Sell “CUSTOMER VALUE”……instead of your product!
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Sell “CUSTOMER VALUE”……instead of your product!

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Seems counter intuitive however focusing on connecting with your customers and driving "Value" based on that connection inevitably brings the "Sales Process" into play. Selling "Customer Value" is a ...

Seems counter intuitive however focusing on connecting with your customers and driving "Value" based on that connection inevitably brings the "Sales Process" into play. Selling "Customer Value" is a behavioral change that entirely focuses on the customer.

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Sell “CUSTOMER VALUE”……instead of your product! Sell “CUSTOMER VALUE”……instead of your product! Presentation Transcript

  • SELLING “CUSTOMER VALUE”
  • PAST SELLING MODELS…THAT DO NOT WORK!! CSS Integrity Selling AIDINC
  • BACKGROUND There are plenty of “Sales Models” out there that attempt to create this “professional” and “engaging” approach to selling that is based on providing value to the customer. However, if you examine each of these “fail proof” ways to sell to the customer you’ll find many of them focus on “The Product”….not truly on the customer. While the perception and cliché sales talk of “identifying customer needs” is the goal of each of these “brain-washing” methods, we as sales professionals truly have to take a step back and reflect on what we’re really trying to accomplish when attempting to bring true “Value” to the customer. The next few slides I’ll attempt to present ways YOU can have the most impact with your customers by directly “Selling Customer Value”….and not just your product!
  • SELLING “CUSTOMER VALUE” Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness
  • WHY SHOULD I SELL “CV”?     More focus on addressing/driving “customer solutions” Encourages “Active Listening” by taking in inventory and fully understanding customer needs Easiest way to Build a “Partnership” and “Collaboration” process that’s based on TRUST Will help to develop better foundational selling skills that’s built on the foundation of “LISTENING”
  • THE TYPICAL REP VS THE “VALUED REP” Typical Representative      Looks the same Acts the same Says the same cliché things Gives “canned” presentations based on their needs Placed in “seller’s box” by customer (This is a big issue) Valued Representative      Listen’s first! Drives mutual discussion Not just uncovers needs, but immerses in those needs Creates professional partnership Willing to be “Educated” versus “Educating”
  • WHAT SELLING TODAY LOOKS LIKE “Company Vision” Is about meeting your customers’ needs by showing the VALUE your products and services provide. Notice it states “Value your products and services provide”. This statement is more “Product Focused” versus “Customer Focused”
  • FACTORS THAT EFFECT….     Global economy has effected the “Sales Business”, selling “Customer Value” first is critical to overcoming this real drawback Customers regardless of industry have limited time to see sales reps, so capturing/attaining their attention is a challenge “Gate Keepers” have raised roadblocks even higher getting to decision makers Sales rep more concerned about selling product rather than determining “Customer Value” first
  • WHAT SHOULD BE THE GOALS?    Create professional and engaging approach to selling that is based on providing “Customer Value” Drive behavioral change that encourages deeper customer engagement that bolsters integrity, trust, empathy, and confidence Move customers through buying cycle to achieve a commitment to action that relates to “Customer Value” needs-based solutions
  • BASIC SALES PROCESS Purpose of a Sales Call • To understand customers’ challenges • To identify needs • To provide solutions and value • To create a partnership Gain Commitment/Make Sale
  • SELLING “CUSTOMER VALUE” Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness
  • WHAT IS THE CUSTOMER BUYING CYCLE? Unawareness Usage Your Goal! Evaluation/Trial Awareness
  • SELLING “CUSTOMER VALUE” Unawareness Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Opening Creating Dialogue Awareness
  • CALL PLANNING  Use buying cycle to set short-term and long-term SMART call objectives  Determine “Customer Value” needs-based solutions  Plan/Prepare objectives and questions – find out how and why the customer is in their current predicament  Anticipate/Prepare for possible objections and questions  Establish timing to gather commitment to action
  • WHY CALL PLAN BEFOREHAND?     Sales can be a “Self Fulfilling”…what you prepare/expect can be a reality It helps you organize before call what you’d like the “Customer” to accomplish before your accomplishment (a new twist) You have a finished document you can revisit after sales call, and determine what you were able to accomplish Allows you to get a head start on next pre-call plan
  • WHAT IS A CALL CONTINUUM?   Pre-call planning – defines the objective for the next call based on the outcome of the prior call, the opening, possible inquiries and objections, and next actions Post-call analysis – describes the outcome of the call, what resources were used, if the objective was achieved, questions and objections that arose, and agreed-upon next actions
  • SELLING “CUSTOMER VALUE” Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness
  • LETS START WITH POOR OPENINGS!   “How is Product X doing?” “I would like to talk with you today about Product X.”  “Is Product X still working well for you?”  “Anything I can do for you today?”
  • WHY TAKE “THE OPENING” SERIOUSLY?    1st impression is EVERYTHING in the sales business….a poor opening doesn’t make for a favorable 1st impression Customers’ time are limited….a poor opening cuts that time in half Establish upfront to the customer that you are there to provide “Customer Value” by serving their interest
