Transcript Selling Skills - Fairlane Services
Selling Skills
About Training… Learning comes in 3 forms:
New information Reinforcement of positives Recognition of negatives
? %
The Sales
1.
Process
Target Account 2.
Qualifying Call 3.
Appointment-Setting Call 4.
Sales Call(s) ? 5.
First Use/Installation 6.
Back to step 4
Target Accounts
Good program?
Enough?
Significant?
All reps?
Buy-in?
Progress?
Qualifying/Appointment -Setting Calls
Collectively known as “cold-calling” Everyone proficient, including YOU? If not, teach Script Objections/Turnarounds Don’t intrude-stereotypical salesman See yourself thru customer’s eyes
Cold-Calling
Scares most salespeople because:
THEY TRY TO ACCOMPLISH TOO MUCH!
Target Accounts
Qualifying Calls
Appointment Setting Call
Appointment Setting Call
The Five Step Sales Call
Introduction Probe for Needs Presentation Management of Objections Close
Consider Yourself a …
“Doctor of Selling”
1. Exam 2.Diagnosis
3.Treatment
Introduction
Five Steps of an Introduction
Name Company Appropriate Sociability
Productive
Purpose for Being There Up-front Benefit
Up-Front Benefit
VERY important – Why?
Bold!
Probing
Segues
Smoothly moving from one step of the call to the next
Getting customer to “buy in”
Needed to move to:
Probing
Demo/Presentation
Close
Segue into Probing:
In order to determine if we can benefit you like we have for St. Mary’s Hospital, I just need to ask you some questions about your current program; would that be ok? Would you mind if I took some notes?
Why Probe?
To obtain valid information about others Needs, Ideas, Opinions, Feelings, etc.
To increase receptivity change prepare for To develop and maintain positive rapport mutual trust To increase involvement and understanding
Why Probe?
As much for customer as you!
Easier to sell someone something they need Keep in mind, they may not know they need it Ask questions for which you already know the answer
Probing
Most important step!
Most underdeveloped step!
Don’t assume (different answers) Don’t quit early Don’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 hear Silence is OK, let questions sink in
Types of Probes Open Intermediate Closed Open Probes - Start the flow of information Intermediate Probes - Continue the flow Closed Probes - Obtain specific bits of information or action
Open Probes
How do you feel about ……..
What do you look for in a …..
Give me your opinions on …...
Tell me about your current floor care program.
Intermediate Probes
Brief Assertion-
Nod Head “I See” “Sure” “Uh Huh”
Neutral Phrase-
Thank you for sharing that information. Tell me some more about. . Interesting, why do you say that?
Closed Probes
How many 5's do you use per month?
What size container do you buy your all purpose cleaner in?
How many people will be at the housekeeping group seminar?
Before Leaving Probing Step…
Summarize results with summary probes:
So what I hear you saying is…
If I understand you….
Lays groundwork for Presentation
Proves you were listening
Presentation
Time for another Segue: Into the Demo
Segue into the Demo:
I’d like to get your opinion on a 2-minute demo
Presentation:
Simple equation:
Uncovered need + Presentation on Applicable Product = A Sale
The transfer of knowledge and enthusiasm
Presentation:
3 Steps:
1. There are differences between me and my competition 2. The differences between me and my competition are REAL 3. These differences AFFECT YOU in… Product usage Labor
Trial closes
Taking customer’s temperature throughout sales call
Does this make sense to you?
What do you think about this?
Can you see advantages in this?
Presentation:
Relationship R elationship Relationship Service Value S ervice V alue Price Service Value Price P rice
Presentation:
Value is:
–
Performance
–
Safety
How do you establish value for floor care?
Is it tougher to establish value for dilutables?
Telling Is
Not
Selling
The Same Old Routine Sales Call your needs: spitfire It’s is a great cleaner blah...”
Adult Learning
Verbal 5-7% Verbal + Visual 55% Verbal + Visual + Hands-On 85%
0 50 100
Presentation
What can we do besides telling?
Management of Objections
MANAGEMENT OF OBJECTIONS
Acknowledge
Probe
Answer Objection
Get Confirmation
MANAGEMENT OF OBJECTIONS
What if you can’t/get stuck?
Give yourself a chance
Closing
You’ll get 0% of the orders you don’t ask for
One Last Segue: Into the Close
Segue into Close:
Based on what I’ve shown you, does this look better than what you currently use?
Closing
Must “earn the right” to close
Customer expects you to
Close for something – a commitment
If no, WHY?
Closing Techniques
Are you using many different techniques? Be honest.
You need to – they are situational
ASK FOR IT
Direct Close or Direct Question
Why don’t you try it?
Can I have the authority to go ahead with the order?
When would you like delivery?
How much would you need to get started?
The Order Form Close
Start off with the basic assumption that the customer will buy…….. It’s only the details that need clarifying.
Question and obtain the customer’s commitment on the different stages of completing the order form.
At the final stage of the order...Ask for the OK or Approval - Not Signature
The Either / Or Close
It often helps to get the buyer’s final agreement by asking which is the most acceptable of alternatives offered.
Would you like in Fives or in 55 gallon drums?
Would you like your order delivered this week or next week?
Would you need the Dispensing system?
The Half Nelson Close
Use this close when the customer questions your product’s features or benefits, or you can help him/her solve a problem.
To be used successfully, this close requires good probing and good knowledge of your product.
If I can prove to you that _____ will reduce your labor costs by 50%, will you buy it?
Dialogues
Appointment-Setting
Up Front Benefit Statement
About Company
Service
About Products
Others?
The End?
No. You HAVE TO continue to develop these skills on your own