Chris Middleton

1. Chris Middleton Selling @optimisedhq

2. Covering • The 3 era’s of selling • Prospecting • Finding the decision maker • Building database • Connecting with prospects • Become a trusted advisor • An effective communicator • Closing the sale • Upselling • Cross selling • Analyse results • Customer loyalty and retention • Be the best version of you

3. Selling is the process of persuading a person that your product or service is of greater value than the price you are asking for it. Each party enters into the transaction when they feel that they will be better off as a result, than they would be without it. The customer needs to be convinced that this is the best choice and that there is no better way to spend the equivalent amount of money.

4. The Three Era’s of Sales • Show up and ‘Throw up’ • Consultative • Research

5. Push Vs. Pull

6. Push Marketing

7. Pull Marketing

8. Choose An Approach • Push? • Pull? • Integrate?

9. Push

10. Prospecting: Filling your sales pipeline

11. Define Your Customer Type

12. When Does Your Customer Buy?

13. Choose a Sales Database

14. Should I Buy a Database?

15. Research Contacts and Build Database

16. Ask Existing Clients

17. Google Maps

18. Research Prospects Website

19. LinkedIn

20. Telephone Research

21. Other Sources of Data • Newspapers • Yellow pages • Business publications • Trade publications • Companies house or other data houses • Chambers of commerce • Networking

22. Connect on LinkedIn

23. Follow on Twitter

24. Personalised Direct Mail Personalised direct marketing Traditional canvass direct marketing Newspaper and magazine advertising Broadcast media advertising

25. Physical Item Tip Send multiple mailers out over a period of weeks

26. Send a Personal Email

27. Call Prospect

28. Four Types of Prospects • Successful prospect • Prospect is in an industry that is going well – the future looks great • Problem prospect • Prospect recognises something is wrong and is looking for a solution • Complacent or satisfied prospect • Happy with everything as it is and sees no reason to change • Negative prospect • This prospect is often rude, insulting, and obnoxious . This person looks down on sales people. N.B these people are much rarer than you think

29. Handling Objection

30. Four Types of Objection • Price • Loyalty • Time • Ignorance

31. Price “I can’t afford it.” “We don’t have budget until next year.” “We already have a super cheap supplier” “How much is it?”

32. Loyalty “We already have a great supplier that we have worked with for years.” “we are happy as we are thank you”. “Our current supplier is the bosses best mate”. “We don’t have any issues with our current supplier”

33. Time “I don’t have time right now.” “It’s the wrong time of the year to buy”. “We were looking at new suppliers next year”.

34. Ignorance “I don’t need what you have to offer.” “I have tried something similar and it did not work”. “I am afraid of making a bad purchase decision”. “It’s too big a risk”.

35. No No only means no right now. Change your view. A no could well be a future yes.

36. Customers and Time • Short-term • Small sale, quick decision • Medium-term • Smaller organisation with multiple decision makers • Long-term • Large potential sales, these sales have a large value and can take a long time to make

37. You Need to Build Trust and Earn Respect Sales Statistics 48% of sales people never follow up with a prospect 25% of sales people make a second contact and stop 12% of sales people only make three contacts and stop Only 10% of sales people make more than three contracts 2% of sales are made on the first contact 3% of sales are made on the second contact 5% of sales are made on the third contact 10% of sales are made on the fourth 80% of sales are made on the fifth to twelfth contact

38. Write a Script and Practice “Practice makes permanent.”

39. Develop your Elevator Pitch The elevator pitch is the most powerful and concise description of you, your company, or your products boiled down to 25 to 35 words. It answers five basic questions, and it encourages the listener to request, "Tell me more."

40. Elevator Pitch – The Five W’s • What does your company do? e.g. begin your answer with "We provide.") • Whom does your company do it for? e.g. begin your answer with "For small and midsized healthcare providers.") • Why do they care? Or, What's in it for them? e.g. include in your answer "so that they can," "who can no longer afford,“ or "who are tired of.") • Why is your company different? e.g. begin your answer with "As opposed to" or "Unlike.") • What is your company? e.g. begin your answer with "My company is an insurance.")

41. Example We increase clients’ profit using online marketing, increasing enquiries and sales. We work in both the B2B and B2C market place with a client size of between £10-100m in turnover. Unlike most agencies, from strategy to delivery every function is provided in house.

42. Remember. Keep Your CRM Up-to-date

43. Touching Base Campaign

44. Review, Refine and Repeat

45. Become The Most Effective Communicator

46. Communicate and Learn Best With The Spoken Word Auditory = Listening and Speaking Use words such as: Hear Listen Sound Music Tune in All ears Rings a bell Silence Be heard Resonate Deaf Loud

47. Communicate and Learn Best With Visual Cues = Seeing and reading Visual Use words such as: See Look View Show Envision Illuminate Imagine Clear Focused Crystal Picture Hazy

48. Communicate and Learn Best With Touch and Feel Kinesthetic = Touching and doing Use words such as: Feel Touch Grasp Get a hold of Slip through Make contact Catch on Tap into Happy Concrete Solid Handle

49. Communicating to a Group

50. Building Rapport Minimise the difference between two peoples world.