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    sales sales Presentation Transcript

      • Sales process Training and overview of 2 Day Workshop Products
      • Paper and internet research for approx. 3 days
      • Half day at library to get grounding on topic area
      • Telephone research (similar to very in-depth market research) - past delegates, past speakers, consultants and cold calling
      • Overall 10 days researching time, 8 days on phone
      • Up to 100 calls to relevant target audience
      • Training Courses
      • Renowned and expert course leaders
      • Strictly limited numbers
      • Pre course questionnaire
      • Tailored programme addressing individual needs
      • Practical workshops and worked examples
      • Comprehensive course documentation
      • Training course creation.
      • Research
      • Where do we find leads?
      • Internal Library /magazines
      • Directories & Buyer’s Guides
      • Trade journals
      • Competitve events
      • Internet
      • Past delegates
      • Referrals
      • Newspapers
      • Previous event files
      • Telephone conversations
      • There are two types of leads:
      • Specific
      • Broad
      • The best researchers will gather a mix of the two.
      • Remember:
      • Leads Decision makers emails Deals
      • Lead Research
      • Feature Fact about the product
      • Benefit How is the fact useful to the specific prospect
      • Do Not Tell, SELL.
      • Sell the benefits rather than list the features.
      • Identify and present the benefits most likely to appeal to the specific prospect.
      • Identifying the W.I.I.F.M factor, (What Is In It For Me?)
      • What are the benefits?
      • To learn; to increase or gain knowledge
      • Leading to: Increased revenues / profitability
      • Increased efficiency
      • Gaining a competitive edge
      • Reducing costs
      • Retaining / attracting key staff
      • Networking
      • Establish key industry contacts
      • Generate new business
      • Benchmarking
      • Case studies from industry leaders
      • Top level speakers: industry practitioners
      • Staff motivation
      • Features & Benefits
      • The Golden Rules
      • High call rate
      • Know your Product and Market
      • Only ever present to Decision Makers
      • Always introduce and maintain urgency
      • Always fully Qualify
      • Always Ask be for closing the sale
      • Do not take NO for an answer
      • Set Daily Goals for:
      • Calls made
      • Decision Makers Reached
      • Pitches made
      • Emails sent
      • • Deals!
      • Sales Process
      • 1. Reach the Decision Maker
      • 2. Pitch him / her
      • 3. Introduce urgency
      • 4. Listen
      • 5. Probe / Qualify
      • 6. Verbal commitment
      • 7. Booking form and payment
      • 7 Steps to a Sale
      • Before picking up the phone, you must have a solid belief set:
      • 1. of yourself (always be the equal of the person you’re selling to)
      • 2. of the product
      • 3. of the urgency
      • 4. of the prospect (i.e. that they are the right person)
      • Projecting an image of importance
      • Mention "let me give you my direct telephone number: ________”
      • "What is your direct telephone number so I can call you back to follow up this afternoon.”
      • Mirror image the person you are selling. "I am in a meeting between 1:00 and 3:00. I’ll give you a call as soon as I am out of this meeting…”
      • Belief Set
      • What is a decision maker?
      • Someone who has influence, need, authority, hold on money
      • Start high and work downward
      • The more senior the decision maker the more likely to book multiples
      • Always ask for referrals
      • Secretaries / P.A.’s
      • Be professional
      • Control the conversation - question them straight away
      • Confidence
      • Do not leave messages or phone numbers
      • Never be rude or argumentative
      • Gather information
      • Never pitch or send information
      • Keep it short - the longer the call, the more likely they will remember you
      • Three things that you can say to a secretary; your name, the event name, what it is about (technical statement)
      • Goal
      • Construct where the contact is in the company structure and their decision making power.
      • Reaching decision makers
      • Why is it important?
      • Urgency is a vital part of every sale and must be introduced to every pitch.
      • Urgency is introduced for the basic reason that it generates decisions sooner rather than later. The reason that this is beneficial to us can be
      • explained by the following rule
      • The longer a sale is in progress the less likely it is to result in a sale
      • 1. Credibility
      • 2 important points
      • The situation that you are using to create urgency has to be credible
      • Once the situation has been introduced it has to be maintained, otherwise you lose credibility and with it the sale.
      • Urgency
      • 2. From the very beginning
      • The most important time to generate urgency is at the very beginning of the pitch. It will always sound contrived if suddenly, at the end of
      • the dialogue, you try and convince them that the conference is almost sold out. Put them in the right frame of mind at the start.
      • There will always be those who will be upset by the ‘last minute’ notice. This should not cause you any problems, however. In fact, it can
      • help you generate even more urgency.
