Transcript Ellen Equipment Corporation

THE SALES PROCESS
The Selling
Cycle
• Five Steps in the Cycle:
1.
2.
3.
4.
5.
Approach
Qualify – Needs Analysis
Presentation
Handling Questions and Concerns
Close
Motive Drives
Drives
Motive
Achievement (Ego Drive)
Low
High
Empathy
High
Low
Emotional Resilience
High
Low
Conviction
Low
High
Relentlessness
High
Low
Personality Traits
Engaging
Assuring
Compelling
Selling Cycle
Approach
Qualifying
Presentation
Handling
Questions
Close
Is it a Call or a
Contact?
• A sales call is an interaction that advances
the sales process.
– This includes:
•
•
•
•
Qualifying
Product Presentation
Answering Questions or Objections
Closing the Deal
Is it a Call or a
Contact?
• A sales contact consists of everything else.
– Messages left
– Initial meeting where qualifying is not done
– Stopping by for relationship development
– Etc.
Sales Activity
Process
• Sales Contacts
• Sales Calls
• Sales Quotes
• Closings / Sales
Quality of Calls
• The quality of sales calls are reliant upon:
– Product Knowledge
– Communication Skills
– Sales Skills
Seven
Qualifying
Questions
1. What equipment do you currently have?
2. What do you like / dislike about the
equipment you have? And the company or
organization that is servicing it?
Seven
Qualifying
Questions
3. Has anyone else ever serviced your
equipment?
4. What do you like / dislike about the
companies that have serviced your
equipment? (or provided parts for it?)
Seven
Qualifying
Questions
5. Describe the following things in a perfect
situation for you?
 Product
 Dealer Relationship
 Service Arrangement
Seven
Qualifying
Questions
6. How does your company make purchasing
decisions? (Do you use alternative
suppliers?)
7. When are you buying?
Product
Presentation
• Review the Product Features
– You should use sentences that begin with:
• “It has…”.
• Review the Benefits of the Product(s)
– You should use sentences that begin with:
• “Which does…”.
• Refer to the Buyer Frame of Reference:
– You should use sentences that begin with:
• “Thus, you get…”.
Handling
Objections
• Demonstrate Empathy
– I’m glad you brought that up… it’s a good question.
• Restate the Objection
– “So your question is …”
– “What I hear you asking is …”
• Answer the Question
– Fashion the question so that it leads to a strong answer!
• Once You Finish the Question
– Go directly to the close!
Closing
Procedures
• During the presentation you should have
been able to perform some trial closings.
– You got the customer to agree on product
features.
– You got the customer to agree on product
benefits.
• This should allow you to go to the closing.
Closing
Procedures
• Now you should be able to:
• Ask for the order.
• Continue to build momentum of agreement.
• Refer back to the one feature the customer
really liked.
• Push for the order.
SELLING PRODUCTS
Selling The
Inspection
Selling
Maintenance
Plans
Selling Rental
Selling
Extended
Warranty
Selling Dealer
Labor Against
Customer Labor
$ 17.50 Customer Techn ician Wage Rate
$ 4.38 Benefits
$ 4.38 Supervision
$ 4.38 Tools & Inventories
$ 3.50 General & Administrative
$ 34.13 Total Expense Level
25%
25%
25%
20%
195.0%
$ 68.25 Application to Equipment Repair
50%
$ 136.50 Efficiency of Equipment Repair
(Knowledge & Factory Training)
50%
Painting a
Room
• Amateur – Gallon of Paint, Roller and a
Brush
• Professional
– Prepping the Room, Removing all Furniture
– Painting the Room, Extra Coats, Better Paint
– Replacing All Furniture, Clean Up, Touch Ups
Sales Skills
•
•
•
•
•
Approach
Relationship Skill
Qualifying
Listening Skill
Presentation
Story Telling Skill
Handling Objections Restating Skills
Closing
Negotiating Skill
“The Selling Cycle”
Role Playing
• Team Selling
• Know Your Prospect ?
• The Process
–
–
–
–
Qualify
Present
Handle Objections
Close