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Value Based Selling for the
Small Business Owner
Who is Ariana Ulloa-Olavarrieta?• Born in Mexico City, immigrated to the United
States at 5 years old. Her passion has always
been to help the Latino community empower itself.
• Active in the community as a board member for
the MidOhio Foodbank, ACEnet (Appalachian
Center for Economic Networks), CEDCO and
member of the scholarship committee for the Fund
for Appalachian Ohio.
• Small business owner; launching an organic baby
food company in 2010.
• A graduate of Ohio University, with a Masters in
Financial Economics and a BA in Economics with
specializations in Latin American Studies, Spanish
and German
Who is the Ohio SBDC at
Columbus State?
An experienced & award winning team providing no-cost, one-on-
one business management advice with four centers to serve you
at one location:
Core SBDC
Manufacturing & Technology SBDC
International Trade Assistance Center
Latino SBDC
PowerPoint Presentation
Visit Mike’s small business blog at Ideas2Deals.com
No Stupid Questions
You need to participate and do the
work between sessions.
Ground Rules
It’s All About The
Story…
What’s Your Story?
Introduce Yourself / Pitch Me
What do you do?
Why are you here?
Pitch Us
Getting Your
Ideas To Spread
Be Remarkable
Key To Success…
Seth Godin, Getting Your Ideas To Spread
http://www.youtube.com/watch?v=xBIVlM435Zg
Being Good Is Easy To Ignore
Being Safe Is Bad
Want To Hear From You
Want To Ignore You
Work The Edges
Earn Attention Of People That
Want To Talk To You
Build Trust With Them
They Will Share With Their Friends
Key To Success…
Everybody Sells
Either you are selling them on buying
from you or your are selling them on
buying from your competitor
Why Sales?
Nothing happens in a
business until someone sells
something.
It’s All About Customers
Key to Sales
• Create Value For The Customer
• Find the customers’ pain and solve it!
Steve Kloyda
The Prospecting Expert
HTTP://WWW.THEPROSPECTINGEXPERT.COM
Reduce
Eliminate
Avoid
Remove
Diminish
Increase
Expand
Maximize
Strengthen
Build-Up
PleasurePain
Message Builder
Keys to Sales
• What are your customers really buying?
Why?
• Come up with 5 things that are great about
dealing with you and your company
• Come up with 5 typical objections you get
and how you should respond
Prospects
• Warm/Natural market
• Referrals from client base
• COIs
• Associations
• Networking Group/Social Media
• Cold calling
Keys to Sales
• Develop a unique message creator
• Follow-up question that will engage
them to continue to conversation
Keys to Sales
Identify 10 Fans, Ask Each For One Referral
Identify 100 Fans you can contact
Identify 1 Center of Influence and take
them to lunch
For information on SBDC activities:
(614) 287-5294 sbdc@cscc.edu
www.SBDCColumbus.com
Value Based Selling for the
Small Business Owner
I could get more sales
If Only……..
The Sales Process
Suspects
Prospects
Qualified
&
Interested
Presentation
Close
$ Sale $
Effective Sales Process
Key to Sales
Nobody cares about what you do
They care about what you can do for them
Keys to Sales
Create Value For The Customer
Find the customer’s pain and solve it!
Value of building rapport
80% of all sales are based on the customer
liking and trusting
the sales person
Key to Sales
Sales Presentations
Build Rapport = Trust
Probe / Question
Prescribe a Solution
Getting Your
Ideas To Spread
It’s All About Customers
Everybody Sells
Either you are selling them on buying
from you or your are selling them on
buying from your competitor
Why Sales?
Nothing happens in a
business until someone sells
something.
Key to Sales
Create Value For The Customer
Find the customers’ pain and solve it!
Keys to Sales
Develop selling questions that
get to the right results
Develop closing questions
What Makes a Sales Person?
Why Sales?
If you have a product or
service that helps people you
have an obligation to sell
it to them.
Key to Sales
Sales Presentations
Build Rapport = Trust
Probe / Question
Prescribe a Solution
Biggest Key to Sales
CLOSING ~
Ask for the sale
Logical conclusion to the sales process
You need to “target” and “focus” on what
will be most successful
You can not focus your attention on
“Everyone” and “Everything”
Everyone is NOT your Target
Marketing Analysis
Who is your Target Customer?
