Selling Skills About Training… ¶New information ¶Reinforcement of positives ¶Recognition of negatives Learning comes in 3 forms:

Selling SkillsSelling Skills

About Training… About Training…

New informationNew informationReinforcement of positivesReinforcement of positivesRecognition of negativesRecognition of negatives

Learning comes in 3 forms: Learning comes in 3 forms:

The Sales Process

The Sales Process

1.1. Target AccountTarget Account

2.2. Qualifying CallQualifying Call

3.3. Appointment-Setting CallAppointment-Setting Call

4.4. Sales Call(s)Sales Call(s)

5.5. First Use/InstallationFirst Use/Installation

6.6. Back to step 4Back to step 4

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Target Accounts Target

Accounts Good program?Good program?Enough?Enough?Significant?Significant?All reps?All reps?Buy-in?Buy-in?Progress?Progress?

Qualifying/Appointment

-Setting Calls

Qualifying/Appointment

-Setting Calls Collectively known as “cold-calling”Collectively known as “cold-calling” Everyone proficient, including Everyone proficient, including

YOU? If not, teachYOU? If not, teach ScriptScript Objections/TurnaroundsObjections/Turnarounds Don’t intrude-stereotypical salesmanDon’t intrude-stereotypical salesman See yourself thru customer’s eyes See yourself thru customer’s eyes

Cold-Calling Cold-Calling

Scares most salespeople because:Scares most salespeople because:

THEY TRY TO ACCOMPLISH TOO THEY TRY TO ACCOMPLISH TOO MUCH!MUCH!

Target Accounts Target

Accounts

Qualifying CallsQualifying Calls

Appointment Setting Call

Appointment Setting Call

Appointment Setting Call

Appointment Setting Call

The Five Step Sales Call

The Five Step Sales Call

IntroductionIntroductionProbe for NeedsProbe for NeedsPresentationPresentationManagement of Management of ObjectionsObjectionsCloseClose

Consider Yourself a … Consider Yourself a …

““Doctor of Selling”Doctor of Selling”

1. Exam2.Diagnosis3.Treatment

1. Exam2.Diagnosis3.Treatment

IntroductionIntroduction

Five Steps of an Introduction

Five Steps of an Introduction

NameName CompanyCompany Appropriate SociabilityAppropriate Sociability

ProductiveProductive Purpose for Being TherePurpose for Being There Up-front BenefitUp-front Benefit

Up-Front BenefitUp-Front Benefit

VERY important – Why? VERY important – Why? Bold!Bold!

ProbingProbing

SeguesSegues

Smoothly moving from one step of Smoothly moving from one step of the call to the nextthe call to the next

Getting customer to “buy in”Getting customer to “buy in” Needed to move to:Needed to move to:

ProbingProbingDemo/PresentationDemo/PresentationCloseClose

Segue into Segue into Probing:Probing:

In order to determine if we can benefit you In order to determine if we can benefit you like we have for St. Mary’s Hospital, I just like we have for St. Mary’s Hospital, I just need to ask you some questions about your need to ask you some questions about your current program; would that be ok? Would current program; would that be ok? Would

you mind if I took some notes?you mind if I took some notes?

Why Probe?Why Probe?Why Probe?Why Probe?To obtain valid information about others To obtain valid information about others

- - Needs, Ideas, Opinions, Feelings, etc.Needs, Ideas, Opinions, Feelings, etc.

To increase receptivity - To increase receptivity - prepare for changeprepare for change

To develop and maintain positive To develop and maintain positive rapport - rapport - mutual trustmutual trust

To increase involvement and To increase involvement and understandingunderstanding

Why Probe?Why Probe?Why Probe?Why Probe?

