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SELLING “CUSTOMER VALUE”
42

Sell “CUSTOMER VALUE”……instead of your product!

Sep 12, 2014

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Seems counter intuitive however focusing on connecting with your customers and driving "Value" based on that connection inevitably brings the "Sales Process" into play. Selling "Customer Value" is a behavioral change that entirely focuses on the customer.
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Page 1: Sell “CUSTOMER VALUE”……instead of your product!

SELLING“CUSTOMER VALUE”

Page 2: Sell “CUSTOMER VALUE”……instead of your product!

PAST SELLING MODELS…THAT DO NOT WORK!!

AIDINCIntegrity Selling

CSS

Page 3: Sell “CUSTOMER VALUE”……instead of your product!

BACKGROUNDThere are plenty of “Sales Models” out there that attempt to create this

“professional” and “engaging” approach to selling that is based on providing value to the customer. However, if you examine each of these “fail proof” ways to sell to the customer you’ll find many of them focus on “The Product”….not truly on the customer. While the perception and cliché sales talk of “identifying customer needs” is the goal of each of

these “brain-washing” methods, we as sales professionals truly have to take a step back and reflect on what we’re really trying to accomplish

when attempting to bring true “Value” to the customer.

The next few slides I’ll attempt to present ways YOU can have the most impact with your customers

by directly “Selling Customer Value”….and not just your product!

Page 4: Sell “CUSTOMER VALUE”……instead of your product!

SELLING “CUSTOMER VALUE”

Closing

Feature/Benefit Selling

CreatingDialogue

Opening

Usage Unawareness

Evaluation/Trial Awareness

SCVHandling

Objections

CallPlanning

Page 5: Sell “CUSTOMER VALUE”……instead of your product!

WHY SHOULD I SELL “CV”? More focus on addressing/driving “customer

solutions”

Encourages “Active Listening” by taking in inventory and fully understanding customer needs

Easiest way to Build a “Partnership” and “Collaboration” process that’s based on TRUST

Will help to develop better foundational selling skills that’s built on the foundation of “LISTENING”

Page 6: Sell “CUSTOMER VALUE”……instead of your product!

THE TYPICAL REP VS THE “VALUED REP”Typical Representative Looks the same Acts the same Says the same cliché

things Gives “canned”

presentations based on their needs

Placed in “seller’s box” by customer (This is a big issue)

Valued Representative Listen’s first! Drives mutual

discussion Not just uncovers

needs, but immerses in those needs

Creates professional partnership

Willing to be “Educated” versus “Educating”

Page 7: Sell “CUSTOMER VALUE”……instead of your product!

WHAT SELLING TODAY LOOKS LIKE“Company Vision”

Is about meeting your customers’ needsby showing the VALUE your products and services

provide.

Notice it states “Value your products and services provide”. This statement is more

“Product Focused” versus “Customer Focused”

Page 8: Sell “CUSTOMER VALUE”……instead of your product!

FACTORS THAT EFFECT….

Global economy has effected the “Sales Business”, selling “Customer Value” first is critical to overcoming this real drawback

Customers regardless of industry have limited time to see sales reps, so capturing/attaining their attention is a challenge

“Gate Keepers” have raised roadblocks even higher getting to decision makers

Sales rep more concerned about selling product rather than determining “Customer Value” first

Page 9: Sell “CUSTOMER VALUE”……instead of your product!

WHAT SHOULD BE THE GOALS? Create professional and engaging approach to

selling that is based on providing “Customer Value”

Drive behavioral change that encourages deeper customer engagement that bolsters integrity, trust, empathy, and confidence

Move customers through buying cycle to achieve a commitment to action that relates to “Customer Value” needs-based solutions

Page 10: Sell “CUSTOMER VALUE”……instead of your product!

BASIC SALES PROCESSPurpose of a Sales Call

Gain Commitment/Make Sale

• To understand customers’ challenges• To identify needs• To provide solutions and value• To create a partnership

Page 11: Sell “CUSTOMER VALUE”……instead of your product!

SELLING “CUSTOMER VALUE”

Closing

Feature/Benefit Selling

CreatingDialogue

Opening

Usage Unawareness

Evaluation/Trial Awareness

SCVHandling

Objections

CallPlanning

Page 12: Sell “CUSTOMER VALUE”……instead of your product!

WHAT IS THE CUSTOMER BUYING CYCLE?

Unawareness

AwarenessEvaluation/Trial

YourGoal!

Usage

Page 13: Sell “CUSTOMER VALUE”……instead of your product!

SELLING “CUSTOMER VALUE”

Closing

Feature/Benefit Selling

CreatingDialogue

Opening

Usage Unawareness

Evaluation/Trial Awareness

SCVHandling

Objections

CallPlanning

Page 14: Sell “CUSTOMER VALUE”……instead of your product!

