? Can they afford it? Is your timing in sync? How can the budget be changed? 13

14. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 2 (cont.) – Qualify the Buyer / Customer Will they buy from you? Be a helper in the decision process. 14

15. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER /C USTOMER Step 3 – Investigate the reality Needs analysis Confirm a need Gather data 15

16. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 3 (cont.) – Investigate the reality Understand how you are going to relate the Customer needs to your products or services. 16

17. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 3 (cont.) – Investigate the reality Questioning Techniques Ask Questions … … Then Listen Paraphrase 17

18. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 – Making the Presentation (The Selling Process) Talk about the … Features Advantages Benefits Prove your solution by doing something 18

19. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Speak the customer’s language Use words that everyone understands Talk in simple sentences Use Technical words only when necessary 19

20. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Building desire Hope for a GAIN Fear of a LOSS Hope for PLEASURE Fear of PAIN Desire for APPROVAL PRIDE 20

21. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Recommendations should include Return on investment Faster to the market place Ahead of the curve 21

22. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Trial closes as you go along Looking for agreements “If we can do this … then I can do that” 22

23. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 4 (cont.) – Making the Presentation (The Selling Process) Overcoming objections Feel Felt Found 23

24. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 5 – Close the sale Buyer / customer must now decide Do I have a need? Should I buy this product? Is this the company to buy from? Is the price right? Should I buy now? 24

25. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 5 (cont.) – Close the sale A Hand Shake Sign Contracts Collect money 25

26. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Step 5 (cont.) – Close the sale Set the stage to develop future sales 26

27. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Sold: Thank You Restate terms, etc. You’ll stay in the loop Didn’t sell: Thank You Restate needs and features / benefits Leave a way back in F OLLOW - UP

28. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Follow-up consistently Keep a tickler file Keep your promised dates Send correspondence about solutions to any other problems Follow-up, follow-up, follow-up K EEP R ECORDS

29. B ASICS OF S ELLING – U NDERSTANDING Y OUR B UYER / C USTOMER Not listening to the buyer Not asking for the order Forgetting to sell existing customers T HE T HREE M OST C OMMON S ALES M ISTAKES

30. Successful and experienced Executives acting as volunteers. National Website: www.score.orgwww.score.org Provides useful information and resources for small business. Email mentoring For information on upcoming Seminars and Workshops –visit our website Dayton Website: www.daytonscore.orgwww.daytonscore.org Focused Services Free Mentoring One-on-one Office: 937/225-2887 About SCORE 30