Sale Survival Skills

BASIC SALES SURVIVAL

SKILLSA CUSTOMER NEEDS FOCUSED APPROACH

TO SELLING Presented By Presented By Glen Harwick Glen Harwick

SEMINAR RULESSEMINAR RULES Please Put All Cell Phones On Vibrate If You Need To Answer You Phone

Please Get Up & Leave The Room I Don’t Want To Do All Of The Talking

For The Next Four Hours, Please Don’t Be Afraid To Participate

Keep An Open Mind When Evaluating All Subject Matter

IntroductionIntroduction The Challenge Facing Those Of

You Here Today Will Be To Evaluate This Material

Decide Which Information You Like & Feel Comfortable With

Internalize The Information Apply It To Your Product Taylor It To Your Personality

Practice It Until It Sounds Natural

Use It Everyday When Selling

A Formula for Sales A Formula for Sales PowerPower

Why Do Some Sales People Sell More Than Others

What Are Some of The Elements That Contribute to The Success of High Performance Salespeople

A Formula for Sales PowerA Formula for Sales Power

Product Knowledge + Sales Know How + Persuasive Ability + Achievement Drive = Sales Power

REAL SALES POWERREAL SALES POWER

Product Knowledge + Sales Know How + Persuasive Ability X Achievement Drive = Sales Power

What Skills Do You Possess That Will Cause You To Be Successful

How Would Closest Friends Describe What Salespeople Do

How Would You Describe What Salespeople Do

What Is Congruence?

Congruence: The Quality Or State Of Agreeing Or Corresponding

Congruent: Coinciding At All Points When Super-imposed

Sales Congruence Sales Congruence ModelModel

Values

CommitmentTo

Activities

BeliefIn

Product

View ofSelling

View ofAbilities

Congruence

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Rate your Willingness & Rate your Willingness & Ability to:Ability to:

Organize Your TimeOrganize Your Time Contact Qualified BuyersContact Qualified Buyers Gain Trust & Rapport With PeopleGain Trust & Rapport With People Make An Effective PresentationMake An Effective Presentation Ask People To Buy After Showing Ask People To Buy After Showing

Them You Can Fill Their NeedsThem You Can Fill Their Needs Ask People To Refer OthersAsk People To Refer Others Accept Rejection And Continue To Accept Rejection And Continue To

PerseverePersevere

Three Styles Of Three Styles Of SellingSelling

How do you Sell?

The Canned The Canned PresentationPresentation

Memorized Presentation Where Information Is Always Delivered The Same Way To Everyone

The Salesperson Did Most Of The Talking Leaving The Prospect To Passively Listen

What’s Wrong With This Style Of Selling

It Assumed That Everyone Had The Same Needs As Well As Buying Motives

Stimulus Response Stimulus Response SellingSelling

Salesperson Dominates The Conversation Flooding The Prospects With Features And Benefits Hoping To Hit a Hot Button

They Than Take The Prospect Through The Desire, Conviction, And Close Steps

What’s Wrong With Stimulus Response Selling

It’s Product Focused & Easy To Try & Close Before Needs Have Been Established

A Philosophy Of Selling That Views The Sales Process As Filling Needs And Solving Problems

A Strategy For Selling That Structures A Step-by-step Process

An Ethics Or Value Driven System That Guides A Salesperson’s Activities

Needs Focused Selling

Salespeople Assume Role Of a Consultant

How? By Asking Questions Listening To Information Offering Advise And Assistance Helping People Find Solutions

How Does Needs Focused Selling Work

Needs Focused SellingNeeds Focused SellingFocuses On Values & Ethics Not Just Strategies & Techniques

It Redefines Selling As An Activity Of Identifying & Filling Customer Needs

Ten Commandments of SellingTen Commandments of Selling1. Selling Is An Exchange Of Value2. It isn’t Something You Do To

Someone, It’s Something You Do For And With Someone

3. Understanding People’s Wants & Needs Should Always Precede Any Attempt To Sell

4. Develop Trust & Rapport Before Selling Activity Begins

5. Selling Techniques Give Way To Selling Principles.

6. Integrity & Ethics Are Accepted As The Basis For Long-term Selling Success

7. A Salesperson’s Ethics & Values Contribute More To Sales Success Than Techniques Or Strategies

8. Selling Pressure Isn’t Exerted By Salespeople But By Customers When They Want Or Need A Product Or Service

9. Negotiation Isn’t Manipulation. It’s A Strategy To Work Out Problems That Stand In The Way Of Doing Business

10.Closing Is Where Both Sides Win. It’s Part Of The Sales Process, Not The Conclusion

Six Steps for Six Steps for SuccessSuccess

Six Steps for Success

APPROACH

INTERVIEW

DEMONSTRATE

VALIDATE

NEGOTIATE

CLOSE

To Establish Rapport with PeopleTo Establish Rapport with People Break Preoccupations, StereotypeBreak Preoccupations, Stereotype Put People At EasePut People At Ease Get People Talking About Get People Talking About

Themselves & Their InterestsThemselves & Their Interests Get Them To Open Up Mentally & Get Them To Open Up Mentally &

