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This document provides a brief overview of each “Creating Customer Value” skill, for the complete rollout training and facilitation contact Andre’ Harrell at 267-221-8529 or by ...

This document provides a brief overview of each “Creating Customer Value” skill, for the complete rollout training and facilitation contact Andre’ Harrell at 267-221-8529 or by
e-mail: aharrell2000@comcast.net

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Andre' Harrell CCV selling model Document Transcript

  • 1. 0 CREATING CUSTOMER VALUE through “Selling Skills Excellence” By Andre’ Harrell
  • 2. Introducing “Creating Customer Value” In today’s competitive and dynamic global marketplace, you as sales professionals face significant challenges to accomplishing your sales goals. These challenges include:  Differentiating your chief products in a highly competitive market  Succeeding in an environment where it is sometimes difficult to gain meaningful access to customers  Winning in an increasingly crowded market, against a growing number of skilled competitor sales professionals  Selling not only to busy customers, but to their counterparts/team  Getting past restrictive “gate keepers” One thing is clear: to succeed in this current environment you must maximize the results of every interaction with every customer. That’s what the Creating Customer Value workshop is all about… The next 2 pages provide a brief overview of each “Creating Customer Value” skill, for the complete rollout training and facilitation contact Andre’ Harrell at 267-221-8529 or by e-mail: aharrell2000@comcast.net
  • 3. Available Time Available Time Available Time Available Time Alternate Objective Alternate Objective Primary Objective Alternate Objective Alternate Objective CREATING CUSTOMER VALUE (“Selling Skills” that get RESULTS!) Quick Reference Card Principle: Expect the Unexpected What will my objective be if things turn out differently than I anticipate? Tool: Alternate Objectives Is my objective Behavioral, Observable, and Clear? More Than Expected Doctor's Receptivity Principle: UncoverMotivation Understand the customer’s needs and what she/he values. Tool: Stage 2 Questions Prioritizing: Could you rank order for me… Comparative: Could you compare and contrast… Hypothetical: Suppose I were to… Tool: Less Than Expected Available Time More Than Expected Emotive: How did you feel… Provocative: Position the Meeting • Concise and direct • Overlaps their agenda • Moves you closer to your objective I’m interested in hearing your thoughts on… Principle: Accelerate Closure What commitment can I gain during the next interaction? Tool: Expectations What clear, assertive statements can I make to motivate action? • I want… • I need… • I would like… • I expect… Principle: Shape the Value Describe the situation/“value-add” to maximize its perceived value. Tool: Framing • What’s important to the other party? • Appeal of product/”value-add” • Pick the best combination of both Tool: Commitment Drivers ❒ Scarcity ❒ Friendship ❒ Deadline ❒ Bargain ❒ Authority ❒ Competition ❒ Conformity
  • 4. CREATING CUSTOMER VALUE Self-coaching Checklist Principle: Expect the Unexpected Tools: Alternate Objectives ● Is there a long-term business goal for this account? ● Is there a primary objective for this call? ● Is that primary call objective consistent with the long-term business goal for this account? ● HaveyoucreatedAlternateObjectives forthiscall? Position the Meeting ● Can you briefly describe the purpose of this meeting in a manner likely to capture the doctor’s attention? ● Have you considered alternate ways to Position this meeting if it’s necessary to switch to an alternate objective? Principle: Uncover Motivation Tool: Stage 2 Questions ● Have you crafted Stage 2 Questions that are likely to be effective with this customer? Why? ● Where will the answers to these Stage 2 Questions lead the conversation? ● Are you prepared with good questions and the necessary knowledge to follow up effectively? ● If there is only a limited time with this customer, can you ask a Stage 2 Question that will create an opportunity to discuss the answer at a later date? Principle: Shape the Value Tools: Framing ● Have you thought through how to best frame “value-adds” for this customer? Commitment Drivers ● Have you thought through how to use one or more Commitment Drivers to create even more motivation for this customer to take action? Principle: Accelerate Closure Tool: Expectations ● Are you communicating clear Expectations to the customer? ● Do your words and non-verbals (i.e., tone, posture and facial expression, etc.) reflect an appropriate level of confidence and assertiveness?
  • 5. Checkout my presentation on “Developing a Global Sales Team for EXCELLENCE” http://slidesha.re/1atNy46 You can also checkout my background/work by clicking on the following links: http://www.slideshare.net/aharrell2000 www.linkedin.com/pub/andre-d-harrell/5/13/382/ http://thesalesprofessionalnetwork.blogspot.com/ www.ah2andbeyond.com https://www.facebook.com/pages/Sales-Marketing- Management-Consulting/267898536570725 Andre’ Harrell AH2 & Beyond Consulting www.ah2andbeyond.com aharrell2000@comcast.net 267-221-8529