CALL PLANNING Use buying cycle to set short-term and long-term

SMART call objectives

Determine “Customer Value” needs-based solutions

Plan/Prepare objectives and questions – find out how and why the customer is in their current predicament

Anticipate/Prepare for possible objections and questions

Establish timing to gather commitment to action

Page 15: Sell “CUSTOMER VALUE”……instead of your product!

WHY CALL PLAN BEFOREHAND? Sales can be a “Self Fulfilling”…what you

prepare/expect can be a reality

It helps you organize before call what you’d like the “Customer” to accomplish before your accomplishment (a new twist)

You have a finished document you can revisit after sales call, and determine what you were able to accomplish

Allows you to get a head start on next pre-call plan

Page 16: Sell “CUSTOMER VALUE”……instead of your product!

WHAT IS A CALL CONTINUUM? Pre-call planning – defines the objective for the

next call based on the outcome of the prior call, the opening, possible inquiries and objections, and next actions

Post-call analysis – describes the outcome of the call, what resources were used, if the objective was achieved, questions and objections that arose, and agreed-upon next actions

Page 17: Sell “CUSTOMER VALUE”……instead of your product!

SELLING “CUSTOMER VALUE”

Closing

Feature/Benefit Selling

CreatingDialogue

Opening

Usage Unawareness

Evaluation/Trial Awareness

SCVHandling

Objections

CallPlanning

Page 18: Sell “CUSTOMER VALUE”……instead of your product!

LETS START WITH POOR OPENINGS!

“How is Product X doing?”

“I would like to talk with you today about Product X.”

“Is Product X still working well for you?”

“Anything I can do for you today?”

Page 19: Sell “CUSTOMER VALUE”……instead of your product!

WHY TAKE “THE OPENING” SERIOUSLY?

1st impression is EVERYTHING in the sales business….a poor opening doesn’t make for a favorable 1st impression

Customers’ time are limited….a poor opening cuts that time in half

Establish upfront to the customer that you are there to provide “Customer Value” by serving their interest

Page 20: Sell “CUSTOMER VALUE”……instead of your product!

SELLING “CUSTOMER VALUE”

Closing

Feature/Benefit Selling Creating

Dialogue

Opening

Usage Unawareness

Evaluation/Trial Awareness

SCVHandling

Objections

CallPlanning

Page 21: Sell “CUSTOMER VALUE”……instead of your product!

Trust

Character Competence• Maturity• Reliable• Respectful• Positive Intent• Genuinely Cares

• Experience • Product Knowledge• Market Knowledge• Solutions Oriented• Articulate

CREATING DIALOGUE THRU BUILDING“BUSINESS RELATIONSHIPS”

Page 22: Sell “CUSTOMER VALUE”……instead of your product!

GALLUP SALES ANALYSIS

Customers who felt strongly positive about their sales representatives were 12 times more likely to continue repurchasing the product . . . evidence

showed an emotional connection or attachment was important . . . price was not a significant driver of

repurchase intentions.

Smith and Rutigliano,Discover Your Sales Strengths, 2003

Page 23: Sell “CUSTOMER VALUE”……instead of your product!

THE 3 ELEMENTS OF COMMUNICATION

ListeningObserving

Inquiring

Page 24: Sell “CUSTOMER VALUE”……instead of your product!

“INQUIRING” VERSUS “PROBING”Why “Inquiring” is more effective than “Probing”:

“Inquiring” encourages 2-way dialogue…”Probing” is one-sided questioning

Both parties can “Inquire” of each other which solidifies more “Trust”

“Inquiring helps both parties understand and validate customer needs

This form of “Inquiry” can move the conversation in a direction that solves customer predicaments

Page 25: Sell “CUSTOMER VALUE”……instead of your product!

“INQUIRIES” THAT ARE NEEDS-BASED Are intended to identify or clarify customer

needs…which initiates “Customer Value”

Increase importance or place value on customers’ needs

Gain additional information specific to needs and problems

Lead customer to solutions by overcoming needs and problems

Page 26: Sell “CUSTOMER VALUE”……instead of your product!

LISTENING IS SO IMPORTANT!! People are on average only about 25 percent

effective at listening

The number one reason why customers dislike salespeople…..salespeople don’t “Listen”

Unfortunately, very few people ever work on this skill

The most fundamental aspect of selling is to listen to customers’ needs

Page 27: Sell “CUSTOMER VALUE”……instead of your product!

YES, THERE ARE LISTENING LEVELS!

Level 3 Level 2 Level 1

Page 28: Sell “CUSTOMER VALUE”……instead of your product!

