Presentation Transcript

1. Framework for Teaching Sales Online Cindy B. Rippé, D.B.A. Suri Weisfeld-Spolter, Ph.D. Presentation for National Conference for Sales Management Dr. Cindy B. Rippé April 10, 2014 Presentation by Cindy Rippé
2. Current Environment (Cummins et al., 2013; Deeter-Schmelz & Kennedy, 2011; Dixon & Tanner, 2012) (Allen & Seamen, 2013) (Cummins et al., 2013; Deeter-Schmelz & Kennedy, 2011; Dixon & Tanner, 2012) (Allen & Seamen, 2013) (Careerbuilder.com, 2013; Davidson, 2013; U.S. Bureau of Labor Statistics, 2012) (Desai, Hart, & Richards, 2008) (Careerbuilder.com, 2013; Davidson, 2013; U.S. Bureau of Labor Statistics, 2012) (Desai, Hart, & Richards, 2008)
3. Sales Education Online Majority of sales classes offered face-to- face Most sales educators do not believe that sales courses can be taught online and be effective Creating online class takes time Challenges matching technology to instructional techniques Pedagogies differ online than in-person (Deeter-Schmelz& Kennedy, 2011) (Deeter-Schmelz& Kennedy, 2011) (Akroyd, Patton, & Bracken, 2013) (Akroyd, Patton, & Bracken, 2013)
4. Sales Online, Really?
5. Half of Sales Textbooks Focus on Sales Process (Inks, Schetzsle, & Avila, 2011) Prospecting: Find potential buyers Preapproach: Research prospect’s needs and interests Approach: Create a favorable impression Presentation: Communicate benefits of product Handling Objections: Overcome unwillingness to buy Closing: Secure commitment Follow up: Reduce concerns about purchase (Dubinksky, 1980)
6. Culminating Framework
7. Entire Couse Written lectures Video lectures Book readings Learning Reflections Portfolio Project Quizzes
8. Portfolio Project Company, product, and competitors List of prospects and pre-call research 15 Probing questions and answers Need assessment and transition statement
9. Preapproach & Approach Activities
10. Introduction to Sales: Icebreaker Discussion
11. Introduction to Sales: Job Opportunities in Sales
12. Prospecting and Preapproach Activities
13. Pick a Company to Sell
14. Prospecting and Preapproach Discussion
15. Learn about Company and Product “Selling”
16. Preapproach
17. Approach Activities
18. Approach
19. Approach: Write Cold Call Script
20. Approach, Presentation, Review of Steps, and Objections
21. Approach, Presentation, Objection Handling, Close
22. Approach, Presentation, Objection Handling, Close
23. Approach and Presentation
24. Presentation and Handling Objections
25. Approach and Presentation
26. Handling Objections
27. All Steps Through the Close
28. Closing: Sales Role Play Practice
29. Closing: Sales Role Play Example (Wrong Price) I have some good news for you today my boss has given you a Home Depot card for free! It is a $500.00 card which can be used at any Home Depot in the United States. What do you think of that? He has also said that if you sign today's modified copy you will get 2 months free service on your security system. So what do you think of the 6 cameras I got you for free, you know sir they cost the company not the customer $200.00 a piece on any other security installation. I wanted to also say something about the locks they are the best on the market. The magnetic locks are better than dead bolt and electric strikes more holding power. It would take 3 good size men to pull that door off with those and I sold them to you for the same price has the others and being a much better product. The installation was only $99.00 which is really good usually I charge extra for camera installation and I did not for you. Well I went back to the shop with the contract in my hand and said boss look what I got and he said let me see. Immediately  said to me I had quoted you the wrong price for your monthly service instead of $69.00 I have got to charge you $100.00 and month $31.00 increase. I do have good news though with the increase it is only $434 more and with the Home Depot card and 2 months of service free you come out ahead $266.00. 
30. Home Depot Example This sounds pretty good, but I need to think about it. I am not sure about paying an extra $31 a month. I can barely afford $69 a month, and that was before I even budgeted my money. Prospect’s Objection: I can appreciate you not wanting to spend more. If you look a the free camera special buy one get one free, you are actually saving money. This is a real deal unlike anything else on the market. Only with ADT did you know we can set you up for fire protection also? This is a good feature and I can use the same equipment to due so.  Salesperson’s Reply: No I was not aware, that ADT could set me up for fire protection. I do like the sound of that. It is worth the extra money with the camera added. Sign me up. Prospect’s Reply:
31. Closing: Proposal
32. All Steps Through the Close
33. Home Depot Example
34. Your Turn
35. Home Depot Example This sounds pretty good, but I need to talk with my partner. Prospect’s Objection: I completely understand and that is fine.  Just to reiterate my offer, you will be cutting your monthly cost more than in half and being provided much better shipping service, causing your profit margin to increase quite a bit.  Also, you would be receiving the three extra offers, $25 off your first month, two free months of service, and a $500 Office Depot gift card.  On top of the gift card, you would be saving $325, as well as, cutting your monthly shipping cost in half and cutting the cost of your product more than in half.  If you do not mind me asking, if this decision was solely up to you, would it appeal to you enough to sign today? Salesperson’s Reply: Yes, I would. Why don’t we just move forward? Prospect’s Reply:
36. Follow Up
37. Follow Up: Write Thank You Notes
38. Reflect on Project and Activities
39. Student’s Reflection Comments I have been in sales before, but I didn’t know as much as I know now. It is not easy to be in sales. I can relate this [course] to my life because if I am ever interested in opening my own business I will understand more about how to get customers to want the product or service I am selling without being pushy. I learned that sales is not limited to someone trying to sell you something, but that everyone is a salesperson in one way or another.
40. Now it is really your turn! For copies of this presentation, assignment directions, or rubrics, please contact me: Cindy.Rippe@erau.edu
41. Extra Tips Ask extra questions in discussion to keep students engaged Give prompt feedback using private notes in discussion Put discussion setting on Post First if possible to make student post before reading other’s assignments Make sure they purchase their microphone early in the session and provide usage opportunity
42. Lessons Learned Check assignments early in the day to catch errors in understanding and then post guidance before everyone gets it wrong Provide coaching for the students on giving the objections and role playing Use the announcements and email to provide tips for coaching
43. Learn about Company and Product “Selling”
44. Approach, Presentation, Objection Handling, Close
45. Approach, Presentation, Objection Handling, Close
46. Using the sales process to teach sales
47. Closing: Role Play