precision selling basics
DESCRIPTION
If you master the lessons in this short but powerful presentation, you can double or triple your sales results within a week!TRANSCRIPT
Precision SellingJust the Basics….
Patrick McClure, CEO
What we need from You
Willingness to Change Open to Trying New Ideas Defined Goals & Objectives Your Commitment to Success
Our View of Sales
Selling equals Service Sell with Honesty, Integrity and
Compassion It’s not Hard Sell, it’s Heart Sell It’s leading people to take the
actions that they want to take
Barriers to Learning
Contempt Prior to Investigation You know it all Previous Training Unpleasant Experiences in the Past Not “Really Here” mentally Not committed and purposeful
Precision Selling
The LAWS of Precision Selling
Becoming a Rainmaker The 4 Biggest Mistakes all
Salespeople make Sell Value, not Features The 4 C’s Failure is Hard Work…KISS
Precision Selling Precepts
1. A Confused Customer Never Buys 2. Remember WIFT, not WIFM 3. Complexity Equals Failure4. Irresistible & Compelling5. Simple wins the Day
Your Biggest Competitor
INTERTIA
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
The Sales Ladder
Each Step in Sequence Sales Process Stalls when previous
steps are incomplete or missed Each Step has an Objective When push too hard, problems arise Rarely can you “fast flow” The precise effort at the precise time
FBV
Features & Benefits
Features Objective Characteristics Attributes of a Product or Service Tangible Answers the question “We Have”
Benefits Subjective Characteristics Advantages/Improvements derived from a
product or service Answers question “It Will”
Value Individualized characteristics Recognized improvement from a
product or service 3 Types of Value
Intangible (not quantified) Tangible (a number) Concrete (a dollar amount )
Answers question “Which Means”
FBV Chart FeatureWe Have
BenefitIt Will
ValueWhich Means
Missing out on Benefits
Benefit The Opposite Dilemma
Make a Profit Miss out on Profit
Improved Marketing Results Losing Market Share
Better Visibility & Sales Missing Potential Sales
More Durable Product Less Shrinkage
New Business Not getting new business
Unique Value Proposition
Unique Value Proposition
1. Who you Are, Where you Work2. What do you do and what value do
you bring to the table?3. What’s important (unique) about
that and WIFT4. Your typical customer5. Why Companies hire you/do
business with you Simple, Short and Memorable
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
Your Company or Group
4 Key Vertical Markets Industries
Create Delighted Clients
80% of new clients come from existing Client Referrals!
What’s your Client Retention & Satisfaction Strategy?
How are you helping your customers becomemore successful?
Tips to Expand your Existing Business
80% of New Business comes from your existing satisfied clients
Provide Services & Help Give WARM Referrals and Introductions Become the “Godfather” Regular contact (Newsletters, calls,
emails) Stay CONNECTED and ADD VALUE
Find your YES Crowd
Your Ideal Clients are already at YES
Market Map by Territory and Industry
Region, or Clusters of Opportunity Work with Marketing and PR to precisely
target campaigns
Let your YES Crowd Find You
Stop PUSHING them away with: Confusing Messages Negative Behavior Invalidation Failure to Listen Failure to acknowledge their ideas Lack of Understanding
Market Mapping Exercise
Total Account Listing (includes Roundtables and others)
Divide into Qualified Leads and existing Customers
Top 3 Target (s) by Industry Top 3 Target(s) by Location
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
Why Should they Meet?
You’re Interrupting their Day They have Gatekeepers They have Work to Do They don’t remember you They told you to call and they didn’t
mean it You are not a priority
Focus on the Customer
People do things for their reasons, not yours
Be Aware of their Environment Focus your attention and interest. Ask Intelligent Questions & Listen Courtesy, Persistence, and Timing
The Four Primary Motives
Gain Pride Pleasure Profit Security
Avoid Criticism/Ridicule Pain Loss Fear/Anxiety
Everything that has EVER been bought was due to one or more of these:
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
Building Trust & Rapport
Rapport is the cornerstone of the sales process
People buy from people they like and they trust
Their perspective, not yours Common Shared Realities Match their Energy & Emotion Interested, not Interesting
Artful Questioning
Your job now becomes asking intelligent questions and learning how to listen and probe for more.
Types of Questions: Open
Encourages customer to talk General InformationProspect provides detailed informationAvoids a simple yes or no answer“Who, What, When, Where, Why or How”
ClosedFinishes the conversation Narrows down choicesControls the sales callGenerates a short answer (“yes” or “no.”)
The 4 C’s Curious
Find out as much as possible about their business. Ask many open-ended questions and show you are interested.
Change Find out what has changed in the past few months. Who transferred
out, who got promoted, what are the new product lines, how their business has changed, who’s the new manager?
Concerns What are the biggest issues they’re dealing with? What are they
worried about? What are they constantly having trouble with? Consequences
What are the consequences if (Problem X) is not solved? What impact are they feeling from (Issue Y)? What would happen if (Problem Y) does not get solved? How have they tried to solve it in the past?
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
Connect the Dots
Their Problems Concerns Worries Issues Their “Ruin”
Your Solution Your Unique Value
Proposition
Sharing the Benefits
Testimonials & References Avoid diving into too much detail Focus on the Business Benefits Stress Value, Value, Value
Stories
A Powerful form of Invisible Selling Move people emotionally Increase Rapport Suspend Time Can be used to
Set Appointments Handle Objections During the Close Sharing Benefits
Testimonials
Use Liberally Social Proof Technical Proof Pictures, Video, Quotes These can seal the deal
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
Preparing the Sales Presentation
Needs Analysis Completed Decision Making Process Understood Who is in the Audience? WIFM? Possible Objections to Anticipate What are your Objectives? What are your Client’s Objectives?
