Hope is not a strategy - Sales enterprise week 2011 final


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Hope is not a strategy - Sales enterprise week 2011 final

  1. 2. Enterprising Donegal Business Week 2011 Hope is not a strategy – using tested techniques to drive better sales results
  2. 3. <ul><li>Selling – what is it? </li></ul>
  3. 4. <ul><li>a transaction that adds value to the buyer by meeting their needs and results in mutual benefit for the seller and buyer </li></ul>
  4. 5. <ul><li>Selling is not a worthwhile career </li></ul><ul><li>Good products will sell themselves and thus the selling process adds unnecessarily to costs </li></ul><ul><li>There is something immoral about selling, and one should be suspicious about those who earn their money from this activity </li></ul>Image of sales
  5. 6. Preparation <ul><li>Product features (and benefits!) </li></ul><ul><li>Knowledge of competitor products </li></ul><ul><li>Sales presentation planning </li></ul><ul><li>Setting sales objectives (short sales cycle selling mars bar (want to sell immediately), different if selling a jet airplane) </li></ul><ul><li>Understanding buyer behavior </li></ul>
  6. 7. <ul><li>Concession analysis </li></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Timing of delivery </li></ul></ul><ul><ul><li>The product – spec., optional extras </li></ul></ul><ul><ul><li>Payment </li></ul></ul><ul><ul><li>Trade in terms e.g. cars </li></ul></ul>
  7. 9. The opening <ul><li>Retail “ I see you are interested in our walkmans, what type had you in mind?” </li></ul><ul><li>Industrial “We have had extensive success in helping companies like yours with stock control, What SC method do you currently use?” </li></ul><ul><li>Trade “ Your window display is attractive, has it attracted more custom?” </li></ul><ul><li>ALWAYS AVOID – “Can I help you?” </li></ul>
  8. 10. Need and problem identification <ul><li>Open questions </li></ul><ul><li>Why do you believe a computer system is appropriate? </li></ul><ul><li>What are the main reasons for buying the SF system? </li></ul><ul><li>Closed questions </li></ul><ul><li>Who does the company buying? </li></ul>
  9. 11. Presentation and demonstration <ul><li>When needs have been identified, the presentation follows… </li></ul><ul><li>Sell benefits not features, link them by using the following phrases: </li></ul><ul><ul><li>“ Which means that...” </li></ul></ul><ul><ul><li>“ Which results in...” </li></ul></ul><ul><ul><li>“ Which enables you to…” </li></ul></ul>
  10. 12. Dealing with objections <ul><li>Listen and do not interrupt. This creates the impression that: </li></ul><ul><ul><li>The objection is obviously wrong </li></ul></ul><ul><ul><li>It is trivial </li></ul></ul><ul><ul><li>It is not worth the salesman’s time to let the buyer finish </li></ul></ul>
  11. 14. <ul><li>Agree and counter (the yes... but technique) </li></ul><ul><li>Straight denial – can be used when the buyer is seeking factual information </li></ul><ul><li>Question the objection – Buyer “I dont like the look of the machine”. Seller “ Could you tell me exactly what you don’t like?” </li></ul>
  12. 15. <ul><li>Forestall the objection. Sales preempts the concern eg. ”Our company is smaller than most in the industry but this means we can offer a very personal service..” </li></ul><ul><li>Turn the objection into a trial close. Eg “if I can satisfy you that the fuel consumption of this car is not greater than a Vauxhall Vectra would you buy” </li></ul>
  13. 16. <ul><li>Hidden objectives. – if a sales person believes that a buyer is unwilling to reveal their true objectives, they should ask questions such as: </li></ul><ul><ul><li>“ Is there anything so far you are unsure off?” </li></ul></ul><ul><ul><li>“ Is there anything on your mind” </li></ul></ul><ul><ul><li>“ What would it take to convince you?” </li></ul></ul>
  14. 17. Negotiation <ul><li>Start high but be realistic </li></ul><ul><li>Attempt to trade concession for concession e.g. </li></ul><ul><li>“ if you are prepared to arrange collection of these goods at our premises, then I’m prepared to knock ten euro off.” </li></ul>
  15. 18. Closing the sale <ul><li>Why are some sales people reluctant to close sales – failure of rejection </li></ul>
  16. 20. <ul><li>Simply ask for order </li></ul><ul><ul><li>Shall I reserve one for you? </li></ul></ul><ul><ul><li>Would you like to buy it? </li></ul></ul><ul><li>Summarize and then ask for the order </li></ul>
  17. 21. <ul><li>The concession close – “if you are willing to place an order now, I’m willing to knock 2% of the price” </li></ul><ul><li>The alternative close – “would you like it in red or blue?”, “Would you like it delivered on Tuesday or Friday?” </li></ul>
  18. 22. <ul><li>The objection close – “Of I can convince you that the model is the most economical in its class will you buy it?” </li></ul><ul><li>Action agreement – In some examples it is inappropriate to attempt to close the sale </li></ul>
  19. 23. Up-selling <ul><li>Highly important! </li></ul><ul><li>Customers will value your opinion </li></ul><ul><li>Easier to sell up to a customer - they have already indicated a willingness to purchase </li></ul><ul><li>Ancillary sales – e.g. candle with candle stick or gift cards </li></ul>
  20. 24. <ul><li>In part 2… </li></ul>
  21. 25. <ul><li>you’ll have the opportunity to ask our expert panel sales queries relating to ‘ your ’ business </li></ul>
  22. 26. http://www.facebook.com/DonegalEnterprise http://twitter.com/DonegalCEB www.donegalenterprise.ie