copyright © 2010 scott roy direct sales...

Copyright © 2010 Scott Roy Direct Sales Workbook

designed by

Whitten & Roy Partnership1 Great Suffolk Street

London UKSE1 0BL

www.WRPartnership.com

WELCOME TO HYDROLOGIC SALES SCHOOL

Purpose for the training class:To teach you how to be a Clean Water Expert so that you can make money by helping people get access to safe drinking water.

Objectives of the class:

1. Teach you to be a clean water treatment expert.

2. Give you knowledge about the product and the competition.

3. Teach you how to find customers and sell to them.

4. Learn how to develop happy customers.

5. Have a clear picture of what you will need to do to succeed.

How we are going to teach you:

1. In Sales School:

Teach you like a school, but a bit different

Demonstrate each step for you

Practice a lot in role-plays

We will coach you as you learn

2. In-Field Training:

Daily sales meetings and intensive training for 4 wks

Work often with your sales manager

Share learning with others on your team

Your Purpose for Sales School:

2 Copyright © 2010 Scott Roy Direct Sales Workbook

INFORMATION ABOUT HYDROLOGIC

The Company Vision and MissionVISION: To be a leading Cambodian social enterprise offering water filtration and sanitation products which will achieve financial success and sustainability and thereby also drive positive improvements in the overall health of the Cambodian people. MISSION: To gain and sustain a majority of the market share for scientifically proven water filtration and sanitation products and accessories in Cambodia by meeting and exceeding customer expectations and also providing affordable product solutions to the poor.

The Need

The Company

The Tunsai


3

YOUR PURPOSEWhy did you want to become a Hydrologic Clean Water Expert? Think of at least three reasons and write about each of them:1.

2.

3.


HOW TO CREATE RESULTS

All Results in sales that you create will come from a combination of three things that you will put into your work:

o Attitude – the clear distinction of “choosing to” do something versus “having to” do something

o Competence – the clear distinction between getting really good versus getting by

o Effort – the clear distinction between aligning your activity to your target versus staying busy

ACCELERATE YOUR PERFORMANCEYou can accelerate your learning and performance by learning how to manage your thinking while paying attention to A-C-E. You can manage your thinking most effectively by learning how to Split your Attention, which creates Present Moment Awareness, the highest state of learning.

BELIEVING WHAT IS POSSIBLEGreat things will happen for you because of your ability to manage A-C-E AND believing what is possible:

1. Split your attention

2. Focus on one distinction: A, C or E

3. Say aloud: “IT’S POSSIBLE FOR ME TO…”

4. Keep repeating it aloud until you feel a shift


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R A C E

5.

2. First you need to SOURCE your customers – in order to carry out your mission of helping families get clean water! The best way to do this is to visit them right in their own homes.

3. Second you need to explain to them what you’re doing. We call this the SELLING step because you are selling them on the product and what it will do for them. This is the selling step which involves:

a) Visiting families,

b) Learning what they know about clean water,

c) Explaining how you can help them do it safer, faster and affordably

d) Letting them buy from you.

4. The third step is SERVING. This is the “problem solving” step where you will SERVE the family again to make sure they are maintaining the filter properly and are pleased with the product. You also ask for referrals to other people who might want to buy, which leads to more SOURCING!


SOURCING ACTIVITIES

There are two kinds of Sourcing:

Passive Sourcing, which is to get the word out about your business.

1.

2.

3.

4.

5.

Active Sourcing, which is prospecting to find people to sell to.

1.

2.

3.

4.

5.

Our approach to selling the Tunsai:

1. We visit people in their homes

2. We see everyone so that means we will continue working in an area until it is finished

3. We return to provide follow up service and make sure people are using the filter properly

4. We get written testimonials and referrals from our customers


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5. CONNECTING 1: THE FIRST APPROACHFIRST APPROACH:

“Hello, Mrs. _________? My name is ______________ and I live in ___(village)___.

I’m a Clean Water Expert for this area, which means that I help families have safe water to drink so they can stay healthy.