Sales Presentation: Delivery
Trust and Rapport Open with Key Issues 3-5 “Chunks” delivered:
Their Pain Your Story Objection Handled
Recap Benefits and Value Deliver your Offer Close
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
Proposal Guidelines
Executive Background Clear Objectives Deliverables are Specified Timelines Performance Metrics Pricing Terms & Conditions
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
Objections: the REAL Buying Signs
Resistance can be handled by identifying the customer’s concern. There are 4 common types of objections: 1. A question – A Request for more information
Solution: Provide an Answer2. A Stall – need for urgency does not exits
Solution: Provide information that is quantifiable
3. A Reason – attempt to remain in current comfort zone, unsure what we offer
Solution: Make prospect comfortable with us and what we offer.
4. A Turndown – prospect does not see valueSolution: clarify using data gathering and
move to Objection Handling System.
Objection Handling System
1. Actively Listen with Empathy 2. Paraphrase/Restate
“Thank you, I think I understand, but let me just repeat to be absolutely certain…”
3. Question/Clarify the Objection“Do you mind if I ask a couple questions just to clarify in my mind…..”
4. Answer it with a Benefit“Now I understand what you’re saying and why it’s so important. I think the following might help….”
5. Confirm it’s handled
Handling Objections
Anticipate and Plan for Objections Objection Handling is part of the
sales negotiation No objections = No Sale The True Objection is often hidden Beware the Invisible Objection
Common Objections
I need to think about it Money/budget/finance issues Need to talk it over with ___ Fax me some information Call me later There’s not enough Proof/Research/Data Your price is too high We tried it and it didn’t work I never buy at first exposure (trade show special) I want to do more homework
Don’t Give Up
Every “no” brings you closer to a “yes” 48% of all sales people give up after the
first contact 25%/12%/5% give up after 2nd, 3rd and 4th
contact Totals 90%…so only 10% are left * That’s where 80% of Sales Happen !
*Source: Dartnell Corporation, Chicago IL
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
The Close
“The Close is the natural conclusion to a well delivered sales presentation.”Eric Lofholm
The Irresistible Offer
Clear and Compelling Summarize Unique Benefits ROI for their Company Pricing and billing options Guarantees Any special Bonuses Create Urgency Ask for the Order
Key Closing Rules
A Satisfied Customer Will Never Buy Why would they ?
A Confused Customer Never Buys What ????
Only ask for the Order when they’ve completed the rest of the steps
When you ask a Closing Question, Shut UP!!!
Part of the Language of Persuasion is Silence
Closing Principles
It must be beneficial to both parties. It meets a critical business need Customer recognizes the problem must be solved. It concludes the deal and finalizes the transaction. 3 Reasons why People Avoid the Close:
Fear of Rejection Thinking it’s personal (“No” is not a personal rejection) Waiting, and waiting, for the perfect time
How to Close and Win a Client
Close the Right Person Part of qualifying (an earlier step in the sales process) is to ensure you are dealing
with the decision maker.
Close at the Right Time Only do a final close when the time is right and you’re almost positive the decision
maker is ready to say “yes.”
Remember to Listen Customers will many times indicate to you they are ready to proceed and finalize
the transactions. If you aren’t listening, you will miss these clear buying signs.
Allow your Customer to Close If the decision is correct and the time is right, they will literally close themselves.
Listen and allow this to occur.
Confirm the Close Validate the customer and confirm the transaction. Reinforce the correctness of
the decision and broadcast the decision as wide as possible.
7 Closing Techniques Ask for Agreement to Proceed.
“I’ve enjoyed talking with you. It looks like we’ve covered just about everything, so I’d like to recommend we proceed….” (the direct approach)
Assumptive Close (most common) Simply assume that the customer will buy your product/service and is ready to move forward. Hand
them the order form, or ask for their credit card # in a matter-of-fact voice.
Turn a question into a Close Customer asks if you can deliver it by next Wednesday. “If I can get your order processed today,
that shouldn’t be a problem.”
Trial Close Customer asks if your product/service can do something and you know it’s important to them. “If
we could do ______, are you ready to move forward?”
Recap Benefits, then proceed Summarize the benefits and the final item is their agreement to proceed.
Schedule of Events/Timeline They have a deadline for delivery/implementation. The order must be placed today to meet that
deadline.
Either/Or Would you like delivery Friday, or would next Tuesday be acceptable/
The Sales Ladder
Qualified Prospect
Set Appointment
Needs/Opportunity
Building Value
Sales Presentation
Proposal
Handle Objections
Closing
Delivery
Lead
Value
Deliver a Great Service
Monitor the Delivery Ensure all is smooth and on time Capture the Success Stories Get Testimonials Arrange for Referrals Remember to Upsell
To Your Success!
Patrick [email protected]
Office:(949) 858-0755Cell: (949) 683-7144
www.connexiagroupcomAuthor of
“Precision Selling: 21 Winning Strategies to Achieve Peak Performance,” and “Find Lost Revenue: Uncover Hidden Causes to
Common Sales & Marketing Problems.”