super colossal sales performance enhancement
TRANSCRIPT
presented by:Drew Cameron
Super Colossal Sales Performance Enhancement
Don’t Miss Out!Continuing Education Credits KY, AL, OHConsultant’s Corner in Exhibit Hall
Town Hall Rapid Fire Sat 8:30 am Rm 309Comfortech Idol
Thurs. 4:15 pm Rm 317Fri. 8:00 am Rm 323Sat 10:15 am Rm 309 FINALS!!!
Today’s ObjectivesWhat is Sales Performance Enhancement?Just the facts, NO FLUFF!
Real world things you can do upon your returnTime-tested to generate results – GUARANTEED!
Get the tools you need for success emailedOpen your eyes to what you should be doingRealize your company’s true potential
Why Are You Here?Are you frustrated with salespeople’s performance?Are you getting the revenue you desire for the leads you generate?Do your salespeople lose sales your company deserves?Do you get the same results no matter what you do?
Why Does This Happen?Top Salespeople tend to be people-oriented, not task-orientedSales is a series of tasksSalespeople tend not to be efficient with their time and energyManagement must fill this void and help manage time and keep track of things
Realize…This is not overwhelming or technicalYou must get back to basicsImplement these proven solutionsThe little things make the differenceYou will experience “Super Colossal”
It’s All A Matter of Perspective
Proof Is In The Stats10% = You will never sell10% = Not sell due to company positioning25% = Show up and be professional
10-30% = Close on first visit25% = Offer better value & uniqueness15% = Buying incentives & Show affordability10% = Limit opportunities and track leads75% = Maximum realistic closing ratio
Proof Is In The Stats98% of salespeople do not follow a consistent integrated differentiated sales process95% of customers say salespeople talk too much93% of salespeople volunteer a price discount/reduction without being asked97% of salespeople “bail out” on a sales call without making multiple “closing” attempts87% of prospect inquiries are NOT followed up appropriately by salespeople
Proof Is In The StatsIndustry average closing ratio ranges
Technician quoted system sales20-25% closing ratio
Technical-based selling25-28% closing ratio
Traditional feature & benefit selling30-35% closing ratio35-45% closing ratio with scripted presentation
Proof Is In The StatsIndustry average closing ratio ranges
Differentiated Relationship SellingCustomer, not company or product centricElicits an emotional bond to solutionAllows customer to discover RIGHT solutionTurns needs to wants and wants to must havesCustomer must have regardless of price55-75% closing ratioOver 75% closing ratio = Priced too low!
Realizing strengths, weaknesses, threats, and opportunities
Increase the number & play to your strengthsMinimize the number & strengthen weaknessesExploit opportunitiesAvoid, remove or minimize threats
Leveraging every resource for maximum resultsRealize you can’t get blood from a stoneSystematizing & documenting everythingTracking and accountability
What Is Sales Performance Enhancement?
Is This How You Feel?
What Can We Do?Sales Management Initiatives
Everything starts with our peoplePut best people in positions to make playsA house built on weak foundation will fall downRecruit properly and continuously…Build pride, ego, self-esteem and resiliencyMake them rejection-proofCoach away head trash and self-limiting beliefsCoach away hope - Hope IS NOT a strategy!
Paranoia fuels urgency and thus behavior
Sales Management InitiativesTech lead generation initiativesImprove communication Written job description
Clear expectationsDuties & ResponsibilitiesReport to whom?Expected office timePerformance objectives & Minimum standards Code of conduct as employee and salespersonWhat does it take to lose your job?What does a top producer have to do?
