1 / 36

It’s As Simple as 1, 2, C

January 30, 2005 Washington DC. It’s As Simple as 1, 2, C. Selling. Peter J. Berglund, CPIM 612-616-3822 Twin Cities Chapter APICS pberglund@comcast.net. Purpose. Improve your sales skills To share ideas on making APICS events ‘experiential’ How to manage sales.

salvatore
Download Presentation

It’s As Simple as 1, 2, C

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. January 30, 2005 Washington DC It’s As Simple as 1, 2, C Selling Peter J. Berglund, CPIM 612-616-3822 Twin Cities Chapter APICS pberglund@comcast.net

  2. Purpose • Improve your sales skills • To share ideas on making APICS events ‘experiential’ • How to manage sales

  3. Sales versus Marketing • A guy walking through the field tossing seeds to attract birds MARKETING A guy SHOOTING the birds SALES

  4. Sales versus Marketing • Marketing's roll is to determine: • Which birds • Which seeds • How many seeds • It’s a subtle but important difference • Just as “Education” is different from “Training”

  5. Sales is a lot easier… • when you’re hungry… …and you have to feed ‘lil Timmy ARE YOU HUNGRY?

  6. Why Did YOU Join APICS? • Someone listed the benefits? • Someone badgered you? • Was there a “Salesman” involved? • Probably heard about APICS from a number of sources • At least three different sources

  7. Did you join APICS because… • You wanted: • To meet good people? • Get a better job? • To join a club? OR because… • You wanted: • Sales goals? • Quotas?

  8. Different approaches to sales 1. Transaction-driven (hard sell) • Tangible, Quantifiable ROI; go to the store • Specific, actionable offers 2. Relationship-driven (soft sell) • Tougher to quantify • Overall service

  9. Each has different approach • APICS Transaction sale ex:(product, feature, benefit) • Classes • Seminar • Sponsorship • APICS Relationship sale ex: • Membership • PDM’s • Gateway sale • Give ‘em away to targeted prospects!

  10. APICS Selling Ah, so, what exactly are we selling? A Certification? An Education? Networking?

  11. APICS Selling (Are we selling a…) A social CLUB membership? Or A business that sells educational products?

  12. APICS Selling • Each one (i.e., a CLUB versus a Business that sells educational products) is operated differently • Each has a different sales message, approach

  13. APICS Selling • Determine how your Chapter measures success: • By Membership numbers? • By the amount of Cash in the bank? • Hours of education delivered?

  14. I know!Let’s survey our customers to see what they want! What is it we’re selling???

  15. Selling; Do we need Surveys? Nah Classic Coke: They spent millions surveying people and they came up dead wrong.

  16. Surveys • People don’t know what they want • “I want a vest with sleeves” • “I want my baked potato cooked upside down” • Did a survey uncover our need for Listerine Breath Strips? • Did a survey reveal how popular the “FISH” programs would be? • NO! • TAKE ACTION USING YOUR BEST INSTINCTS!

  17. Who is our customer? • The Customer is the person who pays! • Is this the employer? • Or Attendee? • Each has a different selling message • The boss may not want you to have ANY fun on company time/budget • YOU don’t want to go to events and be tortured by boredom (under the banner of education)!

  18. How to Sell APICS to the Boss • It’s not about how great we are (APICS) • The [top dog] needs to develop the employees. • [Top dog] needs trade/professional groups because they have: • BOK (i.e., certifications, etc.) • A way for employees to keep current (PDMs, seminars, etc.) in their RESPECITIVE fields (e.g., HR, Engineering, IT, Marketing, etc.) • Say to the boss: “APICS is what I need to keep up in my profession” or “This product [transaction sale of class or seminar] is great!”

  19. We can’t always get what we want But we can always… _______get what we need____

  20. The Steps to Selling • Selling is a process • Think “Routing” process • Packaging is the game • Milk • APICS has the “ingredients” • Are we selling ingredients and/or packaging? • Where else can they get “milk” ?

  21. The Steps to Selling • Trustworthy and credible • Discover their point of view • Offer solution/productin their terms • Ask for sale • Follow Up/through

  22. The Steps to Selling • But Pete!! We DID that! • We spent Saturday figuring it out from their point of view • It doesn’t matter that we know we’re right! • We still must take the first two steps! • They must see us as trustworthy and credible [you must take distinct steps and make effort here] • Must take effort to see it from their point of view even though they don’t “get it” or are “wrong”

  23. 1. Establish Credibility • How you dress and act • Your image • Are you a complainer? • In the office, do people come to you for advice? • Be a walking, living, breathing APICS brand champion

  24. 2. Understand Their Point of View • Ask questions to discover facts • Ask how they feel about the facts • It creates a gap • It exposes what they value! • Buy with emotion; justify with logic

  25. 2. See it from their point of view • I like strawberries • Fish like worms WHAT SHOULD WE PUT ON THE HOOK?

  26. 3. Offer Your Solution • Show How Your Solution Fills the Gap • Package Your Solution in their terms • Think “Transaction” sale • “3-3-3” rule for brochures: • Three seconds • Thirty seconds • Three minutes • Don’t skimp on $ for Brochures It’s not the ingredients that sell! It’s packaging!

  27. 4. Ask for the Sale • BAD “You might like this” • GOOD “You WILL like this” • BAD “I think this will help” • GOOD “I KNOW this will help” • “Will you be sending 2 or 3 people to our seminar?” • Give free PDMs. Gateway offering. • New car dealers do this all the time.

  28. 5. Follow Up/Through • Do what you say • Treat with TLC

  29. Sales Tips: • “What comes after Certification?” • Seminars, workshops, PDMs • BOK vs “keeping up to date in your field” • Look in newspaper and find our jobs that DON’T ask for certification • Offer them a free PDM or audit a class.

  30. Different Methods of Sales • Girl Scout; • your effort • Dog-eye; • make them feel guilty • Neighborhood dog method; • chase anything • Used Car: • Pressure • Goldratt: • Make them feel stupid

  31. Sales Tip: • Distinguish between the: • Product & • Packaging • They are two completely separate issues • If the product is top-shelf how hard is the sale? • If it is average, how hard is the sale?

  32. APICS Sales Tip? Should APICS Get into Other Markets? • Hospitals? • Retail? • Groceries? • We have the “ingredients” (who can argue we’re not the best in materials management?” • But we don’t have the “packaging” i.e., the terms, etc., for hospitals, or groceries.

  33. Why customers leave • 6% logistics • 11% didn't like product • 17% went to competition • 66% were treated indifferently Let’s keep the customers we have Source: AMA, 1997

  34. Experiences Count • Experience Economy • B. Joseph Pine & James Gilmore • Make every APICS event an EXPERIENCE

  35. Summary … • PDMs are gateways to APICS. Give free passes to prospects • By being credible, trustworthy & seeing from their point of view • Make sure your product is outstanding • Best speakers, topics and locations you can get • Top quality A/V equipment, food • Package it: “info-tainment”

  36. Need more info? • Or something isn’t clear? • Peter J. Berglund, CPIM • pberglund@comcast.net • 612-616-3822

More Related