      • 3. Control the Sale
      • If we have something that the prospect wants then we are in control of the sale. Urgency is most effective once interest has been firmly
      • established. It is no use telling someone who has no interest that they must book today if they have no interest because they will not
      • respond.
      • Urgency
      • A decision maker does not need much time to decide whether to attend a workshop. They will, however, take as much time as you allow
      • them.
      • Never ask: "How much time do you need?" or "When will you know?"
      • Retain control by setting the pace yourself.
      • Always start with a short time frame so that even if it is extended it is still a quick decision.
      • A morning pitch should be set up for an afternoon call back, with the option of the next day.
      • An afternoon pitch should be set up for the next morning with the option of the afternoon or the next day.
      • You must also be able to fully justify why the decision needs to be made within the time frame you set
      • Urgency
      • 4. Extending deadlines
      • If a prospect needs more time and has genuine interest it may be appropriate to extend the deadline. You can gain commitment by offering
      • to put a place on hold until the next call, after which it must be resolved either way.
      • 5. The 'Blow Out'
      • In order to retain credibility it is often necessary to explain that the event has sold out or that registrations have closed. This is needs to be
      • explained in a firm and professional way.
      • "I have tried to keep this on hold for you beyond tomorrow but am unable to. As long as we receive confirmation by 5pm tomorrow we
      • will be OK, otherwise we will have to let it go to someone else."
      • Giving someone a firm deadline will result in a sale if the client has sufficient interest, as the deadline will be the stimulus needed to break
      • procrastination. It will ensure they speed up their process to avoid missing out.
      • If the deadline is missed we would probably not have made the sale anyway, at anytime.
      • Urgency
      • 6. Leaving the door open
      • With the above scenario we are always able to return to the prospect with a later opportunity if we 'leave the door open'.
      • "I am able to put you on a waiting list of interested parties that I will contact should we have any additional places to offer nearer the time.
      • Would you like me to do that? How many places should I look out for?"
      • REMEMBER THE RULE: THE LONGER A DECISION IS IN PROGRESS THE LESS LIKELY IT IS TO RESULT IN A SALE.
      • If you believe in the rule you will realise that by using urgency in the correct way you are increasing your chances of closing sales. If you
      • fear the loss of the sale you will mistakenly allow prospects as much time as they request and lose sales. You will also run the risk of
      • becoming a nuisance by repeatedly calling to see if a decision has been made yet.
      • Urgency
      • Make it on time all the time
      • Be positive, excited and focused on the end result.
      • Always assume
      • "How many people will you be sending?"
      • "How many seats are you taking?"
      • Reposition the product
      • Speaker quality
      • Speaking companies all leaders in the areas
      • Audience already booked in
      • Close
      • Ask for the registration
      • Use TBA (To be announced)
      • Do not accept no
      • Call Back
      • A prospect must make a commitment to read the fax pack before your next call
      • The next morning, get necessary approval, etc.
      • If you hear, "We have the info, we’ll look it over and if we want to go, we’ll go," regain control of the situation and re-emphasize the
      • urgency.
      • Important
      • Do not fear the loss of the sale. Rather have the client fear the loss of missing out. Stay in control of the sales process.
      • Never ask the prospect how long they will need, always set the timeframe yourself. If someone says they need 2 weeks to decide they are
      • probably not interested.
      • Attempt to set decisions for the same day or the next day, not 1 week away.
      • Remember the rule: The longer a decision is in progress the less likely it is to be a sale.
      • Be prepared to blow out
      • Why ask questions?
      • Interaction: we aim for at least a 50:50 conversation
      • Build rapport
      • To uncover needs
      • To qualify
      • To grab attention
      • Uncovering Needs
      • What are the NEEDS of our customers? They are the Needs of any Business.
      • Increasing profits, Cutting costs, Increasing Productivity, Increasing Efficiency, Greater Sales/Revenue, Improving Performance, Recruiting and
      • Retaining Employees, Increasing Market Share, Improving Shareholder Value, Increasing ROI, etc etc
      • What Benefits of your product satisfy these needs?
      • How to uncover the specific needs of your prospect
      • Questioning techniques
      • Who?
      • What?
      • Why?
      • Where?
      • How?
      • When?
      • Be fully prepared with a list of questions you can ask to different prospects. Being prepared will increase your confidence and
      • professionalism.
      • OPEN QUESTIONS
      • Qualifying
      • What is it?
      • A process to determine how likely is this person to be a sale.
      • Why?
      • Saves time
      • Deals up front with potential objections
      • Reduces rejection
      • What do we qualify?
      • We qualify factors that are fundamental to a sale happening
      • 1. Topic / relevance
      • • “ What is your area of responsibility?”
      • • “ How important is this issue?”
      • • “ How large is your team?”
      • • “ How long have you been in this area?”
