salestraining11222222222222222222222.ppt

training

1. SalesTraining
Refresher

2. Topics
–TheConceptofSales
–Traditionalvs.Modern
Selling
–AIDA/AIDCA
–SPINSelling
–HandlingObjections
–TheThreeStrategies

4. WhydoweSELLand
whatisit?

5. FromtheGreekword
“helein”
“to
take”

6. TheOldandtheNew
Traditional
–Knowledge
–Sales-person
–AdditionalservicesasAddedValue
–Valueisjudgedaccordingto
sellingprice
Modern
–Strategy
–Partner/Enabler/WholeOrganization
–Customer’s opportunities/ decision
making/evaluationasAddedValue
–Valueisjudgedaccordingtothecost
tothecustomerplusnon-financial

7. TheOldandtheNew
Traditional
–benefitsof
supplyextendto
productsand
servicesonly
–sellerknowsthe
business
customers'needs
Modern
–benefitsofsupplyextendway
beyondproductsandservices,to
relationship,continuity,and
assistance
–sellerknowstheneedsofthe
businesscustomers'customersand
partnersandsuppliers

8. TheOldandtheNew
Traditional
–Acquire
NEW
customers
TO
SELL
Modern
–Nurturingexisting
customers/
CustomerRetention,
communitybuilding
TO
HELP

10. AIDA

11. AIDAProcess
–Somethingfirstgetsourattention;ifit'srelevanttous
weareinterestedtolearnorhearmoreaboutit.Ifthe
productorservicethenappearstocloselymatchour
needsand/oraspirations,andresources,particularlyifit
isspecial,unique,orrare,webegintodesireit.Ifwe
arepromptedorstimulatedtoovercomeournatural
cautionwemaythenbecomemotivatedorsusceptible
to
takingactiontobuy.

12. Attention
–Gettingtheotherperson'sattentionsetsthetone:firstimpressionscount,
sosmile-evenonthephonebecausepeoplecanhearitinyourvoice-be
happy(butnotannoyinglyso)benatural,honestandprofessional.
–Ifyou'renotinthemoodtosmiledosomepaperworkinstead.Ifyourarely
smilethengetoutofselling.
–Gettingattentionismoredifficultthanitusedtobe,becausepeopleareless
accessible,havelessfreetime,andlotsofcompetingdistractions,sothink
aboutwhenit'sbesttocall.

13. Attention
–Gimmicks,tricksandcraftytechniquesdon'twork,becauseyourprospective
customers-liketherestofus-areirritatedbyhundredsofthemeveryday.
–Ifyouarecallingonthephoneormeetingface-to-faceyouhaveaboutfive
secondstoattractattention,bywhichtimetheotherpersonhasformed
theirfirstimpressionofyou.
–Despitethetimepressure,relaxandenjoyit-expectmostlytobetold'no
thanks'-butrememberthatevery'no'takesyouclosertothenext'okay'.

14. Interest
–Younowhavemaybe5-15secondsinwhichtocreatesomeinterest.
–Somethingbeginstolookinterestingifitisrelevantandpotentially
advantageous.Thisimpliesalot:
–Thepersonyouareapproachingshouldhaveapotentialneedforyour
productorserviceorproposition(whichimpliesthatyouorsomebodyelse
hasestablishedatargetcustomerprofile).

15. Interest
–Youmustapproachtheotherpersonatasuitabletime(i.e.it'sconvenient,
andthataspectsofseasonalityandotherfactorsaffectingtiminghavebeen
takenintoaccount)
–Youmustempathisewithandunderstandtheotherperson'ssituationand
issues,andbeabletoexpressyourselfintheirterms(i.e.talktheirlanguage).

16. Desire
–Thesalespersonneedstobeabletoidentifyandagreetheprospect'ssituation,
needs,prioritiesandconstraintsonpersonalandorganizationallevels,through
empathicquestioningandinterpretation.
–Youmustbuildrapportandtrust,andapreparednessintheprospect'smindto
dobusinesswithyoupersonally(thusdispellingtheprospect'sfeelingsofdoubt
orriskaboutyourownintegrityandability).
–Youmustunderstandyourcompetitors'capabilitiesandyourprospect'sother
options.
–Youmustobviouslyunderstandyourproduct(specification,options,features,
advantages,andbenefits),andparticularlyallrelevanceandimplicationsforyour
prospect.

17. Desire
–Youmustbeabletopresent,explainandconveysolutionswithcredibilityand
enthusiasm.
–Thekeyisbeingabletodemonstratehowyou,yourownorganizationand
yourproductwillsuitably,reliablyandsustainably'match'theprospect's
needsidentifiedandagreed,withinallconstraints.
–Creatingdesireispartskillandtechnique,andpartbehaviourandstyle.In
modernsellingandbusiness,trustandrelationship(the'you'factor)are
increasinglysignificant.

18. Commitment
–Askiftheyagree
–Iftheydonotagree,askwhyandprobe
–Tellthemthatyouarecommittedtohelpthemandfindtherightsolution
totheirneeds
–Alwaysgiveassuranceandfollowthroughit

19. Action
–Thebettertheprecedingthreestageshavebeenconducted,thentheless
emphasisisrequiredfortheactionstage;infactonafewrareoccasionsin
thehistoryoftheuniverse,asaleissowellconductedthattheprospect
decidestotakeactionwithoutanyencouragementatall.
–Alwaysclosethesalewithanaction
–Tellthemwhattodo.Schedule?Payment?Sendusanemail?Contactus
againat?

