Selling Homeowers’ Enjoyment of Home Mark McKenzie, ACB Persuasive Speaking Project 2 – Conquering The Cold Call April 10, 2013
Objectives of Presentation• Learn a technique for cold call selling of expensive products or services• Recognize the risks buyers assume in purchasing• Use questions to help the buy discover problems with his or her situations• Successfully handle buyer’s objections and concerns
Order of Presentation• Part 1: Presentation - 3 to 4 mins. – Presentation on the persuasive process used in cold call sales of expensive items• Part 2: Role Play – 5 to 7 mins. – Introduction partner, – Introduction of scenario for role play and – Role play• Part 3: Informal discussion - 2 to 3 mins – What could I say or do differently to more effective? – Other questions
Consumer Buying Decision Process Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchases Post-Purchase Evaluation
A Five-step thought process used by buyersNeed Identification Begins when buyer has an unsatisfied needRecognition of Importance Buyer realizes the need is important that it requires actionSearch for Fulfillment Buyer looks for ways to fill this recognized need.Evaluation of Options Buyer examine different options, study information collected and match needs against each optionDecision-making After considering the information and options, buyer makes decision either purchase or not purchase.Source: The Anatomy of Persuasion by Norbert Aubuchon, see page 7 PersuasiveSpeaking, Toastmasters Advance Communication Series
Across Domains: Retail Offerings A.D.A.P.T ACTIVATION ASSESSMENT DISCOVERY • Identify some areas which are of • Activate their perception and• Ask open questions discomfort about the problem in more particular interest to you or where you• Get client to tell you about his/her may be able to make a sale. detailsituation. • Make them dissatisfied with the • Ask client about problems he/she• Should be relaxed and non- current situation may be experiencing.threatening , seem easy for client but • The hurt of the Hurt and Rescue • DO NOT start selling product at thispacked with information for you. principle point. PROJECTION TRANSITION • Now that the client is actively • The last stage is to move to the uncomfortable rescue of the Hurt and Rescue principle • Your next action is to move the client from despair at the size of his /her problem to hope that he/ she will be able to find a solution.
Across Domains: Healthcare L.O.C.A.T.E • Use empathy to show that you • Use active •Detect their needs and deep and goals care about them and hence listening develop trust that will bond them to you. • Watch body Listen language • Note that empathy is difficult to • Watch how their fake -- if you truly do care about body changes with them then it will shine through their words your words and deeds. • It communicate feelings • If you just ask questions, the • Bringing things client may become suspicious. together leads to new Ask thoughts and • Share little information about potentially useful discoveries. you and your company, do be careful not to over-do this. • Ask questions to discover more detail that is relevant to your selling process.
Risky Business• Selling expensive products may take days or months to complete• Each step is more pronounced and prolonged• Salesperson may be addressing more than one person on buyers end – Because it is an important and expensive purchase – May require approval by several people
Risky Business• More money involved in sale – Buyer more hesitant and cautious – People are exceptionally cautious about parting with large amounts of cash• Buyer wary of personal risk being assumed – Purchasing mistakes may lead to losing of respects from superiors , co-workers and family and friend, demotion or even job loss• Costly mistakes at home may mean: – Personal loss or – Inconvenience that haunts us for a long time
Cold Call Sales• Buyers don’t come to sellers; sellers seek out buyers – Targeted as potential markets• Present a special challenge to the salesperson – Trying to get others to change – To accept a new product or service or way of doing things• Buyer may not even be aware he or she have a need or problem
To Be Successful• Win buyer’s trust if you are:• Honest about yourself, your product and your experience• Realistic about what it can and cannot do for the buyer• Communicate and maintain contact with the buyer, advising him or her of potential problems, offering solutions and promptly responding to concerns raised by the buyer• Concerned about the buyer and the buyer’s need, not yourself and your own needs
To Be Successful• Gently encourage buyers to discover for themselves that change is necessary or good• Help them realize you are the resource who can assist in making the improvement painless• Credibility is demonstrated in your knowledge of your product, competitors’ product and the industry.• Good communication skills and• Reliability
Cold Call Format• Your name• Your company name• A greeting such as, “Very nice to meet you.”• Your product or service’s primary benefit• Why you’re calling followed by a commitment question• Some discussion to determine interest• Qualifying – (do they meet all necessary criteria – affordability, need, health requirements, etc.)• Rapport building• Closing on the next step• A strong final statement