I’ve got some important information to share with you – can we sit down so I can tell you all about it.”

Keys to successful Approaching

1. Be friendly and polite – use “sweet words”

2. Smile and look at people in the eye when you meet them.

3. Break eye contact while gesturing toward a sitting area and begin moving that direction

4. Sit down with your prospect as soon as possible

5. Never begin with: “I’m selling water filters, etc.” – instead use the words “I’m a Clean Water Expert” and describe what you do to help families.

6. Be confident in the way you stand, speak and act.


CLEAR™ SALES CONVERSATION

1. CONNECT with potential customers – This is the main method for sourcing your customers, approaching your prospects in their homes or businesses.

2. LEARN about their needs – Every family is unique, so listen for what their needs are first, and then apply what you know so you can then help them improve their situation. The LEARN step is mostly for the benefit of your prospects so that they can really understand the need for improving the safety of their water.

3. EDUCATE your prospects about safe drinking water habits according to what you learned in the previous step, and how the Tunsai will do this.

4. ASK them to buy – If you want people to buy from you, you must ask them to buy! Expect everyone to buy, but don’t be disappointed if they don’t.

5. RESOLVE any problems that prevent buying. Some people will say yes right away, while others either won’t be interested at all or aren’t ready to buy just yet. There is a problem that stands in their way from saying yes and this needs to be resolved.


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THE CLEAN WATER STORYBOOK

You use the CWSB to take each family through the CLEAR™ sales conversation

Why do we use the storybook?

1. It gives you an organized plan for your conversation.

2. It involves the prospect – it has a custom-made feel to it.

3. It tells a story that is easy to understand.

4. People buy when they really understand how the Tunsai will help them.

5. It makes you look professional and trustworthy.

6. It’s more effective than just talking.

THE LEARN STEP

1. To understand what your prospect knows about clean water practices.

2. To get a clear picture of how your prospect actually cleans and dispenses his water.

3. To help your prospect understand his needs.

Tips for the LEARN Step

1.

2.

3.

4.

5.

6.

7.


Keys to successful LEARNING

1. Never start by talking about the products you’re selling.

2. First, get to know a little bit about your customer – build rapport with him by finding out something in common you have with him/her.

3. Share the names of some of the people you have been visiting with. Use men’s names with men, women’s names with women, etc.

4. Use the CWSB as a path for the conversation. Use your own words to make it conversational and so that it fits with each prospect.

5. Listen carefully to the family as they describe how he treats water and wait until the EDUCATE step to provide your solutions.

6. The storyline of the CWSB is a learning conversation for your prospect too.


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EFFORT: PRE-CONNECT INFORMATION

Work your area strategically

1. Call on everyone – don’t assume who will be interested and won’t.

2. Work your area logically and systematically – don’t hop around.

3. Start the next day where you stopped working the previous day.

4. Draw maps and keep notes about they people you are going to meet.

5. Call back on people who were not at home.

How to get pre-connect information

1. Ask everyone you meet: “Who would I ask for next door?” and write down the family name on your hand-drawn map in your special Pre-Connect notebook.

2. Keep asking about the family name at each subsequent house and the ones across the road until they don’t know anymore, then come back to each home and get the details:

a. Do they have children and what ages?

b. What kind of work do they do?

c. When are they usually home?

d. Do they have a water filter? What kind?

3. Ask about the homes you’ve already visited to fill in information you still need.

4. Develop a system to mark those who have bought, not bought and not visited.

5. These maps and information are like gold. You can use them and keep using them for years to come.

6. Use the information to:


a. Call the prospect by name during Connecting.

b. Refer to his/her neighbours by name.

c. Prioritize who you are going to see next.

d. Call on people who already own water filters to get testimonials and referrals.


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CONNECT 2: THE SECOND APPROACH

Some prospects you approach will want more information from you before they will decide to sit down with you. They respond to you with an objection.

What “objections” might you hear?