As much for customer as you!As much for customer as you! Easier to sell someone something they needEasier to sell someone something they need Keep in mind, they may not know they need itKeep in mind, they may not know they need it Ask questions for which you already know the answerAsk questions for which you already know the answer

ProbingProbingProbingProbing Most important step!Most important step! Most underdeveloped step!Most underdeveloped step! Don’t assume (different answers)Don’t assume (different answers) Don’t quit earlyDon’t quit early Don’t underestimate the power of the word whyDon’t underestimate the power of the word why Sometimes it’s just the wording – customers (people) won’t just “cough up” what you want to hearSometimes it’s just the wording – customers (people) won’t just “cough up” what you want to hear Silence is OK, let questions sink inSilence is OK, let questions sink in

Types of Probes

OpenOpen

IntermediateIntermediate

ClosedClosed

Open ProbesOpen Probes - - Start the flow of informationStart the flow of information

Intermediate ProbesIntermediate Probes - - Continue the flowContinue the flow

Closed ProbesClosed Probes - - Obtain specific bits of information or actionObtain specific bits of information or action

Open ProbesOpen ProbesOpen ProbesOpen Probes

How do you feel about How do you feel about ……..…….. What do you look for in a What do you look for in a ….. …..

Give me your opinions on Give me your opinions on …... …... Tell me about your current Tell me about your current

floor care program.floor care program.

Intermediate ProbesIntermediate ProbesIntermediate ProbesIntermediate Probes Brief Assertion-Brief Assertion-

Neutral Phrase-Neutral Phrase-

Nod Head “I See”Nod Head “I See”

““Sure” “Uh Huh”Sure” “Uh Huh”

Thank you for sharing that information. Thank you for sharing that information. Tell me some more about. . Tell me some more about. .

Interesting, Interesting, whywhy do you say that? do you say that?

How many 5's do you use per How many 5's do you use per month?month?

What size container do you buy What size container do you buy your all purpose cleaner in?your all purpose cleaner in?

How many people will be at the How many people will be at the housekeeping group seminar?housekeeping group seminar?

Closed ProbesClosed Probes

Summarize results with summary Summarize results with summary probes:probes:So what I hear you saying is…If I understand you….

Lays groundwork for Lays groundwork for PresentationPresentation

Proves you were listeningProves you were listening

Before Leaving Probing Step…Before Leaving Probing Step…

PresentationPresentation

Time for another Time for another Segue: Segue: Into the DemoInto the Demo

Segue into Segue into the Demo:the Demo:

I’d like to get your opinion on a 2-minute I’d like to get your opinion on a 2-minute demodemo

Presentation:Presentation:Presentation:Presentation:

Simple equation:Simple equation:

Uncovered need + Presentation on Applicable Product = A SaleUncovered need + Presentation on Applicable Product = A Sale

The transfer of knowledge and enthusiasmThe transfer of knowledge and enthusiasm

Presentation:Presentation:Presentation:Presentation: 3 Steps:3 Steps:

1.1. There are differences between me and my competitionThere are differences between me and my competition2.2. The differences between me and my competition are REALThe differences between me and my competition are REAL3.3. These differences AFFECT YOU in…These differences AFFECT YOU in…

Product usageProduct usage Labor Labor

Trial closesTrial closes

Taking customer’s temperature Taking customer’s temperature throughout sales callthroughout sales call

Does this make sense to you?Does this make sense to you?What do you think about this?What do you think about this?Can you see advantages in this?Can you see advantages in this?

Presentation:Presentation:Presentation:Presentation:

Relationship

ServiceValuePrice

Relationship

Service

Value

Price

RelationshipServiceValue

Price

Presentation:Presentation:Presentation:Presentation: Value is:Value is:

–PerformancePerformance–SafetySafety

How do you establish value for floor care?How do you establish value for floor care? Is it tougher to establish value for dilutables?Is it tougher to establish value for dilutables?

Telling Is Telling Is NotNot Selling Selling

The The Same Old Same Old Routine Sales Routine Sales CallCall

Salesman: “Here’s the product that will Salesman: “Here’s the product that will meet your needs: spitfire It’s is a meet your needs: spitfire It’s is a great cleaner and it can clean about great cleaner and it can clean about anything”, blah blah blah...”anything”, blah blah blah...”

