the art of selling services final
DESCRIPTION
Selling is helping your customer sole his/her problems...can you do that, or do you only think about what you need?TRANSCRIPT
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Tetra Pak Technical Service
Peter Berthagen
Selling
Services
The art of giving Tetra Pak customers
added value
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Tetra Pak Technical Service
Peter Berthagen
Selling is not about features.
Selling is not about products.
Selling is not about convincing.
Selling is not about your company.
Selling is not about you.
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Tetra Pak Technical Service
Peter Berthagen
Selling is about human
interaction.
Selling is about belief.
Selling is about trust.
Selling is about creating the will
to buy!
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Tetra Pak Technical Service
Peter Berthagen
…something that only can be done if the customer is a part of the process. …something that only can be done if the customer perceives a value. And in the end it should save more than it costs!
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Tetra Pak Technical Service
Peter Berthagen
Selling is about perception! The customer must have a need, either known or unknown (latent). Can you address that need so the customer personally feels the value in your message? Selling is about engaging the customer in your beliefs. Do you believe that you really can do something that your customer wants?
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Tetra Pak Technical Service
Peter Berthagen
Never prescribe anything to your customer!
Don’t tell them what to think.
Diagnose and lead the customer forward, instead.
Allow them to draw their own conclusions.
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Tetra Pak Technical Service
Peter Berthagen
Questions are tools to find out what your customer really wants.
Don’t forget to listen to the answers!
The answers might give you your next question.
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Tetra Pak Technical Service
Peter Berthagen
Questions engage the customer in your search for the right way to help them!
Questions prove that you are really interested in knowing the customer!
What do you want to know?
Decide before you meet them – be prepared!
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Tetra Pak Technical Service
Peter Berthagen
The answers to the right questions let you know where the customer is. This is your starting point!
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Tetra Pak Technical Service
Peter Berthagen
Have you found something that your customer doesn’t know?
Then you have found a latent need.
How do you make your customer aware of this, as a latent need can hurt?
Can you demonstrate the value in this opportunity?
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Tetra Pak Technical Service
Peter Berthagen
Do you know your stakeholders?
Do you know who wants which information?
Do you know how these stakeholders react to your message?
If you don’t, you must first find out!
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Tetra Pak Technical Service
Peter Berthagen
Selling is about taking your customer from point A to point B.
You must first find out where the stakeholders are.
But beware… all stakeholders might not be at the same starting point!
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Tetra Pak Technical Service
Peter Berthagen
You must then be clear on where the stakeholders are prepared to go.
What do they want?
What do you want?
You must be able to show that this is of value to them.
You must be able to show them how to get there.
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Tetra Pak Technical Service
Peter Berthagen
Sending a message…
…is not just about being right.
…is not only about being the best.
It’s about winning.
Winning is about making the customer want to buy!
A message is measured by its effect, not by its technical excellence!
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Tetra Pak Technical Service
Peter Berthagen
Presenting a message is about engaging the audience…
…emotionally as well as rationally.
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Tetra Pak Technical Service
Peter Berthagen
Some basic principles can help you make your message more successful.
Involve your listeners, make it simple, make it personalized,
add a surprise to it and…
…most of all:
You must believe in what you say!
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Tetra Pak Technical Service
Peter Berthagen
Whatever you say will be filtered by your stakeholders’ experience.
It’s not what you say that is important.
It’s what your stakeholders receive and how they process it!
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Tetra Pak Technical Service
Peter Berthagen
Do you know what they want to hear from you?
Do you know what they need to hear?
These can be different, so you need to prepare both areas in advance!
Questions are a way to find out!
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Tetra Pak Technical Service
Peter Berthagen
Winning is when the customer
makes a decision to buy from
you.
Remember, people don’t make decisions on rational grounds alone!
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Tetra Pak Technical Service
Peter Berthagen
In any presentation remember that your audience has to feel that…
…nothing is more important to you than what you are saying
…no person in the world is more important than the one who is listening to you
Everything you do and say has to appear to be for their benefit.
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Tetra Pak Technical Service
Peter Berthagen
Selling is about helping your customer solve a problem!
Without a clear value for them...
Why should they be interested?
Why should they believe you?
Why should they trust you?
Why should they buy from you?
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Tetra Pak Technical Service
Peter Berthagen
Here is some space for your
thoughts…
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Tetra Pak Technical Service
Peter Berthagen
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Tetra Pak Technical Service
Peter Berthagen
Tetra Pak
Technical Service