1. Are you selling something?

2. I don’t have time.

3. I’m not interested.

4. I don’t have any money.

People tend to object when they are uncertain or fearful. They might have been busy doing something else when you arrived. So they need to make a decision to stop doing what they’re doing and spend time with you.

In nearly all objection situations they just need more information. But you never say, “I’m selling water filters”. By giving a little more information they often say yes to sitting down and learning about what you’re doing. Respond by giving more information, but never answer the objection directly.

Be “pleasantly persistent” and never argumentative:

I’m sorry, I guess you haven’t heard about me yet. As I said my name is ______________ and I’m visiting with all the families in the district to talk about how to improve the safety of their drinking water.

I’ve been speaking with the Li’s, the Pheng’s, and the Luy’s, and you were next. I think you’ll be glad I stopped by. Could we sit down for a few minutes so I can tell you more.

Keys to successful approaching:

1. Speak “low and slow”

2. Be service-minded: always remember that you are providing a very big service to this community

3. Be assumptive – that people will want to talk about this – don’t be timid or uncertain.


4. Be friendly and relaxed, especially when they object.


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MORE TIPS ON THE LEARN STEP1) Spend several minutes connecting with the prospect before you begin

sharing the CWSB. 2) Sit with your back against the chair to relax the prospect.3) Use names of the neighbors you’ve visited around them and tell one or

two stories that personalize your visit with them. 4) Arrange the seating so that your prospects are sitting together and you

are close by.5) Hold the CWSB by the spine and so that the prospects can easily see the

content6) Lean forward to show your CWSB content, sit back and pull the book

back in your lap when you want to talk a bit.7) Use your pen to point in the CWSB to keep the prospect’s focus.

COMPANY ORIENTATION 2: PRODUCT TRAININGWhy water contains bacteria and other harmful germs

How the Tunsai works to eliminate the problem


THE EDUCATE STEP

1. You’ve learned EXACTLY how the family treats their water and what is important to them during the LEARN step.

2. Now EDUCATE them about what you can do for them according to what you heard them say.

3. People buy what is important to them, so customise the presentation for each family.

4. Use a pen to point to things in your CWSB.

KEY OBSERVATIONS FROM THE DEMONSTRATION

1. Use their name

2. Talk about other people and use their names and stories

3. Ask questions

4. Give a clear picture of their current situation as it compares with the Tunsai

5. Give examples of others who have benefitted from the Tunsai

6. Don’t read word for word, but be conversational

7. Keep eye contact

8. Lean in to show key points, lean back to discuss them

SUCCESS HABITS

1. Work longer and harder so you can learn a lot quickly

2. Make 10 new presentations or more per day, each approx 20 minutes

3. Stick to a consistent schedule

4. Take responsibility and do what you say you’re going to do

5. Commit yourself to do what it takes


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ASK STEPS

Purpose of the ASK Steps:

1. Check the prospect’s level of interest.

2. Bring the conversation to a close in a logical way by helping the prospect make a series of decisions that lead to the buying decision.

3. Help the prospect be more comfortable with buying from you by telling him about other people who have bought.

4. Help the prospect understand the price of the Tunsai so it doesn’t surprise him.

5. Explain how you will do business with the prospect.

Key Actions

1. Ask questions that require a YES response and nod your head. E.g. “I’m sure you’d agree with me that it’s important to keep your family safe from disease, isn’t it.”

2. Use names and stories that closely match the prospect’s situation. E.g. Use men’s names when you are presenting to men.

3. Be assumptive and expect the person to say yes.

ASK Method

Follow the script from the last four pages of the CWSB.

1. Summarize the benefits of CWP and test their interest with an “ownership” question. E.g. “If you got the Tunsai from me, where would you set it up?”

2. Use testimonials and names of buyers to let the prospect know that others are buying or have bought too.

3. Compare the cost of the prospect’s current way of treating water to the cost of owning a Tunsai.


4. Explain how you do business, and close on a minor point. E.g. “Would you prefer to get your Tunsai today or would you like for me to deliver it tomorrow?”