Customer is thinking: I have to kick him Customer is thinking: I have to kick him out soon - I’ve got to pee!out soon - I’ve got to pee!

Adult LearningAdult LearningAdult LearningAdult Learning

Verbal Verbal 5-7%5-7%

Verbal + Visual Verbal + Visual 55%55%

Verbal + Visual + Verbal + Visual + Hands-On Hands-On 85% 85%

0 50 100

PresentationPresentationPresentationPresentation

What can we do What can we do besides telling?besides telling?

Management Management of of

ObjectionsObjections

MANAGEMENT OF OBJECTIONS

MANAGEMENT OF OBJECTIONS

AcknowledgeAcknowledgeProbeProbeAnswer ObjectionAnswer ObjectionGet ConfirmationGet Confirmation

MANAGEMENT OF OBJECTIONS

MANAGEMENT OF OBJECTIONS

What if you What if you can’t/get stuck?can’t/get stuck?

Give yourself a Give yourself a chancechance

ClosingClosingYou’ll get 0% of the orders you don’t ask forYou’ll get 0% of the orders you don’t ask for

One Last Segue: One Last Segue: Into the CloseInto the Close

Segue into Segue into Close:Close:

Based on what I’ve shown you, does this look Based on what I’ve shown you, does this look better than what you currently use?better than what you currently use?

ClosingClosing

Must “earn the right” to closeMust “earn the right” to close Customer expects you toCustomer expects you to Close for something – a Close for something – a

commitmentcommitment If no, WHY?If no, WHY?

Closing TechniquesClosing Techniques

Are you using many different Are you using many different techniques? Be honest.techniques? Be honest.

You need to – they are You need to – they are situationalsituational

ASK FOR ITASK FOR IT

Direct Close or Direct QuestionDirect Close or Direct Question

Why don’t you try it?Why don’t you try it? Can I have the authority to go ahead with Can I have the authority to go ahead with

the order?the order? When would you like delivery?When would you like delivery? How much would you need to get started?How much would you need to get started?

The Order Form CloseThe Order Form Close

Start off with the basic assumption that Start off with the basic assumption that the customer will buy…….. It’s the customer will buy…….. It’s only the details that need clarifying.only the details that need clarifying.

Question and obtain the customer’s Question and obtain the customer’s commitment on the different stages of commitment on the different stages of completing the order form.completing the order form.

At the final stage of the order...Ask for the At the final stage of the order...Ask for the OKOK or or ApprovalApproval - Not Signature - Not Signature

The Either / Or CloseThe Either / Or Close

It often helps to get the buyer’s final It often helps to get the buyer’s final agreement by asking which is the most agreement by asking which is the most acceptable of acceptable of alternativesalternatives offered.offered.

Would you like in Fives or in 55 gallon Would you like in Fives or in 55 gallon drums?drums?

Would you like your order delivered this Would you like your order delivered this week or next week?week or next week?

Would you need the Dispensing system?Would you need the Dispensing system?

The Half Nelson CloseThe Half Nelson Close

Use this close when the customer Use this close when the customer questions your product’s features or questions your product’s features or benefits, or you can help him/her solve a benefits, or you can help him/her solve a problem.problem.

To be used successfully, this close To be used successfully, this close requires good probing and good requires good probing and good knowledge of your product.knowledge of your product.

IfIf I can prove to you that _____ will I can prove to you that _____ will reduce your labor costs by 50%, will you reduce your labor costs by 50%, will you buy it?buy it?

DialoguesDialogues

Appointment-SettingAppointment-Setting Up Front Benefit StatementUp Front Benefit Statement About CompanyAbout Company ServiceService About ProductsAbout Products Others?Others?

The End?The End?

No. You HAVE TO continue No. You HAVE TO continue to develop these skills on to develop these skills on

your ownyour own