generating sales and customer retention
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‘Generating Sales & Customer Retention’
Presented by
Aidan Dye
Selling
“I find it useful to remember that everybody lives by selling something.”
Robert Louis Stevenson
What is selling?
Selling in not
The art of arresting someone’s intelligence long enough to extract
money from them.
The Best Sales Man We Ever Had…
…was the one who sold two milking machines to a farmer who only had
one cow!.......
Then this sales man helped finance the deal by taking the cow as a
down payment on the two machines!
What is selling?
Selling is controlling and influencing the whole of the decision making process, persuading the Client to come to a decision in their favour and yours.
What is selling?
Selling is controlling and influencing the whole of the decision making process, persuading the Client to come to a decision in their favour and yours.
The Buyer’s Motivation
People buy equally from fear of loss than from promise of gain
Murray Raphel
Emotions vs Logic
Emotions dominate
• Desire
• Fear / Caution
Whilst logic is trying to break through
People buy with their hearts and as well as their heads
Fear, overcome problems, desire, greater
health or happiness, make me look good,
more money
Sometimes People Don’t Know What They Need
Buyer’s Needs- Conscious- Unconscious
Our job is to understand their conscious needs and bring their unconscious needs to their attention – and then solve both!
• A skilled approach
• A thorough fact find
• A strategy or model
A Complex Sales Situation Demands…
A Consultative Selling Approach
Knowledge of Problem
Know
ledg
e o
f S
olu
tion
Low Hi
HiMost people start here
Where we want to get to is here
Our
start point
The Wonderful Paradox
I have more fun and enjoy more financial success when I stop trying to get what I
want and start helping other people get what they want.
Kenneth Blanchard
The One Minute Sales Person
The Customer Paradigm
“To sell John Brown,
What John Brown buys,
You have to see things,
Through John Brown’s eyes.”
Considering all this our primary focus must be…
…on the buyer’s perspective.
New Products &
Cross-selling
New Opportunities
Market Penetration
Finding New Clients
Clients
Pro
du
cts
Existing
New
New
Present
Finding More Business
Clients
Pro
du
cts
Existing
New
New
Present
New Opportunities
Finding New Clients
Cross Selling
versus
Finding More Business
Clients
Pro
du
cts
Existing
New
New
Present
New Opportunities
Finding New Clientsversus
Finding More Business
Clients
Pro
du
cts
Existing
New
New
Present
New Opportunities
versus
Finding More Business
Clients
Pro
du
cts
Existing
New
New
Present
versus
Finding More Business
Features and Benefits
• Features
• Advantages
• Benefits
• Weaknesses
Benefit Fluency
• People don’t buy features• They buy what the features do for them
– i.e. the benefits to them
• An advantage becomes a benefit only if the Client tells you they need it
• Otherwise lots of advantages only make you seem unsuitable
• Weaknesses only have to be less than the weakness of not taking the action!
Successful SellingStart with a completely open mind and explore:
• The Clients needs (conscious and unconscious)
• Problems and the implications of those problems
• Motivators (logical and emotional)• Relevance of AdvantagesUse a 2 Phased approach to get a full
understanding and to give yourself time to develop the ideal solution.
The Magic Formulae1. The best salesperson is the best
communicator
2. The best communicator is the best listener
3. The best listener is the best questioner
4. The best questioner is the person who- knows his/her unique product benefits
- encourages the client to talk about their problems
- causes the client to reflect on the implications of those problems
- leads the client to identify the product as the solution to the problems
Customer Retention
The Communication Code
Words 12%
Tone 28%
Body Language 60%
_____
100%
The Customer Perception Ladder
How do patients regard their G.P.?Do they think he/she is:
Level 4 – “We have worked together on a programme that has had a significant impact on my long term health”
Level 3- “Lots of useful and relevant advice”
Level 2 – “Useful leaflets containing stuff I probably know, but must read one day”
Level 1 – “Renewer of prescriptions”
Level 1
The Customer Perception Ladder
Level 2
Level 3
Level 4
“I needed to lie down in a darkened room
afterwards”
“What a hassle it is dealing with them”
“Helpful, pointed us in the right direction”
“Has made a vital contribution to a key business objective”
Bringer of problems
Bringer of leaflets
Provides some good
advice
Business Partner
Moving Up The Customer Perception Ladder
To Level 2 - sell the benefits of what UKTI’s products and services can do for them
To Level 3 – set out what you can do to help your Clients achieve their business objectives
To Level 4 – Follow the Relationship Approach:
• Understand the Client’s Motivation, their problems, and the implications of these problems
• Use a Consultative Approach• Develop strong relationships with all key decision
makers• Make recommendations of ‘solutions’
Components of the sale
‘S’ selling
‘s’ selling
• Product
• Financial
• Motivation
Personality
Conditions
Product
Motivation
Financial
P
M
F
Type of Product
Our Product
EmotionalLogical
Cost
Price
Financial rationale& justification
PaymentsBudget
Condition - fact‘afford it’
Total sale £Value for money
Objection – opinion‘worth it’
Confidence, desire, fear
FeaturesBenefitsSupport
Differentiators
Needs and wants forSuch a service
(Conscious & unconscious)
Client Account Plans
What goes into an Account Plan?
• ‘Pain’
• Implications
• Position on Key Account Ladder
• What potentially will they buy? – (when? value?)– Check against ‘Components of Sale Model’
• Longer term strategy & opportunities
• Objectives for next meeting/actions
Customer: Meeting date:
Contact(s): : Where Am I On the Customer Perception Ladder?
How Do I Move Up? What are their logical / emotional motivators? What Is Their Pain / Are Their Needs (Conscious and Unconscious)? What Are The Implications of These? What Potentially Will They Buy To Solve These Problems (when / value) Sold! Opportunity Discussed Product 1 Product 2 Product 3 Product 4
What Are The Benefits To The Client That Solve These Problems?
Objectives For Forthcoming Meeting:
Current / Future Possible Opportunities
4 Different PersonalitiesTo Appeal To
DominantActive
UnassumingPassive
ExtravertPeople Minded
IntrovertTask Driven
Prom
oter Facilitator
Anal
yst
Controller
Make themlook good
Good for theirPeople
TheNumbers
TheChallenge
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