Part II SALES FORCE ACTIVITIES

1. Part IISALES FORCE ACTIVITIES Chapter 5: Customer Interaction Management

2. Improving Your Chances of Success • Build awareness • Get on the short list • Demonstrate how your proposal meets company needs • Directly address decision maker’s personal needs • Be prepared for “buyer remorse”

3. Personal Selling

4. Customer Interaction Pre-Call Planning • What do I want to accomplish? • What do I know about the prospect? • Where can I find the information? • What am I going to say?

5. Customer Interaction Figure 5-2: Some Important Pre-transactional Information

6. Customer Interaction Anticipate Buyer Questions What are you selling? Why do I need it? Who is your company? How much will it cost? Who else is using it? Are they satisfied? What kind of person are you? How does your solution compare to alternatives? Is price competitive? Why do I need it now? Your record for support & service?

7. Customer Interaction

8. Successful Salespeople Research prospect background Use referrals for prospecting Open by asking questions Use needs-satisfaction type presentation Focus on customer needs Let prospect make purchase decision Less Successful Salespeople Do little background research Use company generated prospect lists Open with a product statement Use standard presentations Focus on product benefits Close by focusing on the most important customer objection Customer Interaction Figure 5-3: Successful Versus Less Successful Salespeople

9. Customer Interaction

10. Customer Interaction

11. Customer Interaction

12. Customer Interaction Needs Discovery: Types of Questions Permission Close-ended Fact-finding Factual information Feeling finding Open-ended questions Checking questions Confirm understanding

13. Customer Interaction Figure 5-6: Key Differences in Practices Between Relationships

14. Customer Interaction Sales Proposals – General Format • Problem Analysis • Solution • Product Specifications • Cost-benefit Analysis • Contract

15. Customer Interaction Handling Concerns Listen to the buyers feelings Share concerns without judgment Clarify real issue with questions Problem-solve present options and solutions Ask for ACTION to determine commitment

16. Customer Interaction Pseudo-Concerns “I’ll have to talk it over with Frank.” “I’ll get back to you.” “I’m too busy right now.” “Our budget is tight this year.” “We have no room to store it.”

17. Customer Interaction Closing Techniques

18. Customer Interaction 31% 63% 87% 11% 32% 62% 16% 34% 49% 8% 26% 58% 3% 22% 59% Most Profitable Return Top 3 Rankings for Growth Rated Very Important to Growth Quality of service to customers Product improvements or extensions Information technology Advertising and sales promotion Development of entirely new product lines Figure 5-7 : The Role of Customer Service

19. Figure 5-8: Servicing the Sale: The Four Pillars of Sales Support Customer Interaction

20. Customer Interaction Pillars of Sales Support • Reduce buyer anxiety • Make a follow-up call • Ask for feedback Support Buying Decision • Assist w/ approval process • Introduce support resources • Monitor & report progress Manage the Implementation

21. Customer Interaction Pillars of Sales Support Deal with Dissatisfaction • Empathize with the buyer • Respond to problems – use objection handling techniques • Anticipate buyer concerns and expectations • Reinforce the Benefits

22. Customer Interaction Pillars of Sales Support Enhance the Relationship • Be available • Arrange continuedpersonal communications • Maintain quality of products/services • Provide ongoing updates and progress reports • Be a resource for info, help and ideas • Grow the business internally • Ask for referrals

23. Customer Interaction Ways to Anger Customers • Constant Selling • Neglecting Customer Problems • Talking Too Much • Stretching the Truth • No Thank-Yous