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CONFERENCE OBJECTIVES. Increase call productivity Get new customers – sell additional products to present ones Reduce selling cost Improve competitive position Resolve common selling problems. USE OF TIME – KEY TO SALES SUCCESS. 1/3 OF AVERAGE DAY IN FACE-TO-FACE SELLING.
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CONFERENCE OBJECTIVES • Increase call productivity • Get new customers – sell additional products to present ones • Reduce selling cost • Improve competitive position • Resolve common selling problems
USE OF TIME – KEY TO SALES SUCCESS • 1/3 OF AVERAGE DAY IN FACE-TO-FACE SELLING • 2/3 OF AVERAGE DAY IN TRAVELLING, PREPARING, SERVICING, REPORTING, PAPER-WORK
HOWYOUBENEFIT • Develop communication skill and professional capacity • Greater job satisfaction • Easier and less time-consuming selling • Enhance advancement opportunities
? WHAT IS EFFECTIVESELLING? • TWO WAY COMMUNICATION • NEED-SATISFACTION • MIND CHANGING
HOWYOUUSE SELLING • Secure NEW CUSTOMERS • Sell ADDITIONAL APPLICATIONS • Get APPOINTMENTS • Resolve CUSTOMER COMPLAINTS • Secure IDEA ACCEPTANCE by customers-management-associates
We interrupt this program for an Important Message! WHEN A COMPANY OR AN INDIVIDUAL COMPROMISES ONE TIME, WHETHER IT’S ON PRICE OR PRINCIPLE, THE NEXT COMPROMISE IS RIGHT AROUND THE CORNER AND YOU CAN BET YOUR LAST NICKEL ON IT.
PERCEIVED THROUGH SENSES DEVELOPED BY EVALUATION FOR SALE SOLD HOW ANIDEATO ACTDEVELOPS • JUSTIFIED BY PROOF • IMPLEMENTED BY ACTION
We interrupt this program for an Important Message! PEOPLE BUY WHAT THEY WANT WHEN THEY WANT IT MORE THAN THEY WANT THE MONEY IT COSTS!
WHYSELLINGISNECESSARY • Overcome HABIT or INERTIA • Overcome FEAR or DOUBT about action • Develop AWARENESS of NEEDS • Communicate SOLUTIONS and CAPACITY • Convince that you have the BEST SOLUTION
We interrupt this program for an Important Message! PEOPLE DON’T BUY FOR LOGICAL RESONS THEY BUY FOR EMOTIONAL REASONS
FOR SALE SOLD HOW TO ACCELERATE AND GUIDETHE DEVELOPMENT PROCESS You Supply – SENSORY IMPRESSIONS FACTS TO EVALUATE PROOF TO CONVINCE SUGGESTIONS ON WAYS TO ACT
We interrupt this program for an Important Message! SELLING IS ESSENTIALLY A TRANSFERENCE OF FEELING
EFFECTIVE SELLING REQUIRESPOSITIVE ATTITUDE CONVICTION – belief in what you sell EMPATHY – understanding HIS viewpoint CURIOSITY – desire to seek out and satisfy needs INITIATIVE – willingness to coordinate need satisfying resources CONFIDENCE – belief in YOUR capability OPEN MIND – willingness to explore new ways ENTHUSIASM – felling and generating excitement
EFFECTIVE SELLING REQUIRESORGANIZED KNOWLEDGE WHAT YOU HAVE TO SELL WHAT MOTIVATES PEOPLE WHAT YOU SELL AGAINST WHERE AND HOW TO FIND SALES OPPORTUNITIES
We interrupt this program for an Important Message! THE PROSPECT IS PERSUADED MORE BY THEDEPTH OF YOUR CONVICTION THAN BY THEHEIGHT OF YOUR LOGIC
SELLING IS AWIN-WIN PROPOSITION YOUMUST WIN YOUR CUSTOMERMUST WIN GIVE EVERY CALL YOUR BEST EFFORT EVEN THOUGH YOU MAY NOT GET THE ORDER DEFEATED? NO! NOT UNLESS YOU LET IT EFFECT YOUR NEXT CALL!