PhysicallyPhysically

ApproachApproach

InterviewInterviewTo Identify Peoples Wants & To Identify Peoples Wants &

NeedsNeeds Help People Discover & Help People Discover &

Understand Their Own NeedsUnderstand Their Own Needs Understanding People’s Understanding People’s

Concerns, Objections, Concerns, Objections, Emotions & Buying MotivesEmotions & Buying Motives

DemonstrateDemonstrate

To Show How You Can Help To Show How You Can Help PeoplePeople

Making A PresentationMaking A Presentation Showing Customers Benefits, Showing Customers Benefits,

Not Just Products Or FeaturesNot Just Products Or Features Listening & Understanding Listening & Understanding

People’s Responses & ObjectionsPeople’s Responses & Objections

ValidateValidateTo Gain Trust & ConfidenceTo Gain Trust & Confidence In You, Your Company, Your In You, Your Company, Your

Product Or ServiceProduct Or Service Remove Fears, Risks, & Remove Fears, Risks, &

AnxietiesAnxieties Convince People Of The Benefits Convince People Of The Benefits

Of Doing Business With You as Of Doing Business With You as Well as Your Product Or ServiceWell as Your Product Or Service

NegotiateNegotiateWork Out Issues Keeping People Work Out Issues Keeping People

From BuyingFrom Buying Identify Objections Or IssuesIdentify Objections Or Issues Get Agreement People Are Get Agreement People Are

Interested InInterested In Working Them OutWorking Them Out Show How Benefits Outweigh CostsShow How Benefits Outweigh Costs Ask For People’s Opinions & Ask For People’s Opinions &

SolutionsSolutions

ClosingClosing

Asking for a Decision at The Asking for a Decision at The Right TimeRight Time

What Do You do If You Can’t What Do You do If You Can’t closeclose

Go Back & Evaluate, You Go Back & Evaluate, You Missed SomethingMissed Something

How to Communicate How to Communicate With Different PeopleWith Different People

Ever Notice Ever Notice That People That People Just Don’t Just Don’t Think Alike!Think Alike!

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Give Two People The Same Set Of Facts Or Information & There’s A Good Chance You’ll Get Two Different Interpretations

Different Things Motivate Us

If We Can Identify Those Differences & Adjust To Them You’ll Be Much Better At Communicating With People

How To Communicate with How To Communicate with Different PeopleDifferent People

TTALKERSALKERS Social Types Who Enjoy People Upbeat, Enthusiastic High Energy Easy To Approach & Gain Rapport

With Usually Easy To Like Like Telling Jokes & Talking To People Life Of The Party-type People

Friendships & Emotional Sharing Are Important To Them

Are Not Good With Paperwork, Details Or Follow-up

Their Environments Or Cars Tend To Be Cluttered

They Like The Spotlight & Things That Bring Them Recognition

Usually Dress Well, Possibly Even Flashy

Body Language Tends to Be Animated Gestures Include:

Open Arms & Palms Open Mouths They May Have a Hard Time

Holding Eye Contact During Conversations

Selling TalkersSelling Talkers Develop Relationships With Them Show a High Level Of Interest In

Them Entertain Them Socially Play To Their Ego, Talk About How

They’ll Get Credit Or Look Good Talk About Others Who Are

Customers

DOERSDOERS Objective Is To Get Things

Done Demanding Impulsive Impatient Energetic Highly Competitive

Bottom-line Oriented

Achievement Driven Type A Behavior Make Decisions Quickly Once

They Believe They Have All Of The Facts

Like Recognition & Power Like To Be Right

Love To Give Advice To Love To Give Advice To Others & Talk About Their Others & Talk About Their AchievementsAchievements

Generally Not Known For Generally Not Known For Their Warmth & FriendlinessTheir Warmth & Friendliness

Surrounded By Trophies, Surrounded By Trophies, Awards, Plaques & Pictures Awards, Plaques & Pictures With High Profile PeopleWith High Profile People

May Appear To Be Restless And Have Nervous Mannerisms

Steeple Or Drum Their Fingers May Lean Back And Away From

You While In Conversation Tend To Punctuate The Air

With Their Index Finger To Emphasize A Point

DOERSDOERS

Make Up A Large Make Up A Large Percentage Of People Percentage Of People In Management In Management PositionsPositions. .