What do you know about your customer?
What markets are you competing in?
How are you positioned?
What is your competitive edge?
How does price affect your positioning?
Vision / Mission
Vision statement ~ a picture of your company in the
future. Your vision statement is your inspiration, the
framework for all your strategic planning
Mission statement ~ articulates the company's
purpose. It is why you do what you do
Market Research
Prove or Disprove
There is someone out there to buy your
product?
There is someone out there to buy my product
at my price
Market Research
WHO:Demographics: the statistical data of a
population, especially those showing average
age, income, education, etc.
WHY:Psychographics: the “hot button” words of
your customers that reflect their reason for
buying. This is the basis of your overall
messaging.
Reference USA
• Demographics USA • US Census Bureau
• Direct Marketing List Source
Where Are My Customers?
Industry Information
• Reference USA
• County Business Patterns
www.census.gov/econ/cbp/index.html
• D&B Regional Business Directory
• Harris Ohio Industrial
and Services Directories
Who Are My Competitors?
• Thomas Register of American Manufacturers
http://www.thomasnet.com
• Food & Beverage Market Place
• American Wholesalers & Distributors Directory
• Directory of Chain Restaurant Operators
Special Directories
Main Library
96 S. Grant Ave., Columbus, OH 43215
645-2ASK • columbuslibrary.org
Science, Business and News
is located on the 3rd floor.
Hours are:
Mon.-Thu. 10-8, Fri. & Sat. 10-4, Sun. 1-5.
Source of Research Information
Are You Marketing
Or Selling?
Marketing and Sales
You need to do both but
remember they are separate
activities connected by your
brand and your messaging.
Everything you do to promote
your business to get customers to
buy your product/services on a
regular basis.
What is Marketing?
What is Sales?
The exchange of goods or
services for an amount of
money or equivalent
Why Sales?
Marketing costs money
~
Sales makes money
Everything you do to promote
your business to get customers
to buy your product / services
on a regular basis
What is Marketing?
Marketing Your Business
Set Goals
Identify your target market
Establish Your Objectives
Map out your tactics
Construct your budget
Build your timeline
Execute - Evaluate - Execute
Building Activity Above Your
Sales Funnel
Marketing Is…
Are You Marketing
Or Selling?
Why Sales?
Nothing happens in a
business until someone sells
something.
Why Sales?
If you have a product or
service that helps people you
have an obligation to sell
it to them.
Set The Stage
Prospecting
Make Your Own Game
More now than ever before you are able to
change the rules of the game through use
of social media tools. These game
changing tools can allow you to bring your
message to more people than ever before
for less money than ever before.
Make Your Own Game
Just having the tools will not make you
successful. It is the strategy in employing
the tools that will make you
successful. By understanding where you
want to go you can come up with
innovative ways to promote your concepts,
ideas and brand.
Effective Sales Process
• Define Target Market
• Generate Sales Leads
• Quantify Sales Leads
• Approach Prospects
• Make Sales Presentation
• Handle Objections
• Close the Sale
• Create Relationship
• Service after the Sale
• Repeat
Sales Steps
• Have an objective for the meeting
• Build Rapport
• Ask “Great” questions
• Affirm the prospects needs (find 3)
• Tell your story (What is important to the them)
• Propose Next Steps
• Ask to go to the Next Step
• Affirm and thank for their time
Prospecting
How Full is Your Funnel?
The Power of Digital
Know Your Prospect
Build Fans
Convert
Why Participate?
Marketing is changing
The need to spend money on push
advertising is diminishing
“Word Of Mouth” is a click away
This is where the magic happens
and by magic I mean SEO and
CONVERSION.
Your Website Is Critical
Your Website Is Critical
10th Anniversary ∙ National and Local Perspectives ∙
Unparalleled Networking ∙ Organizers Passionate About Your Success
Prospecting
Networking: Combine pleasure and business.
Cold calling: Calling people with no known interest.
Trade Shows: Have a strategy to convert
Direct mail: Send flyers and information.
Referrals: Get people to give you leads.