RESOLVING BUYING PROBLEMSProspective buyers can hesitate buying, or object, for several reasons when you ask them to buy. The reason is that they are not unclear or unsure about something, such as:

1. Will they get their money’s worth from it?

2. Is there a better product on the market?

3. Do I really need it?

4. Does it really work? Is it good quality?

If they are thinking these or similar things they will almost always tell you in different words. You’ll hear instead:

I need to think about it.

I can’t afford it.

I need to ask my spouse.

When people are uncertain, they’ll give you a “reasonable answer” but they usually won’t tell you the real reason. If they were sure they DIDN’T want to buy it they would simply say “I’m not interested” or “No, I don’t want it” after they’ve been given a presentation.


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When a buying problem arises:

1. Stay calm by splitting your attention

2. Realize the prospect has a buying problem that you can help them solve, but you need to understand it first.

3. They will need more information from you in order to make up their mind and resolve their buying problem. Sometimes it is simply repeating information that you’ve already shared.

4. Never answer the objection directly and never argue with a prospect.

5. When they say “no, I don’t want it” or “I’m not interested” after you’ve shown them the product, treat it as a legitimate “no” and stop. Ask for Pre-Connect Information, thank them for their time and go to your next prospect.

Step 1: Replay the objection using Precision Listening™ and then ask for further concerns they may have:


“Besides ______________, was there anything else stopping you from getting the Tunsai?”

Continue to listen and replay concerns until they are finished. Treat the very last concern as the real buying problem that must be dealt with.

Step 2: Review the key features that interested the prospect:

“What appealed to you the most about the Tunsai, it’s quality or how easy it is to use?”

[prospect answers “easy to use”]“Why is the fact that it is easy to use important to you?”

[prospect answers]“What advantage would that give you and your family?”

[prospect answers]

Step 3: Reveal new information that will address the real buying problem. Then share a story or testimonial of a person who solved a similar problem.

Step 4: Request a new decision, first by getting “yes” responses to two questions, such as:

“Can you see why so many families have been so pleased with the Tunsai?”

[prospect answers “yes”]

“Like Mr. Li said, I want my family safe and this is a small price to pay for that peace of mind, wouldn’t you agree?”

[prospect answers “yes”]

“Great, in order to get you started I just need the correct spelling of your family name…”

Step 5: (if needed) Repeat the cycle if the prospect raises another problem to solve.


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REFERRALS

1. Referrals are high quality sources of new business. The relationship is what makes them so valuable – people buy on the approval of others.

2. Ask for referrals when a customer buys from you:

“Do you have family in the area? I’ll be glad to stop by to tell them about the health benefits of the Tunsai. Who should I stop and see in the area?”

3. You should also ask for referrals when you return to see your customer in 4-5 weeks for the service call, even if they’ve already given you referrals:

“Have any of your friends, neighbours or family noticed your new Tunsai? Have you given them a taste of the water? What did they think? I’ll be glad to stop by and see them.”

4. Write down their names, contact details and directions to their house in a special referral section of your Pre-Connect notebook.

5. Don’t drive more than 10 minutes to see a referral – just wait until you work into that area.

6. If the referral is an area you haven’t worked, get pre-connect information for the area, including drawing a map.

7. If the referral buys from you, do the “T” method to call on the people on either side of the referral and across the road immediately.

8. Customize your approach to include the name of the person who made the recommendation when you approach a referral.


CONNECT 3: THE THIRD APPROACH

Sometimes a prospect will object a second time. When this happens, say the following:

“I apologise if I’ve caught you at a bad time, but I’m supposed to speak with everyone in the area, so let me tell you just a little about what I’m doing. First of all, how do you treat your drinking water?”

“The reason I ask is that I’m talking to everyone about how to increase the safety of their drinking water…”

[Open the CWSB and begin showing the prospect page 1 and engage in a stand up presentation for a couple of pages.]

“Could we sit down for a few minutes so I can share the rest of this with you?”