We interrupt this program for an Important Message! SPECTACULAR ACHIEVEMENT IS ALWAYSPRECEDED BY UNSPECTACULAR PREPARATION
EFFECTIVE SELLING REQUIRESSKILL PLANNINGstrategy Making action-gettingPRESENTATION CONVERTING RESISTANCEto action Keeping customers sold byFOLLOW UP
GAIN OR PROFIT Increase Production Reduce Rejects Reduce Raw Material Improve Quality Reduce Labor Increase Service Life Reduce Maintenance Costs Reduce Plant Space Required
POWER OR CONTROL Control over job direction Control over business destiny Greater business leverage Retain valued employees Quick reaction to business changes Bargaining power Improved employee morale Tighter production control Be in a position to know
ACHIEVEMENT AND RECOGNITION Be FIRST in industry to use Praise from management Praise from associates Enhance recognition Respect of customers Associate with business leaders
SELF PRESERVATION or SECURITY Loss of job Make job easier Atmosphere more pleasant Reduce worry & anxiety Meet or beat competition Greater peace of mind Insure continuance of business
SATISFACTION of SENSE Enjoy attractive, modern plant environment Gain more space and comfort Cleaner, more pleasant work environment Orderly, organized, convenient environment
SERVICE to OTHERS Reduce work hazards – safer environment Provide promotion path for employees Help employees become more efficient and prosperous Be in position to do “RIGHT THING” Build job opportunities
HOW TO ORGANIZEFOR MORE EFFECTIVE COMMUNICATION • IDENTIFY FEATURE WHAT IS IT? • EXPLAIN ADVANTAGE WHAT DOES IT DO? • DESCRIBEBENEFIT WHAT DOES IT DO FOR ME?
WHAT YOU SELL AGAINST • Other equipment suppliers • Other processes • Adhesive • Mechanicals • Heat bonding • Complacency – Status Quo
WHAT TO KNOW ABOUT COMPETITION • WHO THEY ARE… WHERE THEY ARE • WHAT THEY HAVE TO OFFER- • Products • Service Capabilities • Application Knowledge • MAJOR STRENGTHS and LIMITATIONS
STAGES OF PLANNING • IDENTIFY SELLING OPPORTUNITIES • PLAN LONG RANGE STRATEGY • PLAN SPECIFIC CONTACT
FIND SALES OPPOTUNITIES • INDUSTRIAL GUIDE • CUSTOMER’S • EMPLOYEES • PAST CUSTOMERS • PROSPECTS • ORGANIZATIONS • INDIVIDUALS
EVALUATE SALESOPPORTUNITIES • SALES + PROFIT POTENTIAL • GROWTH POTENTIAL • FINANCIAL DESIRABILITY • AVAILABILITY OF BUSINESS
HOW TOIDENTIFY NEEDS • COMPARE EXISTING SITUATION WITH DESIRABLE STANDARDS • ACCEPTED INDUSTRY STANDARDS • SUCESSFUL EXPERIENCE • CAPACITY TO PROVIDE • CUSTOMER’S GOALS • PRIOR EXPERIENCE • LOOK FOR • PERFORMANCE OR PRACTICES THAT CAN BE IMPROVED • PROBLEMS CALLING FOR SOLUTION • GOALS NOT ACHIEVED
FACTS ABOUT BUSINESS NATURE OF ORGANIZATION PERFORMANCE MARKET POSITIONS COMPETITION FACTS ABOUT INDIVIDUAL PRIOR EXPERIENCE FAMILY-HOBBIES FACTS TO KNOWTO DETERMINE EXISTING SITUATION
RESEARCH RECORDED INFORMATION SURVEY CALLS ASK QUESTIONS OBSERVATIONS HOW TO GET FACTS ABOUT PROSPECTS • DISCUSSION • CONTINUING CALLS
HOW TO PLANLONG RANGESALES APPROACH • IDENTIFY POSSIBLE NEEDS • DETERMINE EXISTING SITUATION • DECIDE WHAT YOU CAN PROVIDE TO SATISFY NEEDS • PLAN SELLING EFFORT TO GET ACTION
SET PRIORITIES IMPACT ON EXISTING SITUATION SPEED OF HANDLING AND PRODUCING RESULTS CAPACITY VS COMPETITION URGENCY SELECT APPROPRIATE EQUIPMENT OUR CAPACITY TO SUPPLY CUSTOMER’S CAPACITY TO IMPLEMENT BENEFITS TO BE PRODUCED HOW TODECIDE WHAT TO PROPOSE • DETERMINE INTERNAL CHANGES TO BE MADE BY CUSTOMER
HOW TOPLAN AND SCHEDULELONG RANGE SELLING ACTION • ESTABLISH LONG RANGE OBJECTIVE • DETERMINE INTERMEDIATE GOALS • DEVELOP ACTION-ACHIVEMENT SCHEDULE
BASIC STEPS INPLANNING SALES CALL • WHAT GOALS SHOULD I SEEK? • WHAT BENEFIT CAN I OFFER? • WHAT FACTS AND QUESTIONS SHOULD I DISCUSS? • WHAT EXAMPLE CAN I USE? • WHAT FEATURES/ADVANTAGES/BENEFITS MUST I EXPLAIN? • WHAT DECISION QUESTIONS SHOULD I ASK? • WHAT RESISTANCE MAY I ENCOUNTER?
