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The Five Core Skills of Confident Sales People
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The Five Core Skills of Confident Sales People

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Anyone can follow a sales process, so why can’t everyone sell? ...

Anyone can follow a sales process, so why can’t everyone sell?

Scott Summers a Sales Presentation Specialist from IBM believes they can.

So far I've surveyed almost 200 business owners, startups and entrepreneurs. Only a small handful have said that selling is a skill that they feel confident about.

So, to help the thousands of business owners who aren’t natural sellers, I’ve identified the five core skills of a confident sales person.

Use them together and watch your sales increase.

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    The Five Core Skills of Confident Sales People The Five Core Skills of Confident Sales People Presentation Transcript

    • An extract from: The Confident Seller Programme Unlock the 5 core skills of confident sales people
    • Scott Summers ! Co-founder of The Skills Farm Ltd ! Sales Presentation Specialist ! Experienced trainer & coach: ! IBM, Apple, Google, NHS A bit about me…
    • 1. Why most business owners aren’t natural sales people 2. The Five C’s of Confident Selling 3. How you can become more confident when you sell 4. The Confident Seller Programme overview What questions do you have? Email: getintouch@theskillsfarm.co.uk
    • Don’t sell Can’t sell Most business owners fall into two categories: “Rejection of my solution hurts.” “It feels like I’m being manipulative.” “I’m not good at thinking on my feet.” “My prospective customers don’t ‘get’ what I’m offering.” “People seem interested at first, then they fizzle out.” “I find closing the sale really uncomfortable.” “I don’t have time to sell.” “Now is not the right time for my business.” “Sales has a bad reputation.” “I don’t enjoy talking to people.” “My solution should sell itself.” “I’ve never learned to sell.” “I freeze.”
    • Warning: According to Bloomberg, almost 80%of startup businesses fail in the 12 - 36 months. The majority blame their demise on lack of cash. ! Forbes.com say that the top five reasons why so many startup business fail are all sales & communicationrelated. ! How many apply to you? ! 1. Too much time focussing on your product. 2. Not enough time in dialogue with your customers. 3. Inability to articulate the value proposition to your customers. 4. Avoidance of closing a sale. 5. Lack of sales means no cash flow and little chance of funding.
    • Our survey shows that most business owners struggle when it comes to selling Businessownerresponse 0 12.5 25 37.5 50 Level of confidence Not at all confident Sometimes confident Fairly confident Very confident 9% 22% 49% 20% Data source: The Skills Farm LtdBased on 183 business owners surveyed in 2013/2014
    • Three reasons why now is the right time to develop your sales skills 1. The recovering economy means businesses and consumers now have more money to buy your solution. 2. There are more startup businesses than ever before, meaning that you have more competition in a noisy marketplace. 3. Todays customers are more informed than ever before, which means that you need to cut through the noise, to be heard.
    • 1. Why most business owners aren’t natural sales people 2. The Five C’s of Confident Selling 3. How you can become more confident when you sell 4. The Confident Seller Programme overview What questions do you have? Email: getintouch@theskillsfarm.co.uk
    • The Five C’s of Confident Selling Once you have absolute CLARITY of your sales message, pitch or presentation from your customers perspective, you’ll become equipped to articulate what you offer, and able to adapt what you say to any sales situation. 1. CLARITY
    • 1. Clarity Having it: Allows you to get into the head of your target customer Helps you detach emotionally from detail that you think is relevant Provides you with clear options for what to say and ask “Feels like a lightbulb switching on!” Not having it: You might be clear about what you offer, but that doesn’t mean your customer is Confused, mystified or bored customers will not buy from you Too much information will overwhelm any gut instinct to buy your solution “Feels frustrating because they just don’t ‘get’ it.”
    • Test out your sales conversation with someone you trust Then ask for honest feedback: Were you confused, even slightly, at any point? Did you, at any point, wonder where this was going? Did you understand every word I said? Did you loose attention at any time when I was speaking? Did I stop speaking soon enough for you? Try this out!
    • The Five C’s of Confident Selling Having the skills to fully grab the attention of your customers and keep that CONNECTION throughout the entire sales discussion, means that your customers remain completely focussed on you and the value your product or service offers. 2. CONNECTION
    • 2. Connection Having it:Not having it: Customers get easily distracted and loose focus on what you are saying Your passion for your proposed solution doesn’t excite them They don’t feel that you are genuinely interested in them “Feels frustrating because their interest fizzles out quickly and they don’t buy.” Use positive voice tone, body language & energy to keep your customers attention Use techniques to grab their attention and hold it over long periods Allows you to pick up on verbal and non- verbal signals ‘in the moment’ “Feels like I’ve unlocked the secret to keeping people focussed!”
    • Techniques to grab attention Some suggestions for ‘hooking’ in your customers: Ask a relevant diagnosis question Show something interesting & relevant “Did you know…[relevant fact or statistic]?” More than just introducing yourself… Use your ‘clarity’ to link their responses to your ‘conversation’ Try this out!
    • The Five C’s of Confident Selling Whether you are pitching, presenting or chatting informally, knowing exactly what to say and ask during your sales CONVERSATION is the key to keeping your customer engaged in an informative dialogue. 3. CONVERSATION