Top Producers Do The FollowingGet people to need and want, not just need, what they sellQualify & disqualify prospects appropriately
Deal with those ready, willing and able to buyDevelop deep relationships with prospects
Mutual trust, respect and commitmentEliminates objections & Gains commitment to get decision before presenting
Top Producers Do The FollowingConducts a thorough linear sales process with prospect doing most of the talkingQualifies completely
Presentation is only as good as qualificationFocuses on prospect’s reason for buying, not their own.Conveys desire to help prospect overcome their obstacles to reach their goals
Top Producers Do The FollowingAsks closing questions throughout process
Not at end or when they think prospect is readyTakes temperature periodically to gauge statusProspect closes themselves – DISCOVERY
Are determined and will not be deniedFailure is not an option2nd place is the first loserThis yields conviction and personal fortitude
Top Producers Sell Their Way Out of Oblivion
Top Producers don’t think like everyone elseSales is NOT a numbers game
Although we do track stats and measure performanceNOT about running leads/generating “proposals”More leads DO NOT equal more sales???Spend more time with fewer people for more $$$Salespeople DO NOT get paid for activitySuccess in sales is measured by the number of profitable sales you close ONLY!
Sales Management InitiativesReview install pricing and positioning
Tier Best, Better, Good, Basic pricingMulti-tier comfort-enhancing necessitiesProvide flexibility to mix & match for best fitOffer more compelling value-added propositions
Offer solutions to real problems – Dig’em UpOffer complete solutions, not band-aidsEnhance offerings with your company’s uniquenessOffer options, but with focus Additional distinctive products and services
Sales Management InitiativesCreate sales tools to help sellOffer equipment with certified ratings
Matched indoor & metering devicehttp://www.ari.orghttp://www.gamanet.org
Establish your U.S.P. or U.S.AReview service pricing to entice sale vs. repair when appropriate
Sales Management InitiativesCreate packages or bundle services
Safety and SecurityIAQ Treatment and Health EnrichmentComfort EnhancementEnergy SavingsEnvironmentally ConsciousHome AutomationPackage savings vs. a la carte
Show “with system” savings vs. “at a later date”
Sales Management InitiativesBetter marketing
Better creative & media and message balanceLead taking, scheduling and allocation
Sales Coordinator handles everythingLead tracking and daily reporting
What happened & “What happens next?”Sales Call Objectives Did they interview “real” prospectDo they know key decision making criteria
Sales Reporting & Performance Boards
Consider These Facts56% of salespeople not being coached properly57% of salespeople want more coaching32% of sales managers are considered to be outstanding coaches by their salespeople.A survey of 278 business executives found that the #1characteristic of effective sales managers is coaching skills.60% of salespeople want better coaching from their sales managers
Coaching Is CriticalCoach is a chosen roleBecome a coach or a better oneCoaching is not done in the locker roomCoaches can be criticalCoach behavior, not the individual
Coach right, wrong, poor and goodUse stats to reinforce deficiencies
Sales Management InitiativesTrain properly, completely and ongoing
Leverage internal and external resourcesCoaching ride alongs (at least monthly)
You w/ them, them w/ others, others w/ them, other companies
Role play coaching various scenariosIf they can’t do it in the office, they are not doing in field
Weekly sales meetings Stimulating behavior reinforcing incentives
Rewards, awards, bonuses, prizes, notes homeChange them up from time to time
Recognition, praise and appreciation
Sales Management InitiativesObjective setting – Goal vs. Budget
Cut & Paste – “What’s in it for them?”Motivation – comes from within
You can’t motivate anyone, but you can de-motivateShow daily behavior/goal activity to achieve desired results and stay on paceDevelop individual and team KPIs
DO NOT have same goal for everyone
Understand why salespeople stop producing or quit – Some quit and stay
Sales Management InitiativesRehash all leads
Management randomly follow-upReassign as necessaryEnhance value (don’t discount) as necessaryCoach off feedback
Leverage multiple sources of financingRequire self lead generation & networkingUnderstand why salespeople quit or become de-motivated – Some quit and stay
Why Do Salespeople Quit?1. Lack of opportunity – 41%
a. Grow you people and your company will growb. Consider advancement and expansion
2. Lack of recognition – 25%a. A simple note or “kudos”b. Make them feel like they & their work matterc. Recognize achievement and non-performance
3. Job is too routine – 5%a. Provide variety – marketing, contests, products
4. Job poses no challengea. Allow them to inject personal creativity
Why Do Salespeople Quit?5. Income limits – 15% - 3rd highest, not 1st
a. Incentivise with no cap on earningsb. Rich salespeople = Rich company
6. Promotions into less moneya. Performance-based bonus or profit sharing
7. Lack of company support – 10%a. Marketing, support, training, materials, mgmnt.b. Salespeople are your internal customers!