Selling DoersSelling Doers Show Interest In How They Got Show Interest In How They Got

Where They Are NowWhere They Are Now Minimize Features, Maximize Minimize Features, Maximize

BenefitsBenefits Take Care Of Details For ThemTake Care Of Details For Them Give High Profile ReferencesGive High Profile References Stress Results, Bottom Line, Stress Results, Bottom Line,

AchievementAchievement Honor Their Time ParametersHonor Their Time Parameters

PloddersPlodders Steady, Even-TemperedSteady, Even-Tempered

DependableDependable

Like to do Their Jobs WellLike to do Their Jobs Well Never to High or to LowNever to High or to Low Need Stability and SecurityNeed Stability and Security

Good ListenersGood Listeners

Slower PacedSlower Paced Like To Talk About Hobbies, Like To Talk About Hobbies,

Interests, Family And FriendsInterests, Family And Friends Like Tried & True ThingsLike Tried & True Things Value HarmonyValue Harmony Don't Like ConfrontationDon't Like Confrontation Resist ChangeResist Change Take Their Time making Take Their Time making DecisionsDecisions

PLODDERSPLODDERS

Plodders Make up Plodders Make up About 40 to 50 % of About 40 to 50 % of the Populationthe Population

Selling PloddersSelling Plodders Remove RiskRemove Risk Understand, To Them Time Tested Understand, To Them Time Tested

Is Better Than New And ImprovedIs Better Than New And Improved

Stress Dependability, ReliabilityStress Dependability, Reliability

Give Them Time & Space Give Them Time & Space Do Not Do Not PushPush !!

ControllersControllers Highly Organized Logical & Highly Organized Logical &

RationalRational Attention To DetailAttention To Detail High Need To Be RightHigh Need To Be Right Want Specific Proof And Data Want Specific Proof And Data

Presented In a Logical MannerPresented In a Logical Manner Decisions Based On Facts And Decisions Based On Facts And

Figures, Not On EmotionsFigures, Not On Emotions

Environments Are Neat & Environments Are Neat & OrganizedOrganized

Show Low Emotional ResponseShow Low Emotional Response Conversations Center Around Conversations Center Around

Methods & FunctionsMethods & Functions Folded Arms & Crossed LegsFolded Arms & Crossed Legs Steeple FingersSteeple Fingers Motto: A Place For Everything Motto: A Place For Everything

And Everything In It’s PlaceAnd Everything In It’s Place

Selling ControllersSelling Controllers

Sell Efficiency, Return On Sell Efficiency, Return On Investment, Long Term ValueInvestment, Long Term Value

Show Them How To Eliminate Show Them How To Eliminate WasteWaste

Give Proof Your Give Proof Your Product/Service WorksProduct/Service Works

Give Enough Facts & Detail To Give Enough Facts & Detail To Satisfy ThemSatisfy Them

Write Down The Name of a Prospect, Write Down The Name of a Prospect, Family Member Or Close Friend. Family Member Or Close Friend. Think About The Four Personality Think About The Four Personality

Styles Than Describe That Persons:Styles Than Describe That Persons: Environment Attitude Pace Tone Of Voice What’s Their Personality Type What Would Your Strategy Be To

Sell Them How Does Your Style Interact With

Theirs

Points To Remember About Behavior Points To Remember About Behavior StylesStyles

Few People Conform To One Style Alone, Most Are A Combination Of Several. However They Will Usually Have One Dominant Behavior Style

Observe Pace, Tone, Attitude, Energy & Adapt If Your In Telephone Sales Listen To The

Volume, Energy Level & Speed Of Peoples Voices

Carefully Notice What People Choose To Bring Into Their Environments

Be Sensitive To How Close People Want You To Get

Behavior Styles Self-Evaluation Behavior Styles Self-Evaluation SheetSheet

What’s Your Personality Style? What Will You Now Do In Order

To Better Understand Peoples Styles?

How Have You Conflicted With Peoples Styles In The Past?

What Main Point Will You Take Away From This Section

Approaching Approaching PeoplePeople

oror

Getting to Know You, Getting Getting to Know You, Getting to Know All About Youto Know All About You

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Approaching PeopleApproaching People

When Meeting People Always Assume They’re Busy With Their Own Activities

Why They May Consciously or

Unconsciously Resent Your Intrusion Into Their Busy Schedule

If You Approach People Correctly You Can Accomplish Four Things Which Will Help You Succeed

1. Break Their Preoccupation/Perception

2. Establish Rapport With Them3. Put Them at Ease 4. Begin to Gain Their Trust How Important Is It To

Establish Trust & Rapport*

Where Trust and Rapport Are Weak, Any Selling Pressure Will Usually Be Perceived As Strong and Have a Negative Affect on Your Ability to Make a Sale

Were Trust and Rapport Are Strong, Selling Pressure Will Almost Always Appear Weak-Regardless of How Strong It Really Is

Direct Your Entire Focus Onto Your Prospect

Say To Yourself:At This Moment This Is The Most Important Person In The World To Me

Beware of Preoccupations Theirs as well as Yours

Be Observant, Notice Everything About Them & Their Environments Things Like:

Pictures, Trophies, Hobbies How They Dress

Tone Of Voice, Pace, Mannerism & Gesture

Don’t Pull Out Sales Material Or Do Anything That Gives The Impression That You’re There Just To Sell Something.

