how to sell - build powerful selling skills & win customers
DESCRIPTION
Given a choice between a company with a great product and a poor sales team, and a company with a mediocre product and a great sales team, go for the latter” – John Paterson John Paterson CEO, Really Simple Systems slides about How to Sell, first delivered to London Business School on March 3rd, 2014TRANSCRIPT
Build powerful selling skills & win customers
(How To Sell)
John PatersonCEO, Really Simple Systems
A Salesman
Definition of “Selling”
• Getting the Purchase Order
• Closing the Deal
• Converting a prospect into a customer
• According to Wikipedia:
Copyright © 2014 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 3
“Sales, finance and operations are the only functions that are indispensable to a corporation”
“The top person at a company is usually the CEO, who is also the top salesperson”
Who can sell?
• Anybody can sell– But Type A personalities enjoy it!
• Personality Traits– Good interpersonal skills– Brave/Brash
• There’s a process, not magic
The Sales Process
• Qualification
• Fact Finding
• Demonstration
• Objection Overcoming
• Close
Qualification
Qualification
• Decision Maker?• Budget?• Product Fit?• Time scale?
Fact Finding
Fact Finding
• Does the prospect know what he or she wants?• Check that features you don’t have, aren’t deal
breakers– Or qualify out
• Suggest features that are your USPs• Confirm
Demonstration
Demonstration
• Make sure you cover all the key needs discovered in Fact Finding
• Don’t spend time showing unwanted features
• Confirm fit as you go along• Ask for feedback at the end
Objection Overcoming
Objection Overcoming
• Typical Objections– Price is too high– Not 100% Fit– Company too small– Prefer the competition
Close
The Close
• Direct Close– “Are you ready to go ahead?”
• Assumptive Close– “Let me fill out this order form and then you can get
going.”• Conditional Close
– “If we can meet all your requirements within budget, will you go ahead?”
• Alternative Close– “Do you want the red one or the green one?”
• Puppy Dog Sale– “Try it free for 30 days, no obligation!”
In Reality
• Qualification, Fact Finding and Closing happen all throughout the sales process– ABC – Always Be Closing
• Decision Makers suddenly need approval– “My boss just needs to rubber stamp
my recommendation”• Prospects change their minds
The Human Factor
• First sell yourself, then the company, then the product
• People buy from people– Body Language– Empathy & Credibility
• People have personal as well as corporate goals
• “People don't buy things for logical reasons, they buy for emotional reasons.” Zig Ziglar
Conclusion
• Selling is a fundamental life skill• Selling is just a process
– But you need people skills• Without Sales, nothing happens• With a good sales person, the prospect
should not notice that he or she is being “sold” to.
“Given a choice between a company with a great product and a poor sales team, and a company with a mediocre product and a great sales team, go for the latter” – John Paterson
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