Prospecting clubs: Collaborating with other sales people.
On-line sourcing: Finding useful detail online.
Your website: Is a very powerful tool.
Social Media: On-Line Networking.
Networking
• It’s not about you
• Build a relationship
• Have to keep moving
• Don’t be that Guy/Girl
• There is no prize for collecting business cards
• Be expected to be there
Cold Calling
• Be respectful: You have entered their territory uninvited
and must show that you are worthy of their time.
• Go for yes: Getting agreement sets a pattern whereby
they are more likely to agree.
• Ask for time: If you ask them for a few minutes and they
say yes, they will feel obliged to give you that time.
• Get to benefits quickly: You need to sustain their attention
by showing “what's in it for them”.
• Get to next meeting: Success in cold calling often means
getting permission to continue the conversation later
• Expect No ~ Keep Moving, It’s a numbers game
Cold Calling
• 80% of all new sales people fail because of call
reluctance.
• The telephone as your stage.
• What is the purpose of your call?
• Is your message clear, concise and consistent?
• The entire purpose of your approach is to get
invited into the conversation.
Cold Calling
• If you had the cure for cancer, how many
cancer patients would you approach each day?
• We ask questions to identify or create an
opportunity.
• In every call something is being revealed to
you. Are you listening for the opportunity?
• Don’t overcome objections. Work with them.
• What action do you want this person to take?
Trade Shows
• Go to the conferences and exhibitions where your
potential customers go.
• Make presentations that will impress them with your
products and services. Give out copies of your
paper and other material.
• Hold 'clinics' where customers can come and discuss
their difficulties and issues.
• Man the stands and talk to as many people as possible.
and draw them into sufficient conversation to
discover their potential as a customer
• Give out your card, of course. Also get their cards.
Direct Mail
• Develop and write marketing material that will appeal to your
audience.
• Provide clear and easy contact information, such as:
• Web address
• Email address
• Free phone number
• Pre-paid postcard
• Send it through the mail or otherwise deliver it to their door.
• Make sure that all calls and messages go to a specialized
location that can respond rapidly and knowledgeably.
• Quickly follow up on all responses.
Referrals
Getting referrals is a preferred method of getting leads.
•After refusal:
After you have been turned away or not made the sale is a great
time to ask for a referral. But why should a person give you a
referral when they could easily just blow you off? We generally
dislike refusing and turning away other people, so when we say no,
we are more likely to agree to give a referral to the sales person.
•After the close:
After people have bought from you, they are feeling the post close
warmth and are thus more ready to help you.
•After great service:
If you sell someone a great product or give them great service,
they will help you in return by referring
•Any other time:
People are often giving you referrals and don’t know it, pay
attention.
Prospecting Clubs
• Work together with other sales people to share the
burden of prospecting.
• You can even do this with sales people from other
companies where they are selling
complementary products.
• You can either work very closely together on a daily
basis or meet up every now and again to discuss
how the business and general prospecting is
going. As well as sharing leads, also share
methods and ways of converting prospects into
customers.
On-Line Sources
• Find information about individuals and organizations who
might buy from available information such as their
blogs and information on company officers.
• Companies often have web pages on their sites that
describe their history, organization and products.
• There are also many useful websites and firms that
provide company information, such as Hoover's and
Dun and Bradstreet.
• Look also for articles by and other information about the
person you are investigating. You might even find
their blog.
Reduce
Eliminate
Avoid
Remove
Diminish
Increase
Expand
Maximize
Strengthen
Build-Up
PleasurePain
Message Builder
Keys to Sales
Come up with 5 things that are great about
dealing with you and your company
Come up with 5 typical objections you get
and how you should respond
Keys to Sales
Identify 10 Fans, Ask For One Referral
Identify 100 Fans you can contact
Identify 1 Center of Influence and take
them to lunch
Value Based Selling for the
Small Business Owner
The Sales Approach
Reduce
Eliminate
Avoid
Remove
Diminish
Increase
Expand
Maximize
Strengthen
Build-Up
PleasurePain
Message Builder
Keys to Sales
Develop selling questions that
get to the right results
Develop closing questions
Keys to Sales
Come up with 5 things that are great about
dealing with you and your company
Come up with 5 typical objections you get
and how you should respond
Keys to Sales
Identify 10 Fans, Ask For One Referral
Identify 100 Fans you can contact
Identify 1 Center of Influence and take
them to lunch
The Sales Discussion
7 Things Tommy
Boy Can Teach You
About Sales
7 Things Tommy Boy Can Teach You About Sales
1. Sell Yourself - People buy from people they like
2. Reading People - Identify verbal and non-verbal signals.
Listen and pay attention.