Try To Appear Comfortable And At Ease But Not To Familiar Or Casual

Try To Match Their Pace & Tone Of Voice Don’t Invade Their Space

Get Them Talking about ThemselvesGet Them Talking about Themselves Everyone Has Something They’re

Proud Of, Something They Like To Talk About

Its Important To Engage In Small Talk In Your Approach, Try To Gear Your Small Talk To The Type Of Person Your With

Ask Non-threatening Open Ended Questions

Gradually Work Your Way Into Non-threatening Open Ended Job Related Questions

Think About Starting With An Approach Qualifying Question

I Have A Lot Of Customers I Work With Who Enjoy The Benefits Of Doing Business With ________. I Don’t Know If We Can Help You But If You Don’t Mind I’d Like To Ask You Some Questions To Try & Determine If We Can Be Of Assistance To You

Use Open Ended Questions Open Ended Questions Call for

Explanations, and Usually Begin With One of These Six Words:

WHO WHAT WHERE WHEN WHY HOW

ExamplesExamples How Long Have You Been With The

Company What Did You Do Before You Moved

Into Your Current Position What Is Your Companies Primary

Market Focus How Has Your Business Changed What Are You Unhappy About With Your

Current Vendor What Factors Contributed Most To

Your Overall Success

Hold Eye Contact & Try To Listen To How They Feel

Focus Your Eyes Onto The Eyes Of The Person You’re Talking To, This Does Two Things:

It Plugs You Into Them Allowing You To Better Receive Feelings & Emotions

Causes You To Make A Much Greater Impact On The Other Person

We Must Not Only Hear What They Say, But How They Say It

When People Sense That You Care about How They Feel, They Will Often Drop Their Defenses And Let You In

A Study Done by Dr. Albert Mehrabian Found That:

7% Of Communications Effectiveness Is Verbal- WORDS ONLY

38% Of Communication Effectiveness Is Vocal- TONE OF VOICE

55% Of Communication Effectiveness Is Non-Verbal- GESTURES & MOVEMENTS

When People Start Telling You About Themselves, They Typically Begin To Relax And You Start To Establish Rapport

As They Drop Their Defenses They Begin To Warm Up To You

When They Like You They Want To Trust You

When They Like And Trust You They Want To Buy From You

Approaching PeopleApproaching People

Remember: That Unless People Feel Comfortable With You And Trust You There’s Usually No Sense Going Any Further In The Sales Process

If Their Attitude Or Body Language Says It’s Time For You To Go , Thank Them Nicely And Ask Permission To Contact Them Again Sometime.

Remember: Rapport Is Established Much Faster

When You Get People Talking Spend 80% Of The Time Listening

& 20% Of The Time Talking Most People Are Going To Be

Preoccupied Or Defensive When You Approach Them.

Take Pressure Off People Rather Than Putting It On Them

Try Not To Give The Appearance You’re There Just To Sell Them Something

Lots Of Selling Takes Place In The Approach

Impressions Can Be Formed During The Approach Which Could Last For Years

As Many As 11 Different Impressions Can Be Formed in the First 7 Seconds of Contact

Can You Be Trusted Can They Depend on You How You Perceive Them How They Believe You Perceive Yourself Do They Want to Do Business With Us

How Do We Know What How Do We Know What They Want?They Want?

INTERVIEINTERVIEWW

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Take A Moment And Think Of A Person From Whom You Like To Buy & The Reasons You Like To Buy From Them

Now Think Of A Person You Don’t Like To Buy From & The Reasons Why

Ask Yourself This Question:

Have You Ever Felt Someone Had A Need That They Didn’t Think They Had

Why Do We Interview: To Identify, Clarify, And Get People

To Admit Their Needs If The Interview Is Done Properly All

Other Steps Will Usually Fall Into Place

The Interview Step Is The Most Important Of The Six Steps.

The Close Is Influenced More By The Interview Than By Any Other Step

What Type Of Information Do You Want To Gather During Your Interview:

How Did They Come to Call You What Are Their Expectations/What do

They Know What/Who They’ve Been Using What Problem Do They Want To Solve What’s Their Price Range What’s Their Level Of Interest Who Will Be Involved In The Decision

Have Permission To Proceed With The Interview

Have Questions Prepared To Ask Your Prospect And Write Down Their Answers

As During the Approach Try Not to Pull Out Literature Or Products During The Interview

Examples:Examples: How Did You Come To Call Us What Was It That Made You Decide To

Invest In a Home Security System What Do You Know About Our

Company How Much Do You Know About Home

Security Systems How Much Were You Planning On

Investing In The System Who Else Will Be Involved In This

Process

Conducting an InterviewConducting an Interview Let The Customer Explain To You

What They Think They Want Remember It’s Your Responsibility

To Educate The Customer About Property Protection & Life Safety As Well As Deal With Many False Expectations People Usually Have About Security Systems

Talk to Them About Areas Of Probable Entry

Explain Where Devices Will Be Installed As Well As How They Function

This Information Should Be In Your Proposal Along With The Part # And The Installed Cost Of Each Device

Listen & Try To Paraphrase Important Points & Then Write Them Down

As People Verbalize Information About Their Needs, It’s Important to Occasionally Summarize Important Points of Information Back to Them

Paraphrasing Lets People Know That You Listened to Them & Understood What They Told You

Use Phrases Like: If I Understand You Correctly You Said That-----

I Can See Why That’s Important To You

Statements Like These Show You’re Interested As Well As Help Clarify What They Say The Want

