building student enrollment at providence the critical value of producing sales august 26, 2015

Building Student Enrollment at ProvidenceThe Critical Value of Producing Sales

August 26, 2015

Workshop Overview

Encountering potential students & Understanding Customer Relationship Management

Performing Well in Sales Sales Process Model

Encountering Potential Students

Points of Contact – “Touchpoints” Critical Success Factors

• Challenges• Opportunities

PAIBOC Tool• Purpose• Audience• Information• Benefits• Objections• Context

Face-to-Face

Website Inquiry

Email/Text

Phone

Customer Relationship Management (CRM)

Customer Relationship Management Broadly defined as “Building and maintaining profitable

customer relationships by delivering superior customer value and satisfaction.” (Kotler, Armstrong & Cunningham)

How does Providence achieve Customer Value? • (Perceived value being the customer’s evaluation of the difference between all the

benefits and all the costs)

How does Providence attain Customer Satisfaction? • (Extent to which a product’s perceived performance matches or exceeds a buyer’s

expectations)

Customer Relationship Management Simple formula or mystery?• “A lot of people have fancy things to say about customer

service…but it’s just a day-in, day-out, ongoing, never-ending, unremitting, persevering, compassionate kind of activity.” (CEO of L.L. Bean)

Are all customers equal?• Customer Valuation & Customer Needs

Performing Well in Sales

Imagine a world without salespeople

Exercise

1. Ask yourself: What words come to mind when I think of myself as a salesperson?

Exercise

2. Listen to the response that arises inside your head:

Exercise

2. (a) If you find you’re thinking words like helpful, partner, problem-solver, relationship builder, mutual benefit - congratulations. You have the core mindset of a successful 21st century salesperson.

Exercise

2. (b) If your thoughts are running more along the lines of words like rejection, pushy, fake, annoying, unwanted, manipulative, scary – I suggest you continue on to step 3.

Exercise

3. What could you say to yourself that’s more positive and hopeful about the idea of you as a salesperson – yet still feels true to you?

Exercise

4. Once you’ve come up with more supportive (yet still believable) self-talk, you’ll need to remind yourself to use it as a more accurate and helpful alternative whenever your old, unhelpful self-talk muscles its way toward the front of your brain.

Expectations of Salespeople

By yourselves – earning a living, maintaining employment, job satisfaction

By your employers – feeding the pipeline, so the company survives

By the customer

What Salespeople Do

Salespeople act on behalf of their companies by doing the following:•Creating value for their firms’ customers•Managing relationships•Relaying customer and market information back to their organizations

Product Commitment Natural outcome of a well planned and executed sale process

(not manipulation or arm twisting) However, it will not happen on its own Gain Commitment by:• Asking, asking questions is key, “is this something you’d like to try?”, “are

you ready to go ahead?”• Summarizing, “Is there anything else that’s stopping you?”, “Are there any

other concerns you have?”, document conversations• Offering choice, addressing needs and wants, present choices from the

information the customer shared with you earlier• Offering special features, for example, special discounts, a gift, or coupons.

A Sales Encounter

A Sales Encounter Structure0. Understand your goal for

this encounter• Ideal• Realistic• Acceptable

1. Make contact2. Find common ground3. Ask about their goals

6. Understand their goals7. Explain which of our programs fit their goals8. Ask them to take an action

9. Hear their objections10. Respond to their objections11. Again ask them to take an action

12. Thank them for their time

13. Write down results

Structure

0. Understand your goal for this encounter• Ideal• Realistic• Acceptable

Structure

1. Make contact2. Find common ground3. Ask about their goals

4. Understand their goals5. Explain which of our programs fit their goals6. Ask them to take an action

Structure

7. Hear their objections8. Respond to their objections9. Again ask them to take an action

10. Thank them for their time

11. Write down results

Putting It Into Action

A Sales Encounter Structure0. Understand your goal for

this encounter• Ideal• Realistic• Acceptable

1. Make contact2. Find common ground3. Ask about their goals

6. Understand their goals7. Explain which of our programs fit their goals8. Ask them to take an action

9. Hear their objections10. Respond to their objections11. Again ask them to take an action

12. Thank them for their time

13. Write down results

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