Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsCustomer-Driven ValueSelling sol...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsA Brief History of Selling… 189...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsCustomVenue PackageUniqueVenue P...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations5 Fundamentals to Strategic Sell...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsCapturing Share of Mind When yo...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsSome Facts About Our Brains Wei...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsCurrentStateRiskNeedsAims andamb...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsAims andambitionsDesiredFutureSt...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsNeedsDesiredFutureStateCurrentSt...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsRiskDesiredFutureStateCurrentSta...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsDesiredFutureStateCurrentStateRi...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsInfluencingForcesDesiredFutureSt...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsChoicesDesiredFutureStateCurrent...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsVacationSegmentLateCheck OutVaca...
Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsTheconsequencesDoing the samethi...
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Selling is everybody's business

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  • No one wants your products, services, clubs or venuesWhatever you can offer, some else can tooIf you are chasing share of spend, you aren’t targeting the right areaIf you don’t plan to succeed, you actually plan to failDoing the same things now won’t get you different results in the future
  • The kind of things you will want to know / understand include…How the clients sees the presentationWhy that situation is not idealWhat an ideal would look likeIt is unimportant whether the client is right or simply smoking somethingYour intent is to understand the client’s perceptions
  • Although decision are made based on what is best for the organisation, all buyers have personal agendas – something they personally want to achieve. These usually cloud their perceptions of wheat is neededWhat’s in it for you – personally?How will it improve your status?Why is it important to you?What would success / failure mean?What is stopping you?
  • Use the example of Target and its decision to buy cheaper Mac cosmetics only to discover
  • Selling is everybody's business

    1. 1. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsCustomer-Driven ValueSelling solutions in the 21st Century!How an inspired, structured and strategic approach to selling can make asustainable impact on business growth. An opportunity to understand how asales mentality underpins the future growth plans of any club.1
    2. 2. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsA Brief History of Selling… 1890’s Attitude…• All customers are gullible fools andwill buy if you have a good story Started the image of salespeople as liarsand dishonest people, preying onvulnerable buyers2Snake Oil SellingMood Selling 1920’s Attitude…• Appeal to the emotions of customersand they will buy whatever you areselling Techniques developed to appeal toemotions of customers Reinforced the image of salespeople as agroup that takes advantage of unsuspectingbuyersBarrier Selling 1950’s Attitude…• If you don’t buy you will bedisadvantaging your family – wife andchildren Techniques developed to trap customersinto saying Yes Salespeople viewed as manipulative anddishonestFormula Selling 1960’s Attitude…• All customers are similar therefore wecan use the same approach Customers became the target of a salesapproach rather than individuals withspecific requirementsNeedsSatisfaction 1970’s Attitude…• Customers have needs that we needto understand before we try and sellto them Customers involved in the sales processrather than being the target of a salesapproach
    3. 3. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsCustomVenue PackageUniqueVenue PackageSpecialisedVenue PackageStandardVenue PackageA Brief History of Selling…3 Today sales executives have to be flexible and their organisationsneed to be able to adapt their offering…Skill / Knowledge & Involvement of Sales ExecutiveHighLowHighComplexity
    4. 4. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operations5 Fundamentals to Strategic Selling1. No one wants your products, services, clubs or venues2. Whatever you can offer, some else can too3. If you are chasing share of spend, you aren’t targeting the right area4. If you don’t plan to succeed, you actually plan to fail5. Doing the same things now won’t get you different results in the future4
    5. 5. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsCapturing Share of Mind When you chase “share of spend” all you do iscompete with everyone else chasing the wallet When you own the customer’s mind, you controlthe purse!5
    6. 6. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsSome Facts About Our Brains Weighs = 2% of the body’s mass It uses 20-30% Has 2 Objectives…1. Keep us alive2. Conserve as much energy as possible If our brains where any bigger they would kill us! Buyers look for suppliers whom they trust so thatthey can put their brain into a neutral state!6
    7. 7. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsCurrentStateRiskNeedsAims andambitionsInfluencingForcesChoicesCurrent Situation The sale always starts with youtrying to understand the clientsperceptions of the presentsituation and his or her desiredfutureDesiredFutureState
    8. 8. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsAims andambitionsDesiredFutureStateCurrentStateRiskNeedsInfluencingForcesChoicesAims and Ambitions All “needs” are coloured by thepersonal aims and ambitions ofthe decision-makers you areworking with…
    9. 9. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsNeedsDesiredFutureStateCurrentStateRiskAims andambitionsInfluencingForcesChoicesOrganisational Needs Every business purchase is motivatedby the organisations needs… Image Performance Finance
    10. 10. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsRiskDesiredFutureStateCurrentStateNeedsAims andambitionsInfluencingForcesChoicesRisk and Implications In today’s fast-paced marketplacesmart business decision evaluaterisk relative to return
    11. 11. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsDesiredFutureStateCurrentStateRiskNeedsAims andambitionsInfluencingForcesChoicesDesire to Accept Change Some people want change,others resit it. You need to knowwhere, on the change scale yourprospects are…
    12. 12. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsInfluencingForcesDesiredFutureStateCurrentStateRiskNeedsAims andambitionsChoicesInfluencing Forces Every decision to do something newor different is made because of whatforces influence the company… Their customers’ demands Suppliers P. E. S. T.
    13. 13. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsChoicesDesiredFutureStateCurrentStateRiskNeedsAims andambitionsInfluencingForcesAlternatives & Choice And finally, every customerthat you have has the choiceof buying what you offer or analternative…
    14. 14. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsVacationSegmentLateCheck OutVacationPackagesChildCareKids StayFreeOnsiteFunActivitiesBuffetBreakfastShuttleServiceBusinessTravelerSegmentLateCheck InFrequentTravelerProgramWiFiInternetConnectionNewspaperDeliveryServiceOnsiteMeetingFacilitiesLaundry &DryCleaningQuickBreakfastsUnderstandingthe impact ofCustomerDriven ValueCustomer DrivenValue in the…Understandingthe impact ofCustomerDriven Value
    15. 15. Copyright © Barrett – 2013 – Partnering with our clients to improve their sales operationsTheconsequencesDoing the samethings betterDoing more anddifferent thingsHow Buyers Create “Value”PriceTerms of referenceLearning curveEase of access / useRelationshipsPast experienceConfidenceTrainingSupportGeneral serviceOpennessReputationVisibility

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