Never Proceed With A Sales Presentation Until A Person Has Admitted A Need And A Desire To Seek A Solution

You Can Listen A Person Into Buying Faster Than You Can Talk Them Into It

Remember This Statement: If I Tell Them They may Doubt It, If

They Say It, It must be true

How Will You Know When You’re Done How Will You Know When You’re Done InterviewingInterviewing

You’ve Established That They Have A Problem Which You Can Help Them With

They’ve Admitted A Desire To Solve Their Problem

You Have All Of The Information You Need To Put Together A Plan To Solve Their Problems

They Have Agreed To A Demonstration

How Do They Know How Do They Know What It DoesWhat It Does

DemonstrateDemonstrate In This Section We’ll Talk About

Techniques & Ideas That Can Help You Increase The Effectiveness And Impact Of Your Demonstrations

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Do You Agree With This Do You Agree With This Statement:Statement:

The Purpose of A Demonstration or Presentation Is To Show or Tell People About Your Product or Service And It’s Features

The Purpose of A Demonstration or Presentation Is To Show or Tell People How You Can Help Fill A Need They’ve Admitted Having

Don’t Tell Your Customers What Your Product Is, Tell Them About What It Will Do For Them

What is A Demonstration It’s Presenting A Solution To

Someone’s Need Or Problem

It Can Be Done As A Formal Presentation With Statistics, Charts Or Graphics

As A Product Demonstration Verbally By Getting Across The Idea Of

How You Can Fill A Need Or Fix A Problem

The Most Effective Demonstration Is A Process Where You & Your Customer Do Something Together That Helps Them Understand Your Product

What is a Dominant Buying What is a Dominant Buying MotiveMotive

It’s The Major Reason Why It’s The Major Reason Why Someone Buys Something?Someone Buys Something?

Pride Of Ownership Pride Of Ownership ProfitProfit Pleasure Pleasure Peace Of Mind Peace Of Mind

Things To Consider:Things To Consider: Like Personality Styles, People Usually Like Personality Styles, People Usually

Have A Combination Of Dominant Buying Have A Combination Of Dominant Buying MotivesMotives

People In An Organization Will Often People In An Organization Will Often Have Different Motives When Buying The Have Different Motives When Buying The Same ProductSame Product

Always Try To Determine Who Has The Always Try To Determine Who Has The Strongest Voice In Making A Group Strongest Voice In Making A Group DecisionDecision

Don’t Make The Mistake Of Selling To Don’t Make The Mistake Of Selling To One Person And Not Giving Enough One Person And Not Giving Enough Attention To Others Input And FeelingsAttention To Others Input And Feelings

Dominant NeedsDominant Needs Remember What The Customer Told Remember What The Customer Told

You In The Approach And InterviewYou In The Approach And Interview Remember Your Interview And Use Remember Your Interview And Use

Key Statements To Confirm What Key Statements To Confirm What People Told You Was Important To People Told You Was Important To Them:Them:

If I Understood You Correctly--------If I Understood You Correctly-------- You Indicated To Me That---------You Indicated To Me That---------

Show Them How Your Product Or Service Show Them How Your Product Or Service Will Fill Their Need Or Solve Their ProblemWill Fill Their Need Or Solve Their Problem

Get People InvolvedGet People Involved Give Logical Reasons To Buy Even Though Give Logical Reasons To Buy Even Though

Often It’s Emotion Which Triggers A SaleOften It’s Emotion Which Triggers A Sale Logic Is Our Justification For BuyingLogic Is Our Justification For Buying Watch The Body: Look For Signs Of Interest Watch The Body: Look For Signs Of Interest

Or Boredom, Try To Mirror & Match, Be Or Boredom, Try To Mirror & Match, Be Aware Of Peoples SpaceAware Of Peoples Space

Focus You Attention Where You Want Them To Focus

Try To Get Them Visualizing What Your Saying By using Phrases Like, “What This Means To You!”

Feature Benefit Feature Benefit ConversionsConversions

Take A Few Moments And Write Down Some Take A Few Moments And Write Down Some Of The Features Of Your Product Or ServiceOf The Features Of Your Product Or Service

Then Beside Each Feature Explain What the Then Beside Each Feature Explain What the Benefit To The Customer Will BeBenefit To The Customer Will Be

When You Do Feature Benefit Conversion When You Do Feature Benefit Conversion Try Using These Six Words:Try Using These Six Words:

What This Means To You Is!

Avoid Talking Price, Try & Avoid Talking Price, Try & Establish What Best Fills Their Establish What Best Fills Their NeedNeed

“How Much Does It Cost?” Is Usually One Of The First Questions Out Of The Customers Mouth

Try To Hold Off Discussing Price Until After The Demonstration

If You Can’t, Try Using This Statement:

I Know The Price Is Important To I Know The Price Is Important To YouYou

And I’m Sure You’re Looking For And I’m Sure You’re Looking For The Best Price Possible. The Best Price Possible.