Key points to remember:

1. Try to spark interest quickly.

2. Use names of people who you have visited and the people who’ve bought water filters (yours or a competitors).

3. Be sensitive to people who give a time objection to test if it is real – If so, then make an appointment and come back

4. If they choose not to continue to talk with you, thank them for their time and get Pre-Connect information.

When the buyer isn’t home:1. If the decision-maker isn’t home, tell the person who is home that

you will come back later. Ask for the best time to return.

2. Then ask how they treat their drinking water. If they boil, do they collect their own wood or do they buy charcoal?

3. Ask for Pre-Connect information about the next houses before you leave.


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TESTIMONIALS AND STORIES SELL

The impact of testimonials and stories on prospects1. Makes the need more real and understandable.

2. People are influenced MORE by what their neighbors do than you.

3. Testimonials and stories convey emotion, which moves people to buy.

4. Local stories have the biggest impact.

Collect testimonials from every customer, including people who have bought filters from competitors.

1. Ask every customer why he or she bought the Tunsai. Ask people whom you meet who own filters what benefits they’ve seen.

2. Ask if you may write down their story and then do so.

3. Read it back to them and ask if they’d be willing to sign their name to their testimonial so that you can help other families get past any fear about buying a filter.

4. Keep very good care of these testimonials and use them while selling. Show them to your prospects – this will build trust in you.

5. If you don’t have one already, When you visit them again in 4 or 5 weeks, ask for a testimonial then.

You can create your own stories using P-A-R method: 1. Problem – describe briefly the problem faced by the customer before

owning Tunsai.

2. Action – describe the action they took when they bought Tunsai,

including anything they needed to overcome

3. Result – describe the results they got

Example:

“I work very hard and was tired of always having to gather firewood to boil my water. One day a Hydrologic person came to my home and showed me the Tunsai and how easy it is to use, so I bought it. Since then I’ve always enjoyed cool, clean, sweet water with very little effort. I’m very happy with my Tunsai.”


FEATURES AND BENEFITS

A Feature is: a prominent characteristic of something

A Benefit is: what the prominent characteristic will do for you

Features Benefits

1. People buy because of the benefits a product provides, not its features.

2. The salesperson must make the features of the product become real to the customer by translating each feature into a benefit.

3. You do this by using the magic phrase “which means that…”


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GIVING GREAT SERVICE

What is great service?

1. Do what I say I’m going to do and when I’m supposed to do it.

2. Return phone calls the same day if possible.

3. Set appointments, keep them and be on time.

4. Ask my Manager to help if I am unsure or I am dealing with a problem I don’t know how to handle.

5. When I don’t know the answer to something, say so, and then find out the answer.

6. Visit all buyers within five weeks from when they’ve purchased to show how to clean and maintain Tunsai properly.

Why give great service?

1. They’ll develop confidence and trust in me as a CWE.

2. They’ll spend money with me again when another product is on offer.

3. They’ll recommend and refer their friends to me.

4. I’ll be more successful, make more money and be proud of myself.

It’s your reputation

a. You are building a business reputation – either good or bad – it is based upon what you say and do.

b. People like to do business with people they like and trust – you either build up or tear down that trust by every action that you take.

c. You can do many good things and only one bad thing, yet the bad thing is what your clients will remember.

d. Always deliver more than what you promise.

e. Great service will provide a great reward for you and your family over time.


PRODUCT COMPETITION AND MARKET RESEARCH

BOILING

MINERAL POT

RDI

CAMBODIAN RED CROSS & NGOS

OTHERS

MARKET RESEARCH SHOWS…

1.

2.

3.


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COMPANY ORIENTATION: FIELD LOGISTICS

HOW YOU’LL GET STARTED

MEETINGS

1. Daily

2. Weekly

REPORTING

1. Daily

2. Weekly

3. Sales visits

HOW YOU MAKE MONEY AND GET PAID

1. Training Allowance

2. Expense Allowance

3. Commission


copyright © 2010 scott roy direct sales...

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