Why Do Salespeople Quit?8. No particular reason – 4%9. BONUS: Those that quit and stay
a. Lose motivation b. Mentally shut downc. Performance declinesd. Animositye. Negativityf. Attitude toward work, customers, co-workers
FACT7 out of 10 employees who leave a company never say why they are leaving.
Ingrid Bredenberg, Human Resource Innovations
“De-Motivators” = DeactivatorsMotivation comes from within by definitionYou cannot motivate anyoneYou can “de-motivate” & deactivate people
1. Do as I say, don’t do as I do.2. Unclear descriptions or expectations3. Backtracking & indecision by management4. Immunity of manager: political glad-handing5. Under appreciation and lack of praise
“De-Motivators” = Deactivators6. Non-performance based compensation7. Lack of skills or ability to do job8. Problems getting dumped on them9. “Business conditions not conducive to sales”10. Empty promises and/or untimely keeping of11. Disregarding importance of their time12. Coaching and managing problems ONLY13. “Management has no time for me.”
How do you motivate?
FACT91% of employees are less loyal to their employers.65% think employers lack genuine concern for employees.62% think managers won’t keep promises.
Alex Hiam, author of “Motivating & Rewarding Employees”
Are your salespeople working for the prospects?
Side with the excuses/objections they hear?Write proposals prospects use with competitors?Complain that prices are too high?Follow prospect’s directions rather than yours?Try to sell you jobs they sell?
Do You Have Weak Salespeople, A Weak Sales Process or Both?
Do your salespeople work for your competition?Fail to identify real sales opportunities thereby increasing your competition’s market share?Invest their time and your money into writing premature proposals that fail to close?Uncover competitors in the mix and fail to remove those options?Fail to confront objections/obstacles & lose business?Fail to effectively differentiate your products and services and thus lose sales to competitors?
Do You Have Weak Salespeople, A Weak Sales Process or Both?
4 Secrets To Differentiation1. Treat prospects as new and unique opportunities
Recognize differences between prospectsAdapt sales behavior to each prospectBuild trust and get commitment by fulfilling each prospect’s unique wants and needsIt may be your 1000th call, but it’s their firstNo Shortcuts and No Mind ReadingTake nothing for granted…Treat existing customers as if new
4 Secrets To Differentiation2. Understand difference in prospect needs & wants.
Needs relate to product & are logical/rationalWants relate to the emotional agenda and the beneath-the-surface reasons why prospects really buy anything
Safety and SecurityPeace of mind, and…Value are all examples of this.And they all depend upon the buyer!
GOAL: Needs ► Wants ► Must-Haves
4 Secrets To Differentiation3. Learn how to ask the right questions.
Allow your prospects to tell you what they want that supersedes price. What’s personal payoff?
4. Present your product or service so that…Features related to your product are secondaryMake components and resulting benefits most essential to your prospect primaryLink differentiation to added value YOU provide beyond any unique value your products or services provide, and you will win more sales!