However I Would Like To Establish However I Would Like To Establish What You’re Looking For As Well What You’re Looking For As Well As What Best Fills Your NeedsAs What Best Fills Your Needs

Than I’ll Be More Than Happy to Than I’ll Be More Than Happy to Discuss Price With youDiscuss Price With you

Emphasize ValueEmphasize Value

The First Person You Must Sell Is The First Person You Must Sell Is Yourself.Yourself.

It Is The Salesperson’s Job To Build It Is The Salesperson’s Job To Build Value In The Product They Sell. Value In The Product They Sell.

If You Don’t Believe Your Product Is Worth The Price You Can’t Expect The Customer Too.

Things To Think About When Things To Think About When Talking PriceTalking Price

Look Them In The EyeLook Them In The Eye Don't Hesitate, Tell Them The Price Of Don't Hesitate, Tell Them The Price Of

Your Product ConfidentlyYour Product Confidently Try Not To Use The Word Try Not To Use The Word Price Price , , Cost Cost

Is BetterIs Better Investment Is BestInvestment Is Best Use Comparisons, Translate The Cost Use Comparisons, Translate The Cost

Into Value To ThemInto Value To Them

Ask For Their Reactions Feeling & Ask For Their Reactions Feeling & OpinionsOpinions

It’s Very Important to Get Feedback It’s Very Important to Get Feedback From Your Customers, Use From Your Customers, Use Demonstration response Questions:Demonstration response Questions:

How Do You Feel About This?How Do You Feel About This? How Important Is This to You?How Important Is This to You? What Do You Like Most About What I’ve What Do You Like Most About What I’ve

Shown You?Shown You? Was There Anything You Didn’t Like?Was There Anything You Didn’t Like?

Suggestions for an Effective Suggestions for an Effective DemonstrationDemonstration

Appeal To As Many Senses As Appeal To As Many Senses As PossiblePossible

Always Get People InvolvedAlways Get People InvolvedDon’t Bore People With Features Don’t Bore People With Features

That Interest You, But Are Not That Interest You, But Are Not Important To ThemImportant To Them

People Often Buy For Emotional People Often Buy For Emotional ReasonsReasons

Ask Demonstration Response Ask Demonstration Response QuestionsQuestions

People Buy End Results Not FeaturesPeople Buy End Results Not FeaturesTry To Gear Your Presentation To Try To Gear Your Presentation To

Their PersonalityTheir PersonalityA Demonstration Is Something You

Do With The Prospect That Shows Them How Your Product Will Fill Their Needs

WHAT DID I DO WHAT DID I DO WRONG ?WRONG ?

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Have You Ever Have You Ever Been on a Sales Been on a Sales Call and Your Call and Your Trying to Close Trying to Close the Sale, But It the Sale, But It Just Doesn't Just Doesn't Seem to be Seem to be Going Well ?Going Well ?

What Is Validation ?What Is Validation ? ValidationValidation Is Doing Things That Cause Is Doing Things That Cause

Your Customer to Believe and Trust Your Customer to Believe and Trust You.You.

There Are Three Things Which We Must There Are Three Things Which We Must Always Validate:Always Validate:

OurselvesOurselves Our CompanyOur Company Our Product or ServiceOur Product or ServiceValidation Is Not A Separate Step It’s Validation Is Not A Separate Step It’s

An Ongoing Process ! An Ongoing Process !

ValidationValidation

Validation Begins When We Make Our First Contact With the Customer and Continues for As Long As That Person Is a Customer

Emotions Are Very Important In The Validation Process

Our Persuasive Ability Is Much Greater When People Trust Us And Believe We Are Sincere In Our Desire To Understand Their Problems

Understand Customer Understand Customer ApprehensionApprehension

Apprehension Is a Significant Inhibitors In Apprehension Is a Significant Inhibitors In The Sales Process, There Are Three The Sales Process, There Are Three Times It Usually Enters Into The Picture.Times It Usually Enters Into The Picture.

When We Approach People: When We Approach People: What Can I What Can I Expect & How Will I Handle ItExpect & How Will I Handle It

Just Before A Buying Decision: Just Before A Buying Decision: What What Risks Am I Taking Or What If I Make A Risks Am I Taking Or What If I Make A Bad DecisionBad Decision

After A Commitment To Buy: Oh Boy After A Commitment To Buy: Oh Boy What Have I DoneWhat Have I Done

Always Follow Through On Your Commitments!

One of the Quickest Ways to Lose Someone's Trust Is by Not Following Through on Your Commitments

If There Are Others In Your Company Involved In The Process Follow-up With Them And Make Sure They Did What You Asked Of Them

Tell The Customer What To ExpectTell The Customer What To Expect Identify Who’ll Be Keeping The Identify Who’ll Be Keeping The

AppointmentAppointment Type Of Vehicle They’ll be DrivingType Of Vehicle They’ll be Driving Kind Of Credentials Salesperson Kind Of Credentials Salesperson

Will Have Will Have Type of Things They’ll be Going Type of Things They’ll be Going

Over Over

When Setting Up The Appointment

At The Appointment Show Proof The At The Appointment Show Proof The Company Has All The Necessary Company Has All The Necessary Licenses To Install Security Systems in Licenses To Install Security Systems in New Jersey New Jersey