    • 3. Conversation Having it:Not having it: Your customer feels talked at and not engaged with and listened to Your customer dominates the conversation What you say is over detailed or irrelevant to your customer “Feels frustrating because the conversation goes nowhere and doesn’t lead to a sale.” Allows you to balance the conversation by keeping it informative and on track Gives you the techniques to respond to the signals you pick up on Equips you with empathy and relationship building skills “Feels like I am engaged in a conversation that’s really useful to us both.”
    • Responding to signals you pick up on Ask yourself: What would I ask if my target customer keeps looking at their phone? How would I respond if they looked confused? What would I say if their responses to my questions were vague? What would I do if they got emotional? How would I respond if I felt like they didn’t like me? Try this out!
    • The Five C’s of Confident Selling Having the ability to stay COMPOSED and know what to say and do when things don’t go to plan means you’ll be ready to tackle any situation, as well as handle your customers difficult questions, objections or concerns. 4. COMPOSURE
    • 4. Composure Having it:Not having it: You always feel pressurised to answer every difficult question or challenge You can’t think on your feet when things go off track, or when you get objections Thinking time, pausing and silence feel nerve-wracking and uncomfortable “Feels dangerous, stressful and my customers notice that I am out of my depth.” Provides you with tactics that give you time to think clearly Allows you to maintain your ‘state’; grounded, energetic, trusted etc. Free’s you up to respond calmly to difficult questions & situations “Feels like I am unflappable, even when I’m challenged.”
    • Practice staying calm and handling these objections Ask someone to challenge you by saying: “Oh yes, I already use your competitors product.” “I’m really not sure if I need this right now.” “I think you are wrong.” “That’s very expensive for what it is, don’t you think?” “What qualifies you to talk about this?” Try this out!
    • The Five C’s of Confident Selling When you feel at ease to be able to naturally move your sales discussion toward a comfortable conclusion, you’ll have a positive impact over the outcome and CLOSURE of the sale. 5. CLOSURE
    • 5.Closure Having it:Not having it: You generally leave it to the last minute before you get any commitment to buy You ramble when you respond to difficult questions, objections or concerns You avoid asking for the order because it makes you feel very uncomfortable “Feels unnatural, manipulative and I don’t like rejection.” Allows you to gain commitment throughout your entire sales conversation Equips you with a range of authentic responses to different objections Moves you naturally to the space where its easier for you to ask for the sale “Feels much more comfortable for me and a positive experience for them.”
    • Naturally asking for the sale Some suggestions for you to try: So, how does sound to you? Is there anything that you are still unsure of? So, shall we get started on the paperwork today, while there is 15% off? Would I be right in saying that you’d like to go ahead with the trial? So, shall we go for Option A, with the extra widget or without? Try this out!
    • Once you have absolute CLARITY of your sales message, pitch or presentation from your customers perspective, you’ll become equipped to articulate what you offer, and able to adapt what you say to any sales situation. Having the skills to fully grab the attention of your customers and keep that CONNECTION throughout the entire sales discussion, means that your customers remain completely focussed on you and the value your product or service offers. Whether you are pitching, presenting or chatting informally, knowing exactly what to say and ask during your sales CONVERSATION is the key to keeping your customer engaged in an informative dialogue. Having the ability to stay COMPOSED and know what to say and do when things don’t go to plan means you’ll be ready to tackle any situation, as well as handle your customers difficult questions, objections or concerns. When you feel at ease to be able to naturally move your sales discussion toward a comfortable conclusion, you’ll have a positive impact over the outcome and CLOSURE of the sale. The Five C’s of Confident Selling
    • Where do most business owners struggle? Data source: The Skills Farm LtdBased on 183 business owners surveyed in 2013/2014 Clarity Connection Conversation Composure Closure Percentage 0 25 50 75 100 91% 83% 77% 62% 88%
    • Confused customers needed simplicity & clarity Uninterested customers needed passion and connection Unresponsive customers needed an empathetic, engaging conversation Unsure customers wanted their questions answered with composure All customers needed to give commitment and get closure Case study The five skills, when practiced and used together, will give you the CONFIDENCE you need to sell your product or service.
    • 1. Why most business owners aren’t natural sales people 2. The Five C’s of Confident Selling 3. How you can become more confident when you sell 4. The Confident Seller Programme overview What questions do you have? Email: getintouch@theskillsfarm.co.uk
    • Learn the skills to sell with confidence The Confident Seller Programme Skills building two day training workshop Ideal Central London location Places limited to 8 business owners Only £770 +VAT
    • Training Workshop Overview Two day training workshop at the Institute of Directors on Pall Mall in Central London Build your confidence as you learn the right skills to sell Plenty of practice with expert and peer-to-peer feedback in a ‘safe environment’ Individual focus on increasing your sales for your business using the Five C’s of Confident Selling Only £770 +VAT
    • Useful information Two day workshop’s run every month Training manual & stationery provided 9:30am to 5:30pm both days Only £770 +VAT Refreshments and lunch included both days
    • To book your place: Call: +44 (0) 20 8265 7279 Click: EventBright. Search:The Confident Seller Programme Pay with: Email: scottsummers@theskillsfarm.co.uk Only £770 +VAT Places are first come first served Stop wishing for more sales. Learn the skills to make them happen.
    • Remember why now is the right time to develop your sales skills 1. The economy is recovering ! 2. The marketplace is getting crowded and noisy ! 3. You need to cut through that noise to be heard You and your business need to stand out from the crowd
    • The Confident Seller Programme See you at… 12th & 13th June 2014