  • SELLING “CUSTOMER VALUE” Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness
  • CREATING DIALOGUE THRU BUILDING “BUSINESS RELATIONSHIPS” Competence Character • • • • • Maturity Reliable Respectful Positive Intent Genuinely Cares Trust • • • • • Experience Product Knowledge Market Knowledge Solutions Oriented Articulate
  • GALLUP SALES ANALYSIS Customers who felt strongly positive about their sales representatives were 12 times more likely to continue repurchasing the product . . . evidence showed an emotional connection or attachment was important . . . price was not a significant driver of repurchase intentions. Smith and Rutigliano, Discover Your Sales Strengths, 2003
  • THE 3 ELEMENTS OF COMMUNICATION Inquiring Observing Listening
  • “INQUIRING” VERSUS “PROBING” Why “Inquiring” is more effective than “Probing”:     “Inquiring” encourages 2-way dialogue…”Probing” is one-sided questioning Both parties can “Inquire” of each other which solidifies more “Trust” “Inquiring helps both parties understand and validate customer needs This form of “Inquiry” can move the conversation in a direction that solves customer predicaments
  • “INQUIRIES” THAT ARE NEEDS-BASED     Are intended to identify or clarify customer needs…which initiates “Customer Value” Increase importance or place value on customers’ needs Gain additional information specific to needs and problems Lead customer to solutions by overcoming needs and problems
  • LISTENING IS SO IMPORTANT!!     People are on average only about 25 percent effective at listening The number one reason why customers dislike salespeople…..salespeople don’t “Listen” Unfortunately, very few people ever work on this skill The most fundamental aspect of selling is to listen to customers’ needs
  • YES, THERE ARE LISTENING LEVELS! Level 3 Level 2 Level 1
  • LEVEL 3 LISTENING  Listening in spurts  Half-listening  Quiet, passive listening  More interested in talking than listening
  • LEVEL 2 LISTENING  Hearing, but not really listening  Not seeking to understand meaning  More concerned about content than feeling
  • LEVEL 1 LISTENING Total “Active Listening” that’s without outside distractions and is focused on communication from other participant
  • APPLYING LISTENING SKILLS If you really want to know what is on your customers’ minds and what is really important to them, a structured approach to listening may help. By developing a clear pre-call plan, you can have the preparedness to listen to the needs of your customers. J. Stengel, A. Dixon, and C. Allen, “Listening Begins at Home,” Harvard Business Review
  • WHAT EFFECTIVE “LISTENING” LOOKS LIKE     Patience……active listening Not just taking in main ideas…applying back those main ideas Not being distracted and paying attention to total communication, including nonverbal cues Suspending own thoughts and feelings
  • SELLING “CUSTOMER VALUE” Usage Call Planning Closing Handling Objections SCV Feature/Benefit Evaluation/ Selling Trial Unawareness Opening Creating Dialogue Awareness
  • FEATURES & BENEFITS AFTER THE FACT    The “Feature” is the characteristics of the product or service….this is presented after identifying the true “Customer Value” The “Benefit” does align to the “Customer Value” which helps address the customer predicament “Customer Value” should appropriately have linkages to the features and benefits of the product
  • SELLING “CUSTOMER VALUE” Usage Closing Call Planning Handling SCV Objections Evaluation/ Trial Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness
  • TYPES OF COMMON OBJECTIONS    Misunderstanding – customer is misinformed about information presented on a product Drawback – customer is not using your product because of existing negative feature Skepticism – customer doubts or behaves with incredulity regarding information presented
  • HANDLING OBJECTIONS MODEL 1 Clarify: When appropriate, gather a better understanding of the objection and obtain information and understanding 4 2 Expand: Continue with call or close if appropriate Respond: After “Clarity” and understanding. Provide information to handle objection 3 Check: Ensure you adequately addressed customer’s objection
  • SELLING “CUSTOMER VALUE” Usage Call Planning Closing Handling Objections Evaluation/ Trial SCV Feature/Benefit Selling Unawareness Opening Creating Dialogue Awareness
  • CLOSING IS ONLY SUCCESSFUL IF…     There’s a GREAT call plan in place Engaging and “Customer Value” oriented opening Creation of dialogue that is based on “Customer Value”….and not product. “Customer Value” has linkages to the feature & benefits which are the solutions to the customers’ predicament
  • THE “FINISH LINE”…..CLOSING The beginning “Sales Process” when done properly automatically presents the “Close”: The customer’s commitment is gained throughout the sales process and the “Close” should be an expected occurrence between the sales rep & customer. “Closing” is the agreed upon act that is based on “Customer Value”
  • HELPING YOU BUILD “CUSTOMER VALUE” TOOL Our firm can help you build a personalized “Customer Value” tool that meets the needs of your company” Project includes: Process Excellence project that will validate “Customer Value” tool  Voice of Customer with Sales and Marketing  Selling Skills Optimization Team build and develop a selling skills training model to meet corporate business goals  Provide industry benchmarks/best practices 
  • If you’re interested in having us help you build a “Customer Value” sales tool that fits the personality/culture of your company contact me directly at: Andre’ Harrell President/CEO (AH2 & Beyond Consulting, LLC) http://www.ah2andbeyond.com/ andre.harrell@ah2andbeyond.com (267)221-8529 Blog: http://thesalesprofessionalnetwork.blogspot.com/