Get SystematizedImplement an integrated selling system
Rule of 92/42 – Explains industry closing ratios76% of presos are out of sync with buying decisions
Structured, yet simple, sales processNatural and conversational - Not scripted!!!Planned does not mean canned
More effective non-traditional sales philosophyMore questioning and reversing – Less telling
Focus on customer and building relationshipBonding, rapport, trust, and mutual respectFocus on the process NOT getting the saleYou can only manage that which you can control
Sales System Components1. On time & Adequate amount of time
a. Must build trust and relationship2. Comfort & Lifestyle questionnaire
a. Pain & Gain; Money not Budget; Decision processb. Mutual commitment to process and outcome
3. Whole house engineering surveya. ACCA MJ8 Heat loss/Heat gain Load Calc.
4. Existing system & application analysis5. Customized solution & system design
a. Position as comfort, IAQ & energy saving specialist6. Reaffirm upfront mutual commitment
Sales System Components7. Proprietary presentation guide
a. YP books old & newb. Permit list & Code compliant commitmentc. Contractor longevity studyd. Licenses, certifications, NATE, insurance, etc.e. People, standards, training, policies, etc.
8. Integrity Investment Guidea. Package and a la carte flexibility & savingsb. Build the Perfect Home Environment over time
9. Unique warranties & guaranteesa. Free trial period & Risk-Free return policy
Sales System Components10. Provide your EXPERT opinion &
conviction11. Your pride, passion and confidence12. Comfortable Homes & Happy Customers
a. Before & after pix – Customer/Houseb. Good versus poor installations picturesc. Customer list, testimonial letters & referencesd. By zip code and street namee. Select showcase homes
Sales System Components13. 3rd party credibility builders
a. “Game changing” Certifications
14. Multiple convenient & flexible investment options – Accommodate array of credit worthinessa. If you are not financing 60%+, you are losing sales
15. Proven software tools to enhance processa. AUDIT: Tip the “scales of justice”b. R.O.I., payback and investment analysisc. True cost of ownership over any period of timed. Show value, affordability & how to buye. Break it down and tie it down to a daily amount
Sales System Components16. Proprietary sales documents
a. Comfort system investment agreementb. Notice of cancellationc. Guarantee and Equipment warranty certificatesd. Service agreements
17. Post installation follow-up by salespersona. Q.C. and Happiness checksb. Thank you letter/card and gift delivery c. Ask for referral introductions
Presentation Should AddressWhat’s the problem, want, need, etc.,
If and why the prospect should act?Why you and your process?Why your company?Why your recommended solution?How much money and how can they pay?Why now?
KPI Expectations2 leads per day, 3 when busy, 5 days/week
20-30% will close on first call2 go-back presentations per day5 follow-up calls per day or lessDaily report of activity on desk by 10:00amClosing ratio
30% first 3 months40% after 3 months45% by end of first year50%+ by 3 month after anniversary
KPI ExpectationsWork 4 nights per week
Work at least 2 Saturdays per monthAverage ticket should exceed $6500
Complete system & enhancements salesAdd-ons (at least 2 per job)
Finance at least 60% of job soldRevenue per lead = $2000 ($2500+ ideal)Credit rejections = less than 3%Rescissions = less than 2%
Taking It HomeSales Transformation
Make dramatic, not incremental improvementsCommitment to continuous improvementRemove hurdles Email me for tools & presentationKeep an eye on our websiteAsk for help – Call or email me – PLEASE!!!Start Today - DOn’t WaIT!
SummaryYou are responsible for everything good and bad – NO EXCUSES from anyone!
Excuses are acceptance of mediocrityEverything good flows from:
Good peopleDocumented systemsSpecific metricsTracking performanceHolding accountableCelebrating victories
What To Expect Upon Implementation
A struggle at firstJust “Another Tricky Day For You”Change takes you and others out of comfort zones – Expect push backTurnover and Upgrade staff as neededGeometric performance enhancement with each area you improveExponential explosive growth when multiple areas are leveraged
“Results are created by
leaving NO ROOMfor anything other
than Results!”
BOTTOM LINE!!!You get what you expect for
that which you inspect, track, and hold accountable.
“In the world of professional sales you are the master of your own domain or creator
of your own demise…
YOU DECIDE!”