20. SPIN®Selling

21. SPIN®It!
S-Situation-thecustomer'scircumstances
P-Problem-adifficultyforthecustomer
I-Implication-thedifficultycausesmoreserious
disadvantage/cost
N-Need(orNeed-payoff)-thedifficultymustbe
solved(bytheseller'soffering)

22. In other words…
–Discuss,understandorexplainthesituationwiththeprospect.
–Nextidentifya/theproblemthatexistsorcouldarise.
–Explain,discussorunderstandtheimplicationoftheproblemforthe
prospect'sbusiness(howtheproblemproducesasignificantorganizationalor
businessdisadvantage,whichisthereforeanopportunitytoachievemajor
organizationalorbusinessimprovement).
–Thiseffectivelycreatesaneedoropportunitytorectifytheproblem(byselling
thesalesperson'sproduct/service)-the'payoff'.

23. HandlingObjections

24. ObjectionyourHonor!
–Thebestwaytohandleobjectionistopreventit.
–CombineAIDAandSPIN.
–Yourquestionsmustbepatternedtoletyourcustomersaywhattheir
problemisandhowitmustbesolved.Basically,youarehelpingthemsolve
theirownproblem.Allyouneedtodoisreinforcetheproblemandthe
solution.
–“Why doyousaythat?",orbetterstill,“What makesyousaythat?”

25. ObjectionyourHonor!
-Probeanduseopenendedquestions.Useyourquestionstoyouradvantage.
-"Iunderstandwhythatcouldbeanissue,canIaskyoutotellmemoreabout
whyitisandwhat'simportantforyouhere?..“
-DonotusethewordBUT.
-Feel-Felt-Found-"Iunderstandhowyoufeel/whyyoufeelthat...//Other
customershavefeltjustthesame/that...//andwhen...theyhavefoundthat...“
-“Imagine mam/sir that you’ve already paid this, how do you see your
son/daughter/yourself being serviced by AHEAD? … Exactly sir/mam, and that has
always been our promise.”

27. Strategy1
HoleintheBucket

28. StoptheLeak!
–Get the customer’s email address including their parents/guardians
–Whenyoureceivethememoforthecompanydiscounts/offers,emailthem
immediately(existingcustomers).TheyMUSTknowitfirst!
–Oldclientswhohavenotrenewedtheirservicesmustbeemailedalso.Send
theoffersandthediscountsfromthememo.
–Takeownership.TheseareMYcustomersandIamresponsiblefortheir
welfare.
Iwillhelpthem.
–FOLLOWUP,theSALEisneverconcluded!After-SalesProcess!

29. Strategy2
BuildYourCommunity

30. Leaders,Champions,Winners!
–Start by identifying “The Leader”
–TransformtheLeaderintoaChampion
–PrioritizetheChampionineverything,offertothemthemostdelicious
discounts,freebies,theearlybirdpromos.Theymustknowfirst.
–Gethisfeedback.Askhisopiniononhowwecanimprove.Valueandtake
goodcareofhim/her.
–MakehimrealizethatheistheChampionofthiscenter.Askhishelpto
spread
thewordandinvitehisfriends
–Monitorandbuildthem,establishapersonalleveloftrustandconfidence

32. Strategy3
Conversion

33. FromNon-BelieverstoFollowers!
–Whenreceivinginquiries,answerthecustomerimmediately.Thecustomer
comesfirst!
–Asarule,inboundinquiriesaretheeasiesttoconvert.RememberAIDA?
ProceedtoDesireStageimmediately!Probe,SPIN,Offer,Close!
–Alwaysprovideanalternativewhenyoucannotprovidetheoriginalinquiry.
Thisisyouropportunitytoupsell,cross-sell, or create an opportunity. Don’t
give up!
–Iftheycannot/willnotbuynow.Offerthemthediscount.IfstillaNO,gettheir
permissiontoallowyoutosendthemourmailers/offersetc.Adelayedsaleis
stillasale!

35. Tips
–"I'vefoundareallyusefulwaytodealwithapriceobjectionisto
askthecustomer;'Ifwewerethesamepriceas(insertother
quotehere)wouldyoubuyfromus?'Whenthecustomersays
yes(whichtheynormallydo),askwhy.Theywillthenlistallthe
USPs/benefitsthatsparkedtheirinterestinyourproductandyou
canexplainthatyourpriceiswhatitisbecauseofthosebenefits
theyjustlisted.Formostpeoplethisconvincesthemofthevalue
inyourproduct."(A.Hollingworth-11May2009)

36. Tips
–'Diagnosebeforeyouprescribe'...Salespeople
shouldseethemselvesasproblemsolvers,and
tosolveproblemscorrectly,theymustfirst
understandthenatureoftheproblemthey
intendtosolve."(JPearson-12May2009)

37. Tips
–"Therearetwosalestipsthatwillmakepeoplerich.Allyouhavetoremember
aboutbusiness-persuasionarethetwokeyfacetsofhumanpersonalitythat
comeintoplaywhenwe'rebeing'sold'to:1)Weallplacemoreimportanceon
thewordsthatcomeoutofourownmouthscomparedtothewordswehear
comingoutoftheseller's,and2)Weallplacemoreimportanceonthethe
thingsweaskthesellertoprovidecomparedwiththeunrequestedthingsthat
thesellerfreelyoffersus.So,whenweareselling,ourkeyquestioningtactic
mustbeaimedatgettingthecustomertosaywhatwe'redyingto'tell'him.
Andthentogetthecustomertoaskusifwecanprovidethesolution(which
weknowishiddeninourbag).(BobEtherington-Feb2010)

38. Thankyou.
Don’t Sell. Help.