Transcript Document 7929967

Selling is just a conversation
Sales Course
Chris Allen
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Course Objectives
At the end of this course you will understand:
The sales meeting process
Where you are in the process
What to do next to make the sale happen
These objectives will be achieved by creating a
common sales language.
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P I S T D C
Interest
Survey
Test
Demonstrate Close
Prepare
Each element is the step up which a sales meeting must
go to take us to the final goal of the sale.
Each step is a measure of the quality of the relationship
between your companies
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P I S T D C
Preparation
Why prepare?
How do you prepare?
Research methods
When do you prepare?
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P I S T D C
Planning the call
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P O C
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P I S T D C
– Who I am
– What connects
me to the meeting
– Who and what is
my organization
– Minimum info
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P O C
Premise
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P I S T D C
 Seek commitment
“Ideally I want him/her
to...” (an action)
Seek their
agreement to the
objective at the start
Close on the call
objective
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P O C
Objective
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P I S T D C
How will I present
my case
What do I want to find
out
How will I ‘switch on’
the prospect/client
Which objections can I
expect
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P O C
Content
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P I S T D C
Planning the call
P O C
Premise Objective Content
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P I S T D C
Preparation
Summary
Preparation saves time and creates an
environment where you can run a focussed and
purposeful sales meeting.
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P I S T D C
Gaining a prospect’s interest?
It depends on their position
Departmental Manager
Finance Director
IT Director
Head of Treasury
Buyer
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P I S T D C
Keep personal and company introductions to
a minimum
Demonstrate your interest in the client
Outrageous claims may have to be backed by proof !
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P I S T D C
Develop interest with benefits
 Do not get obsessed with features,
 But know your product’s capabilities.
What’s our best asset?
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FEATURE
SO WHAT?
BENEFI
T
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P I S T D C
Personality Types
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..or how to make
sure that your
behavior does
not stop you
from being
successful!
P I S T D C
Personality Types
Selling is straight forward but not
easy because people buy from
people they:
Respect
Trust
Like
or feel comfortable with
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P I S T D C
Personality Types
In any sales situation you must:
Make the buyer feel comfortable
Build rapport
You must modify your
personality to suit your
buyer.
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P I S T D C
Personality Types
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Dominant
Detached
Dependant
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P I S T D C
Personality Types
No-one is 100% of one
Buyers emphasize different traits
in different circumstances
Good sales people moderate their
own traits to succeed with each
personality type
In a first meeting this is critical
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Dominant
Detached
Dependant
P I S T D C
Personality Types
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Dominant
Detached
Dependant
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P I S T D C
Personality Types
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Dominant
Detached
Dependant
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P I S T D C
Personality Types
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Dominant
Detached
Dependant
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P I S T D C
Personality Types
Write down a neutral
interest statement.
Amend it to suit a:
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Dominant
Detached
Dependant
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P I S T D C
Non verbal communication
Any message is:
7% Verbal
38% Vocal
55% Non-verbal
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P I S T D C
Non verbal communication
The verbal channel is primarily used for
conveying information
The non-verbal channel is used for
negotiating interpersonal attitudes
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P I S T D C
Non verbal communication
Expressions are the easiest non-verbal signals to read:
“It was written all over her face”
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P I S T D C
Non verbal communication
Zones
Intimate
15-46cm
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Personal
46cm-1.2m
Social
1.2-3.6m
Public
over 3.6m
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P I S T D C
Non verbal communication
Hands to face:
The mouth-guard
Nose touching
The Ear rub
The neck scratch
Evaluation gestures
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P I S T D C
Non verbal communication
Arms
The standard arm cross
The reinforced arm cross
The arm grip
Legs The cross
The figure four leg lock
The ankle lock
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P I S T D C
Non verbal communication
Head positions:
- Neutral
- To the side
- Forward and down
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P I S T D C
Non verbal communication
Body positions:
- Inclusion
- Exclusion
- Body pointing
Feet:
Where are they pointing?
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P I S T D C
Non verbal communication
Look for inconsistencies between the
verbal and non-verbal messages
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P I S T D C
P I
D C
Sales people who ignore the Survey and Test phase
do so at their peril!
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P I S T D C
P I
D C
They do not understand the real circumstances
and find that the sale is full of surprises!
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P I S T D C
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How?
 By getting the client to talk about:
 their business and concerns
 what would make the business more successful
 By seeing the client’s business:
through their eyes not our business through their eyes
 By removing our filters and asking open questions:
listening and summarising
 By not selling nor giving detailed product presentations
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P I S T D C
What are you surveying?
The needs:
 of the individual
 of the company as a whole
How he/she will evaluate:
 the need
 the options open to them
The organizational maps:
 political
 power
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P I S T D C
What are the real needs & are they going to do anything?
Use SPIID:
Situation
Problem
Implication
Ideal
Do
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P I S T D C
What are we Testing?
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P I S T D C
Use...
The answers help to:
Qualify the individual
Qualify the prospect
Establish how far in the
buying process they have gone
Identify your next steps
M
A
N
D
A
C
T
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oney
uthority
eed
ecisions
bility
ompetition
imescale
P I S T D C
Summary
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P I S T D C
What is the trigger?
When you have
satisfied them of the need for a solution
to their problem
understood their decision criteria
identified who is involved in the decision
making process
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P I S T D C
The aim
Get their agreement that you can meet their needs
and gain agreement to proceed
At the start, tell them that this is your objective.
At the end, ask them if you have achieved this.
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P I S T D C
How?
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P I S T D C
Objections
It’s too expensive!
It’s too complicated!
I’ll have to think about it...
It doesn’t have the functionality of ...
I don’t have the time to develop the system.
I’ll have to get the legal dept to check this...
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P I S T D C
Reasons behind objections
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P I S T D C
Guidelines
Relax and listen
Welcome objections, they are signposts in the sale
Respect the prospect’s right to ask questions
Practise your responses to standard objections
Use CCAC
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P I S T D C
Overcoming objections
C ushion
C larify
A nswer
C lose
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P I S T D C
Cushioning
You will:
Make the prospect feel less tense
You will appear to be more reasonable
You will gain time to prepare to ‘clarify’
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P I S T D C
Clarifying
Your answer will be responsive to the
prospect’s real concerns
You will increase the prospect’s confidence in
you
The prospect becomes less defensive and tells
you their real objections
You will gain time to prepare your answer
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P I S T D C
Answering
Be clear and concise
Use examples/references
Watch for consistency response vs reaction
.....
.....
NOW CLOSE!
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P I S T D C
Closing
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P I S T D C
Success
Every meeting must have an action orientated objective
stated clearly at the beginning.
Close by asking if the objective has been achieved.
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P I S T D C
After
Keep Quiet
&
Wait
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