Tài liệu Using Proven Sales Techniques for Selling WorkKeys as a Solution to Business doc

Using Proven Sales Techniques for Selling WorkKeys as a Solution to Business Stacy A... The Sales Pipeline# People you Meet... Effective Communication• Always have a goal in mind • Me

Using Proven Sales Techniques

for Selling WorkKeys as a

Solution to Business

Stacy A Sacco, MBA

505-489-2311

sasacco@aol.com

–  Creating a W.O.W Moment

•  Give It Back Better Than You Got it

•  Break

•  Role-Playing Scenarios

•  Open Forum: Sales and Marketing Dialogue

Thinking Outside the Box

Using a pen or pencil, connect the dots with only four lines Start at one dot and connect all of the dots without living your pen or pencil from the paper You may cross a dot more than once Good luck!

R.O.I

Your value is a factor of how much you help

increase bottom-line profits by either

increasing revenues or decreasing costs

Profits = Revenues – Costs

It’s Chess, Not Checkers

Think “Process”

Consider using the PDCA Cycle to improve your performance

A.I.D.A

Prospects go through 4 standard

steps on their way to a purchase

•  Awareness

•  Interest

•  Desire

•  Action

The 10-Step Sales Process

The ABCs of Sales

B e

The Sales Pipeline

# People you Meet

Qualification Triangle

Decision Maker (DM)

Do they have the authority to

make the purchase?

Steps to Making a Sale

A.I.D.A vs Sales Building Blocks

1 I.D Decision Maker

Does he/she have the authority to purchase your services?

Effective Communication

•  Always have a goal in mind

•  Meet the “person” before you meet their needs

•  Ask questions to identify their pain and problems

•  Always respond with benefits specific to them

•  Be an “Interested Introvert,” not an “Interesting Extrovert”

•  Listen actively: Repeat what they said and ask for their

feedback before moving on to the next issue

•  Control the dialog by asking questions

•  Conclude by summarizing and getting agreement on your

next steps, confirming there are no outstanding issues

•  Convey a sense of urgency

•  Thank them for their business

The key is to Listen more, Talk Less!

Look In the Mirror!

•  Are you present?

•  Are you smiling?

•  Have you identified the real

problem?

•  Have you ended on a positive

note, with solution to their

problem?

•  Have you thanked them for

their time and business?

What do Customers Expect?

•  To be treated in a fair and friendly

manner, graciously and

courteously

•  That you want to help them

•  To see you as the solution to their

problem, and not be seen as your

problem

•  To be treated as mature adults,

not as children

•  That you will be patient with them

if they are having trouble

explaining their concern

•  That you will do what you say

you’re going to do!

The Platinum Rule

S.P.I.N Sales Method

Situation Questions (Used to collect facts):

- What business are you in? What’s your company’s mission?

Problem Questions (Identify dissatisfaction):

- What challenges are you facing?

Implication Questions (Probe for consequences):

- If you don’t solve your problem, how will that negatively effect your

business?

Needs / Payoff Questions (Based on core need):

- If you choose use product/service, how will it positively affect your

business?

What is Your U.S.P?

•  A corporate mogul wines, dines, and falls in love with a charming hooker who

lives by her wits on the streets of Hollywood in the MY FAIR LADY for the ‘90s

•  A loveable ogre is ordered to rescue a princess from a fiery keep guarded by a dragon in order to clear out his swamp of menacing fairytale creatures

•  An indomitable Southern belle loves and loses and loves again a slyly dashing

war profiteer as she struggles to protect her family and beloved plantation

•  A pig raised by sheepdogs, learns to herd sheep with a little help

•  A cynical weatherman is forced to continuously re-live the worst day of his life

until he learns to become a better person

•  A callous nightclub owner in a wartime way station has his world turned upside down when his lost love returns

•  An impulsive but goodhearted young man sets out on a classic journey of good and evil, to rescue a princess and the entire galaxy with the help of friendly

robots, a mysterious old hermit with incredible powers, a roguish mercenary

and his towering furry sidekick

•  A father-son underwater adventure featuring a boy clownfish stolen from his

coral reef home His timid father must then search the ocean to find him

Mirror Their Personality

•  16 Types:

- Carl Gustav Jung, 7/26/1875 - 6/6/1961

-  Myers-Briggs Type Indicator, 1921

-  Keirsey/Bates Temperament Sorter 1978

•  9 Types:

–  Enneagram, Riso and Hudson, 1996

•  4 Types:

–  Xerox Selling System

–  DISC Four Quadrants, William M Marston, 1928

•  2 Types

–  Type A vs B, Task vs Social, Optimist vs Pessimist

•  Niche Markets:

–  Cohorts Groups (PRIZM): The Nielsen Company

–  Generational: Age Wave, Ken Dychtwald, PhD

•  7 Billion Types:

The Oreo Cookie Test

The Whole Thing:

You consume life with abandon You are fun to be with, exciting, carefree, with some hint of recklessness You are totally irresponsible No one should trust you with their children

One Bite At A Time:

You are lucky to be one of the 5.4 billion people who eat their Oreos the same way Just like them you lack imagination

Slow And Methodical:

You follow the rules You’re very meticulous, to the point of being of irritating to others Stay out of the fast lane

bad situations into good ones You have a propensity towards narcotic addiction

Twisted Apart, The Inside, And Then The Cookie:

You have a very curious nature You take pleasure in breaking things apart to find out how they work, though not always able to put them back together, so you destroy all the evidence of your activities You are a compulsive liar

Twisted Apart, The Inside, And Then Toss The Cookie:

You are good at business and take risks that pay off You take what you want and throw the rest away You are greedy, selfish, mean, and lack feelings for others You should be ashamed of yourself

Just The Cookie, Not The Inside:

You enjoy pain

I Just Like To Lick Them, Not Eat Them:

Stay away from small furry animals and seek professional medical help immediately

I Don’t Have A Favorite Way; I Don’t Like Oreo Cookies:

You probably come from a rich family, and like to wear nice things, and go to up-scale restaurants You like to be 26

Your Doodle Personality

Personality Type History

Xerox Selling System Amiable Analytical Driver Expressive

Temperament Types - Jung Epemethean Promethean Dionysian Apollonian

Kiersey & Bates Guardian Rational Artisan Idealist

Myers-Briggs Type Indicator ISFJ INTP ISTP INFJ

ESFJ ENTP ESTP ENFJ

ISTJ INTJ ISFP ENFP

ESTJ ENTJ ESFP INFP

The Color Code Blue White Red Yellow

DISC Steadiness Cautious Dominance Influence

PM Leadership Training Beaver Owl Fox Dolphin

Sales Success Series Dove Owl Eagle Peacock

Biblical Characters Abraham Moses Paul Peter

Sex in the City Charlotte York Miranda Hobbes Samantha Jones Carrie Bradshaw

Winnie the Pooh Characters Pooh Eeyore Rabbit Tigger

Charlie Brown Characters Charlie Linus Lucy Snoopy

Who Moved My Cheese? Haw Hem Sniff Scurry

Needs Differ by Type

Art of Relating Amiable Analytical Driver Expressive

Priority relationship maintain process task/ results task/ relationship/ interacting Fears confrontation embarrassment loss of control loss of prestige Under tension will submit withdraw/ avoid dictate/ assert be sarcastic attack/

Seeks attention accuracy productivity recognition Likes you to be pleasant precise to the point stimulating Wants to be liked correct in charge admired

Irritated by insensitivity/ impatience surprises inefficiency/ indecision inflexibility/ routine Measures person's

worth by compatibility with others precision/ accuracy track record results/ compliments recognition/

Communicating by Type

Factor Driver Expressive Amiable Analytical

Overt Decisive Very verbal Sympathetic Deliberate

Characteristics Bold Enjoys change Nurturing Reserved

Goal driven Group oriented Avoids conflict Detailed

Determined Energetic Dislikes change Disciplined

Competitive Creative Good listener Orderly

Leader Optimistic Diplomatic Precise

Self-reliant Mixes easily Enjoys routine Scheduled

Time Focus Present Future Past Past, present, future

Desk Awards and plaques Pictures of people, groups Personal mementos Neat, filled with reports

What - Get to the point - Focus on relationship - Be agreeable - Be thorough

to Say? - Be businesslike - Be enthusiastic - Be predictable - Provide facts

- Talk about results - Be approachable - Use the "we" word - Don't get too personal

- Argue facts, not feelings - Be a good listener - Agree often - Allow time for evaluation

- "What" questions - "Who" questions - "Why" questions - "How" questions

Basic Points to Consider

in Meeting Objections

Overcoming Resistance to Price

•  Do not make concessions too quickly

•  Increase the “value” of the product

–  Long term vs short term benefits

–  Talk about “quality”

–  Feel, Felt, Found

•  Eliminate some items

•  Find some point of agreement

•  The best approach… anticipate resistance

Buying Signals

Buyer Says Salesperson Replies

What’s your price? In what quantity?