Talk to The Customer about Permits Talk to The Customer about Permits Which Will be Required Before Any Which Will be Required Before Any Work Can Begin Work Can Begin

Explain To The Customer What To Explain To The Customer What To Expect And How The Installation Will Expect And How The Installation Will Proceed Proceed

Make Sure You Can Verify Facts You Make Sure You Can Verify Facts You Make About Your Company Make About Your Company **

Don’t be Afraid to Discuss Don’t be Afraid to Discuss Customer Rights Customer Rights

Talk about the Customers Right to Talk about the Customers Right to Cancel With a Full Refund within Cancel With a Full Refund within 30 Days If the Installation is Not 30 Days If the Installation is Not Started On The Agreed DateStarted On The Agreed Date

Make Sure To Explain Right Of Make Sure To Explain Right Of Recision To The Customer Recision To The Customer

Encourage The Customer To Encourage The Customer To Contact The Division Of Consumer Contact The Division Of Consumer Affairs To Check On Your CompanyAffairs To Check On Your Company

Listen To What They Tell You Listen To What They Tell You They WantThey Want

If They've Told You That They Have X If They've Told You That They Have X Dollars to Spend, Suggest a Solution Dollars to Spend, Suggest a Solution That’s Realistic to Their Budget.That’s Realistic to Their Budget.

This Doesn't Mean You Shouldn't This Doesn't Mean You Shouldn't Make Suggestions, You Are In Fact A Make Suggestions, You Are In Fact A Security Consultant And You’re There Security Consultant And You’re There To Counsel Them To Counsel Them

Security Systems Protect Lives As Security Systems Protect Lives As Well As Property And Customers Well As Property And Customers Lives May Depend On The Design Of Lives May Depend On The Design Of The System You Sell ThemThe System You Sell Them

Offer Proof & EvidenceOffer Proof & Evidence As A Security Consultant It As A Security Consultant It

Important To Establish a high Important To Establish a high level of Credibilitylevel of Credibility With The With The CustomerCustomer

Use Whatever Is Available to Use Whatever Is Available to Validate Your- Self, Your Validate Your- Self, Your Company, and YourCompany, and Your Product Product

Proof Of Indus. Training & Proof Of Indus. Training & CertificationsCertifications

Industry ExperienceIndustry Experience Articles About Your Company or a Articles About Your Company or a

ProductProduct Third Party LettersThird Party Letters Association MembershipsAssociation Memberships Mutual Acquaintances or Industry

Associates

Welcome & Understand Customer Welcome & Understand Customer ObjectionsObjections

Don’t Attempt To Overcome Objections By Don’t Attempt To Overcome Objections By ArguingArguing

Don’t Try To Prove People WrongDon’t Try To Prove People Wrong Fact: Fact: It’s Much Harder For Someone To Fight It’s Much Harder For Someone To Fight

You When You Tell Them That You You When You Tell Them That You Understand ThemUnderstand Them

Fact: Fact: People Will Give In A Lot Easier Once People Will Give In A Lot Easier Once They Believe That You Understand And They Believe That You Understand And Appreciate How They FeelAppreciate How They Feel

Fact: Fact: Being Understood Is One Of The Being Understood Is One Of The Biggest Needs People HaveBiggest Needs People Have

Try Using These Three Words to Try Using These Three Words to Deal With Peoples ObjectionsDeal With Peoples Objections

I Understand How You I Understand How You Feel….Feel…. I’ve Had Other Customers That Have I’ve Had Other Customers That Have

Felt….Felt…. Until They Until They Found Found That….That…. Can You Give Me An Example Of How Can You Give Me An Example Of How

You Could Use Feel, Felt, FoundYou Could Use Feel, Felt, Found

How Will You Know When How Will You Know When Your Done ValidatingYour Done Validating

People Are Open & Trust YouPeople Are Open & Trust You They Have Confidence In You They Have Confidence In You

OrganizationOrganization They’re Willing To Freely Give You They’re Willing To Freely Give You

InformationInformation They Have Made A Decision That

You’re The Kind Of Person They Want To Do Business With

You’re Never Done Validating

Things to Remember When Things to Remember When ValidatingValidating

People Trust What You Say When They Trust People Trust What You Say When They Trust YouYou

Sincerity & Genuine Interest In Helping People Sincerity & Genuine Interest In Helping People Are The Strongest Form Of ValidationAre The Strongest Form Of Validation

Always Follow-up and Do What You Say You’ll Always Follow-up and Do What You Say You’ll Do Do

Going For A Close To Quickly Or Strongly Tends Going For A Close To Quickly Or Strongly Tends To Harm The Validation ProcessTo Harm The Validation Process

Use Referrals As Well As Evidence & Use Referrals As Well As Evidence & TestimonialsTestimonials

Be Careful About Making Absolute StatementsBe Careful About Making Absolute Statements Remember The Three Fear Points