We interrupt this program for an Important Message! YOUR BUSINESS IS NEVER REALLY GOOD OR BAD OUT THERE. YOUR BUSINESS IS EITHER GOOD OR BAD RIGHT BETWEEN YOUR OWN TWO EARS
SET MAXIMUM ACTION GOAL TO STRIVE FOR SET MINIMUM ACTIONGOAL TO SETTLE FOR To make effective Be SPECIFIC Be REALISTIC RELATE Minimum to Maximum WHATGOALSSHOULD I SEEK? PLANNING STEP 1
TO SELECT BEST BENEFIT – “TAILOR” to his needs BASE OFFER ON YOURCAPACITY TO SATISFY NEEDS ASK “WHY WOULD I ACT” BE SPECIFIC AND REALISTIC BIGGER PROFITS WHATBENEFITCAN I OFFER? PLANNING STEP 2 DETERMINE WHAT HE REALLY WANTS
WHATFACTSANDQUESTIONSSHOULD I DISCUSS? PLANNING STEP 3 • POSSIBLE IMPROVEMENT OPPORTUNITIES • CHANGES IN HIS SITUATION • UNSATISFIED GOALS • CONDITIONS OR PROBLEMS COMMON TO HIS BUSINESS PLAN TO DISCUSS FACTS RELATING TO-
PLANQUESTIONSTO ASK • ELABORATE ON BENEFIT • CREATE OR REVEAL NEEDS • QUALIFY PROSPECT • SET STAGE FOR PROPOSITION • ASK – WHAT – WHICH – WHERE – WHY – WHEN – HOW – HOW MUCH – HOW MANY? • ARE SPECIFIC
WHATEXAMPLECAN I USE? PLANNING STEP 4 • IDENTIFY 3RD PARTY (WHEN POSSIBLE) • INDICATE SITUATIONBEFORE • REPORT RESULTSAFTER THIRD PARTY CASE HISTORY
WHATFEATURES-ADVANTAGES-BENEFITSMUST I EXPLAIN? PLANNING STEP 5 • EXPLAIN “DIFFERENCE” OR RESULTS DESCRIBED IN EXAMPLE • SATISFY PROSPECTS NEEDS • BUILD STRONGEST IMPRESSION OF VALUE IN COMPARISON TO COMPETITION • MOVE PROSPECT TO DECISIVE ACTION INCLUDE THOSE THAT-
WHATDECISION QUESTIONSSHOULD I ASK? PLANNING STEP 6 • SPECIFY ACTION REQUIRED • RESOLVE MINOR DETAILS OF TIME-PLACE-METHODS-PEOPLE • “EITHER-OR” QUESTIONS
RESISTANCE CAN OCCUR… ANYTIME ANYWHERE FOR ANY REASON YOU CAN HANDLE IT BEFORE IT OCCURS WHEN IT OCCURS AFTER IT OCCURS NEVER BEST TIME IS BEFORE IT OCCURS! WHY?
WHATRESISTANCEMAY I ENCOUNTER? PLANNING STEP 7 • WHAT MIGHT I NOT UNDERSTAND? • WHAT MIGHT I DOUBT OR FEAR • WHY MIGHT I PUT OFF ACTION? PUT YOURSELF IN PROSPECT’S POSITION AND ASK- DEVELOP ANSWERS AND INCORPORATE IN SELLING PLAN