      • Try and avoid yes / no questions. The goal is to have the prospect talk about themselves and what they do. This will tell you whether the topic
      • is relevant and allow you to target the most relevant aspects.
      • Asking: "Is this of interest?" may not tell you much.
      • Qualifying
      • 2.Decision Maker
      • Rather than ask: “Are you the decision maker?” you can find out by asking other questions.
      • “ You sound like the right person for this event, are you also the person that decides on attending?”
      • “ Do you have your own budget for attending conferences?”
      • “ Are you considering attending in person or will you be sending some of your team?”
      • 3. Dates
      • “ The conference is being held on the 3rd and 4th of May, which is a Wednesday and Thursday. Are those dates free in your diary at the
      • moment?”
      • Qualifying
      • 4. Budget
      • Only discuss price when you are ready. This means after you have discussed a number of benefits and established interest.
      • 5. Location
      • This increases in importance the further from the conference venue the prospect is.
      • 6. Numbers of Attendees
      • This is not fundamental to the sale being made but by discussing the idea of groups or teams of people attending you will make more multiple
      • delegate bookings, which obviously makes it easier to reach targets.
      • • Mention the other companies (ideally competitors) that have already signed up more than one delegate.
      • • Discuss price breaks for multiple bookings.
      • Qualifying
      • 7. Call Back Time and Reason
      • This is your final qualifying question. The call back time and reason should be set up in the same way that you would set up a face to face
      • meeting with someone.
      • Qualifying
      • Confidence
      • Know your product
      • Enthusiasm
      • A sale is a transference of enthusiasm from salesperson to prospect.
      • You must believe in your product
      • Energy
      • Volume
      • Stand Up
      • Urgency
      • Not just what you say but how you say it
      • Pausing
      • Adds emphasis to key selling points
      • Speed
      • As you speak not as you read
      • Delivery of Pitch
      • Mirror your prospect
      • Build Rapport
      • Create a dialogue, have a conversation
      • Be interested in your prospect
      • Humour
      • Clarity
      • Clear diction
      • Be clear in what you want, i.e. the prospect to attend the event.
      • Be relaxed and natural
      • Believe in what you are saying
      • Modulation – use your voice, it is a powerful tool
      • Use adverbs – (obviously, naturally, unfortunately)
      • Listen for reactions – (buying signals, closing opportunities, use trial close questions)
      • Stay focused on the end result – the sale!
      • Delivery of Pitch
      • The 10 Step Sales Pitch
      • 1. Greeting
      • • Confident/Energetic/Authoritative
      • • Don’t sound like a Salesperson
      • 2. Introductory Statement
      • • Briefly explain the reason for the call
      • • Summarize a couple of key features
      • • Build excitement
      • • Use Competitors/Colleagues/Associates
      • • The goal is to quickly and effectively get their attention and peak their interest
      • 3. Urgency
      • • Must occur at the outset.
      • • Establish that it needs to be a priority and set it up for a quick decision
      • 4. Pre-Qualifying Questions
      • • Through a mixture of open and closed questions (pre-prepared), establish that you are speaking to the right person and that the subject
      • matter is relevant
      • • Questioning must be Assumptive
      • The 10 Step Sales Pitch
      • 5. General Content
      • • The Meat of the pitch
      • • Brand and position DINANMITE training course
      • • Discuss in more detail the key features of the conference (particularly those that equate to the job title and company of the prospect)
      • • Boldly explain the advantages and benefits for each key feature.
      • 6. Probing
      • • Ask strong open questions (pre-prepared) in order to engage the prospect in discussion.
      • • Try to discover specific issues/needs
      • • Take precise notes
      • 7. Specific Content
      • • Match the agenda to the specific needs of the prospect discovered in step 6
      • • Reiterate the obvious value/benefit in the event for the prospect
      • them begin to seriously consider being there
      • The 10 Step Sales Pitch
      • 8. Trial Close
      • • Ask for the sale (Example: Great! This sounds like a conference you need to attend. How many seats will you need? I have a block of
      • three and a block of five available.)
      • • The point is to make them begin to seriously consider being there
      • 9. Qualify
      • Dates/Calendar
      • Investment/Budget
      • Authority to sign the contract and approve the funds
      • 10. Arrange the Call Back Time
      • Must be a specific time
      • Reiterate urgency
      • Never longer than 24 hours, preferably follow the AM/PM, PM/AM rule
      • The 10 Step Sales Pitch
      • Listen for the buying signals
      • A buying signal is something said or intimated by your prospect, which suggests that they have a genuine interest in the sales proposition
      • and even in you. A prospect will rarely say "I want it", instead they will say things that signal interest and may even present you with
      • closing opportunities:
      • "We were thinking about the…"
      • "Do you really…"
      • "They do business with you – do they?"