3. Use stories to tell a story - Put people in the moment
and show them how they will benefit
4. Have Confidence - Success builds confidence
5. Strangling the sale - Don’t be desperate
6. You always have a meat lovers pizza in the trunk -
Build Your Pipeline so you can relax
7. Chicken Wings - Treat People right and they will treat
you right)
More Keys To Sales
Each Stage of the sales process is about Customer
Commitment.
It’s not a problem until the customer says it is.
Define an economic consequence to the problem.
If not customer may choose to live with the problem.
Is there Committed Funding? Note…Budgeted and
committed are not the same thing.
Who makes the final decision?
Sales Techniques and Tips
To sell you need to align yourself with
the other person then “lead” them
where you want them to go.
Sales Techniques and Tips
One word rapport buster…”But”
Tells the prospect they are wrong. Use
“and’ instead.
“I understand “and”…; I agree “and”…; I
can appreciate that “and” many of my
happiest clients felt the same way and
here is what they found…
Sales Techniques and Tips
Get clients into a “Yes” mindset.
Get them to say “yes” 3 to 5 times at the
beginning of the conversation even if it
is in the initial small talk.
Sales Techniques and Tips
Everybody Sells
Either you are selling them on buying
from you or your are selling them on
buying from your competitor
Biggest Key to Sales
CLOSING ~
Ask for the sale
Logical conclusion to the sales process
Sales Pipeline
Sales Pipeline
Mark Sellers
http://funnelprinciple.com
Sales Pipeline
1. Generate Lead (Preparation and
Planning)
2. Do Initial Qualification by making the first
contact (Approach)
3. Do detailed discovery (Fact Finding)
4. Make solution definition (Proving Value)
5. Make a proposal (Recommendation)
6. Do negotiation and make a closure
(Close)
Sales Pipeline
Sales Pipeline and Social Media
Sales Process / Pipeline
• Define Target Market
• Generate Sales Leads
• Quantify Sales Leads
• Approach Prospects
• Make Sales Presentation
• Handle Objections
• Close the Sale
• Create Relationship
• Service after the Sale
• Repeat
Sales Pipeline
At each stage of the pipeline
create value for the
prospect/customer
Customer Relationship Management
Customer Relationship Management
Everything
Everything about your customer
and your interactions with that
customer.
Move Prospects through the funnel
1. Generate Lead (Preparation and
Planning)
2. Do Initial Qualification by making the first
contact (Approach)
3. Do detailed discovery (Fact Finding)
4. Make solution definition (Proving Value)
5. Make a proposal (Recommendation)
6. Do negotiation and make a closure (Close)
Choose a system that’s easy to use: All solutions are not created
equal. Some vendors offer more user-friendly applications than
others, and simplicity should be as important a decision factor as
functionality.
Choose the right capabilities: Employees need to know that time
invested in learning and usage will yield personal advantages. If
not, they will work around or ignore the system.
Provide training: Changing the way people work is no small task,
and help is usually a requirement. Even with today’s more usable
systems, many staffers still need assistance with learning and
adoption.
Customer Relationship Management
Software
Final Thoughts (Almost Done)
So What Is Your Answer?
I could get more sales
If Only……..
Do or Do Not…
There Is No Try!
Share Your Passion
Create Value For Others
You’re Ready!!!
ConnectE-mail aulloaol@cscc.edu
Twitter @arianauo @Ohio_SBDC and @LatinoSBDC
Facebook https://www.facebook.com/SBDC.Columbus
https://www.facebook.com/LatinoSBDC
LinkedIn http://www.linkedin.com/in/arianauo
Ohio SBDC http://www.sbdccolumbus.com/
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