NegotiationNegotiation

Do You Want Do You Want to Winto Win

OR MAKE SALESOR MAKE SALES

S-7

What is a NegotiationWhat is a Negotiation

A Mind Game Between Two A Mind Game Between Two People, Each Trying To Outsmart People, Each Trying To Outsmart The OtherThe Other

Manipulation So That You Can Manipulation So That You Can Get What You WantGet What You Want

A Contest Where Someone Wins A Contest Where Someone Wins & Someone Loses& Someone Loses

Negotiation: Is Identifying Issues Is Identifying Issues That Are Keeping People From That Are Keeping People From BuyingBuying

It’s About Finding Solutions, It’s About Finding Solutions, Removing Issues & Creating Win-Removing Issues & Creating Win-win Situationswin Situations

Everyone Should Leave Feeling Like They Got What They Wanted

If You View It As A Contest You’ll Almost If You View It As A Contest You’ll Almost Surely Kill Your Chances Of Making A Surely Kill Your Chances Of Making A SaleSale

This Type Of Mentality Will Always Bring This Type Of Mentality Will Always Bring Your Ego And Emotions Into The Process.Your Ego And Emotions Into The Process.

Defensiveness Will Occur, Logic Goes Defensiveness Will Occur, Logic Goes Out The Window, And There’s A Good Out The Window, And There’s A Good Chance You’ll Blow The Sale!Chance You’ll Blow The Sale!

It’s During Negotiations That a Large Percentage Of Sales Are Sabotaged

Find Out What Concerns Or Find Out What Concerns Or Objections RemainObjections Remain

Use Trial Close Questions To Determine Use Trial Close Questions To Determine If The Prospect Has Any Objections, As If The Prospect Has Any Objections, As Well As To Assess Their Readiness To Well As To Assess Their Readiness To Purchase Your ProductPurchase Your Product

Accept These Concerns In A Positive Accept These Concerns In A Positive Manner & Show Your Genuine Desire Manner & Show Your Genuine Desire To Understand These Concerns To Understand These Concerns

Verbalize Your Understanding And Verbalize Your Understanding And Express Appreciation For Their HonestyExpress Appreciation For Their Honesty

A Trial Close Question Is Different Than A Closing Question.

It asks for an Opinion, Not a Decision. Trial Close Questions Offer Three

Advantages: They Minimize The Risk Of Customers

Saying No They Help Identify Hidden Objections They Conceal Closing Efforts Trial Close Questions Can Be Asked At Any

Point Once You’ve Identified Needs & Demonstrated Solutions

Trial Close QuestionsTrial Close Questions Do You Think What I’ve Shown You Will Do You Think What I’ve Shown You Will

Fill Your NeedsFill Your Needs If Price Alone Weren't An Issue, Would If Price Alone Weren't An Issue, Would

You Be Happy With What You’ve SeenYou Be Happy With What You’ve Seen I Can See That Your Interested In What I Can See That Your Interested In What

I’ve Shown You. On A Scale Of 1 To 10 I’ve Shown You. On A Scale Of 1 To 10 How Do You Feel It Fills Your NeedsHow Do You Feel It Fills Your Needs

What Did You Like Best About What I’ve Shown You

Are We Doing The First Floor Windows Are We Doing The First Floor Windows Or Just The Ones In The BasementOr Just The Ones In The Basement

Have You Decided Whether You’ll Have You Decided Whether You’ll Want The System With Two Keypads Want The System With Two Keypads Or ThreeOr Three

Did You Want The System With or Did You Want The System With or Without Cell BackupWithout Cell Backup

Trial Close Questions

Identify & Isolate The Primary Objection

What’s the Real Reason They Won’t Buy Identify It and Get Confirmation

Try Using This Phrase: If I Understand You Correctly Your Primary Objection Is….

If at this Point You Encounter Indecision Or Strong Objections Chances Are You Have One Or More Of These Issues:

They Don’t Really Perceive Having A Need Or You Didn’t Understand & Qualify What Their Need Was

They Aren’t Really Looking For A Solution Or You Haven’t Shown Them What They Think They Need

They Don’t Have Confidence In You Or They Have Loyalties Or Agendas You Never Understood

You Most Likely Don’t Have A Closing Problem, More Likely you Missed Something During One Of You Steps

How You’ll Know When You’re How You’ll Know When You’re Done NegotiatingDone Negotiating

You Understand Their Problems, Objections & Concerns

They’ve Agreed That They Want To Work Things Out

You’ve Gotten All Negative Thoughts & Feelings To The Surface

You’ve Shown Them Solutions To Their Problems

To Close or To Close or Not Not to Closeto Close

S-8

What Is Closing

Closing Is Simply Asking For A Decision When You Feel A Person Maybe Ready To Say “Yes”

It’s The Natural Conclusion When All Of The Previous Steps Have Been Completed

If You’ve Gained Trust Identified Needs Demonstrated Solutions Proven Your Claims Agreed On Terms

Closing Should Be A Natural Action

If People Are Not Ready To Close We Must Realize We Haven’t Completed One Of The Previous Steps

At This Point You Must Determine Which Of The Previous Steps You Failed To Complete

TheTheEndEnd