LEVEL 3 LISTENING

Listening in spurts

Half-listening

Quiet, passive listening

More interested in talking than listening

Page 29: Sell “CUSTOMER VALUE”……instead of your product!

LEVEL 2 LISTENING

Hearing, but not really listening

Not seeking to understand meaning

More concerned about content than feeling

Page 30: Sell “CUSTOMER VALUE”……instead of your product!

LEVEL 1 LISTENING

Total “Active Listening” that’s without outside distractions and is focused on communication from

other participant

Page 31: Sell “CUSTOMER VALUE”……instead of your product!

APPLYING LISTENING SKILLS

If you really want to know what is on your customers’ minds and what is really important to them, a

structured approach to listening may help.By developing a clear pre-call plan, you can have the

preparedness to listen to the needs of your customers.

J. Stengel, A. Dixon, and C. Allen,“Listening Begins at Home,” Harvard Business Review

Page 32: Sell “CUSTOMER VALUE”……instead of your product!

WHAT EFFECTIVE “LISTENING” LOOKS LIKE Patience……active listening

Not just taking in main ideas…applying back those main ideas

Not being distracted and paying attention to total communication, including nonverbal cues

Suspending own thoughts and feelings

Page 33: Sell “CUSTOMER VALUE”……instead of your product!

SELLING “CUSTOMER VALUE”

Closing

Feature/Benefit Selling

CreatingDialogue

Opening

Usage Unawareness

Evaluation/Trial Awareness

SCVHandling

Objections

CallPlanning

Page 34: Sell “CUSTOMER VALUE”……instead of your product!

FEATURES & BENEFITS AFTER THE FACT The “Feature” is the characteristics of the product

or service….this is presented after identifying the true “Customer Value”

The “Benefit” does align to the “Customer Value” which helps address the customer predicament

“Customer Value” should appropriately have linkages to the features and benefits of the product

Page 35: Sell “CUSTOMER VALUE”……instead of your product!

SELLING “CUSTOMER VALUE”

Closing

Feature/Benefit Selling

CreatingDialogue

Opening

Usage Unawareness

Evaluation/Trial Awareness

SCVHandling Objections

CallPlanning

Page 36: Sell “CUSTOMER VALUE”……instead of your product!

TYPES OF COMMON OBJECTIONS

Misunderstanding – customer is misinformed about information presented on a product

Drawback – customer is not using your product because of existing negative feature

Skepticism – customer doubts or behaves with incredulity regarding information presented

Page 37: Sell “CUSTOMER VALUE”……instead of your product!

HANDLING OBJECTIONS MODEL1

Clarify: When appropriate, gather a better understanding of the objection and obtain

information and understanding

2Respond: After “Clarity”

and understanding. Provide information to handle

objection

3Check: Ensure you adequately addressed customer’s objection

4Expand: Continue with

call or close if appropriate

Page 38: Sell “CUSTOMER VALUE”……instead of your product!

SELLING “CUSTOMER VALUE”

Closing

Feature/Benefit Selling

CreatingDialogue

Opening

Usage Unawareness

Evaluation/Trial Awareness

SCVHandling

Objections

CallPlanning

Page 39: Sell “CUSTOMER VALUE”……instead of your product!

CLOSING IS ONLY SUCCESSFUL IF… There’s a GREAT call plan in place

Engaging and “Customer Value” oriented opening

Creation of dialogue that is based on “Customer Value”….and not product.

“Customer Value” has linkages to the feature & benefits which are the solutions to the customers’ predicament

Page 40: Sell “CUSTOMER VALUE”……instead of your product!

THE “FINISH LINE”…..CLOSING The beginning “Sales Process” when done

properly automatically presents the “Close”:

The customer’s commitment is gained throughout the sales process and the “Close”

should be an expected occurrence between the sales rep & customer. “Closing” is the agreed upon act that is based on “Customer Value”

Page 41: Sell “CUSTOMER VALUE”……instead of your product!

HELPING YOU BUILD “CUSTOMER VALUE” TOOL

Project includes:

Process Excellence project that will validate “Customer Value” tool

Voice of Customer with Sales and Marketing Selling Skills Optimization Team build and develop a

selling skills training model to meet corporate business goals

Provide industry benchmarks/best practices

Our firm can help you build a personalized “Customer Value”

tool that meets the needs of your company”

Page 42: Sell “CUSTOMER VALUE”……instead of your product!

If you’re interested in having us help you build a “Customer Value” sales tool that fits the

personality/culture of your company contact me directly at:

Andre’ HarrellPresident/CEO (AH2 & Beyond Consulting, LLC)

http://www.ah2andbeyond.com/[email protected]

(267)221-8529Blog:

http://thesalesprofessionalnetwork.blogspot.com/