What kind of terms do you offer? What kind of terms do you want?

When can you make delivery? When do you want delivery?

What size copier should I buy? What size do you need?

Do you carry 8, 12, 36 and 54 foot

pipe?

Are those the sizes you commonly use?

How large an order must I place to

receive your best price?

What size order do you have in mind?

Do you have Model 6400 in stock? Is that the one you like best?

Top 5 Closing Techniques

–  Emphasize how now is the best time to buy

•  Opportunity Cost Close

–  Highlight the costs associated with not buying

•  Testimonial Close

–  Provide a testimonial to convince your prospect

Dealing With Difficult Customers

•  Welcome their complaint… without them you can’t

improve

•  Don’t take their comments personally They’re talking

to your title You also don’t know their personal

situation

•  Let them vent and air their concerns

•  Give them positive feedback… “I understand”, “Tell me more”, “What else happened”, “Let me write that down”

•  Apologize for their inconvenience and solve their

problem

•  Debrief and De-stress, take deep breaths, and if need

W.O.W Your Prospects

W - Ask questions regarding Who, What,

When, Where, Why, etc

O - Find Opportunities to solve their problems with information, answers, etc

W - End the call with a summary of what you

discussed, action steps, to create a

Win / Win scenario

38

Overcoming Negative Thinking

•  "It won't work”

•  " W e ' v e n e v e r d o n e i t

before“

•  "It isn't in the budget”

•  "It's against our policy“

•  "Has anyone else tried it?“

•  ”We're not ready for that”

•  How will we know unless it's tried?

•  That's the best reason for doing it now

•  Budgets represent yesterday's planning

•  Policies are guides only, not inflexible rules

•  Afraid to fail?

•  When will you be?

•  Time is money

Concern vs Control

Focus on things you can control rather than those things

you cannot control Use your time wisely!

Concern Control

Networking Tips & Techniques

1.  Arrive early

2.  Review the attendee roster when you arrive to target specific people to meet

When appropriate, invite guests who you would like to know better

3.  Place your nametag on your right; it's easier to read when shaking hands (since

most are right-handed)

4.  Actively greet others

5.  Give a strong handshake

6.  Prepare an “elevator speech”, a 20-30 second description of yourself and your

work Make it simple and talk benefits

_

7 Listen actively ask questions and don't interrupt or talk about yourself too much

2 Ears/1 Mouth, use them proportionately

8 Remember names (be present!) Create map of everyone at your table so you’ll

have their names readily available

9 Manage your business cards Place your cards in one pocket and place the ones

you receive in your other pocket Note key points or follow-up items on the back of

their card

10 Identify ways to help others accomplish their goals and follow-up on any promises,

Types of Groups

•  Business /Community Service Groups (Kiwanis, Optimist, etc.)

–  Dual purpose… business and community service

•  Chambers of Commerce

–  Networking, marketing, lobbying, etc

•  Leads / Tips Groups (Non-Competing Businesses)

–  20-30 people, meet weekly to exchange information and leads

•  Professional Associations

–  Functional vs Industry (NMAMA vs CUANM)

–  Networking with peers for career advancement, jobs, training, etc

•  Economic Development Organizations

–  Government supported organizations

•  AED, Mainstreet, Merchants Associations, SBA, NMSBDC, etc

•  Organized by location: Federal, State, Region, County and City

•  Social Groups

–  Social Media: Facebook, Linkedin, Twitter, etc

–  Social Networks: Meetup groups, Yahoo Groups, etc

–  Connection to people with shared interests, beliefs, values, etc

You Need to be Persistent!

•  2% of sales are made on the first contact

•  3% of sales are made on the second contact

•  5% of sales are made on the third contact

•  10% of sales are made on the fourth contact

•  80% of sales are made on the first to twelfth contact

•  48% of sales people never follow up with a prospect

•  25% of sales people make a second contact, and

Key Attributes of a Great Sale

Make a list of the 3 attributes or personal characteristics of a successful salesperson based on your observations of top salespeople you’ve met…

Attributes / Personal Characteristics Rating

1 1 2 3 4 5

2 1 2 3 4 5

3 1 2 3 4 5

Rate yourself in terms of how well you exhibit these attributes on a scale of 1-5, “1” denoting

Never to “5” denoting Always Develop a list of those areas you need to improve and some steps you could take today to be the success you want to be

1 _

2.  _

3.  _

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