      • "Is that a fact?"
      • Such signs of interest are all buying signals.
      • Buying signals are your confirmation that there is genuine interest on the buyer’s side, but often such signals are missed.
      • BEWARE: Unless you listen you will not hear them.
      • Try to spend 80% of the time listening and only 20% talking. Let the buyer do the talking and he / she will often show you the road to a
      • Buying signals and Listening
      • Buying signals are for you to use for your advantage, but do not "jump the gun" too early. If you have real interest, but you have only
      • been talking to the prospect for two minutes you may scare them with a premature attempt to close!
      • Buying signals also allow you to turn features into benefits. Trial closes are a good way to test the water here.
      • Several buying signals in a conversation are an invitation to close in any one of several closing methods available.
      • How to use buying signals
      • When the client appears to be completely indifferent to what you are suggesting or offering, they most probably do not see the need for
      • what you are offering.
      • Your strategy should be to probe in order to uncover unrealised needs.
      • Remember – nothing you will say will turn them, unless they realise a need.
      • Provide some helpful advice which could help them realise they have an important need.
      • Handling indifference
      • General
      • Remember one of the "Golden Rules": Do Not Take No For An Answer.
      • If someone is saying "No" you need to find out the real reason why.
      • A genuine objection is a good sign. If you can overcome it you should have a sale.
      • Be understanding and show empathy. Attempt to help the prospect to find a solution. Do not argue or contradict.
      • Objection handling
      • 1.Understand / Empathize
      • Listen to the prospect’s objection and understand the reason why it concerns them. If you feel it’s a genuine objection, such as "all
      • budgets have been set" then you can almost agree with them since budgets are usually set a year in advance with most companies we
      • speak to.
      • 2. Isolate / Separate / Clarify
      • Clarify what they mean by "the budget is set", determine when the budget is set, what they spent, and what’s available, etc. "Apart from
      • the budget issues is there any other reason why you are not reserving the package today?"
      • 3. Condition
      • Establish if we can overcome their objection, then there should be no reason why we can’t get the package reserved for them.
      • 4. Close
      • Once you overcome their objection with a condition close, … ASK FOR THE SALE!!!
      • The four steps to overcoming an objection
      • We will go through a number of objections with you.
      • You should be comfortable with your responses to such general objections as:
      • “ Too expensive”
      • “ Too busy”
      • “ Need more time”
      • “ I have been called by you before”
      • “ Send me something in the post”
      • You will encounter specific objections relating to your event. The sooner you become familiar with each event the easier it will be for you to
      • overcome these.
      • Objection handling
      • Closing
      • Trial closes
      • When you feel that you may scare off your client with a direct close attempt early in the game, test the water with trial closes.
      • A trial close is usually a statement or question based on an assumption that a decision to buy has been made.
      • Summary close
      • Summarising the benefits that they have agreed is beneficial
      • Alternative close (option close)
      • "I am going to be in a meeting between 1:00 and 3:00. Should I give you a call at 12:30 or 3:30 for your initial reaction?"
      • Closing
      • Conditional close
      • Most common way of overcoming an objection:
      • "If we can do that, would you go ahead and reserve this package now?"
      • Direct close
      • If our first call has been thorough we should only have one question to ask on our call back:
      • “ Are you coming to the conference on (topic)?” should be our first question.
      • Average sales people fear rejection and will often ask safe questions instead, such as:
      • “ Did you receive my email?”
      • “ Have you had chance to read it?”
      • “ What did you think?”
      • Closing
      • Important
      • 1. Always be closing
      • Never forget it! Always be nudging your prospect into a buying commitment. They will probably close themselves but not without your
      • help.
      • 2. After the close be calm!
      • When you have asked a closing question, do not say another thing!
      • You must not speak first. Let the pressure of the silence weigh upon your prospect and not on you.
      • 3. Once a deal is done or blown, always ask for referals!
      • "Could you suggest to me anyone you may feel will be in a position to benefit from this situation?"
      • Closing
      • Creating Accurate Client Expectation
      • The successful salesperson is one who describes the features and benefits of a product where the client is enticed to buy and is clear on
      • what to expect. Never exaggerate or embellish features of the product to make a sale. You will misrepresent the company and sacrifice
      • your credibility.
      • Misrepresentation will result in disciplinary action
      • Look beyond the short-term financial gain. Focus on the client company name you register onto an event, not just the dollar value. Regard
      • them as a new client with the potential to develop them into a long-term repeat customer.
      • Client Relations Management
      • Well done on your first sales overview and process training!
      • We look forward to your success by working hard, staying positive and driving this process to develop long term client relationships.