Success in Sales and Marketing Part 2- BASIS Marketing Training

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  • + CAMER CAMER 4 months ago
    Very useful for trainers. Any more such stuff??
  • + Lilit.P Armine Ivanyan 2 years ago
    Very important and interesting presentation, thank U
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Success in Sales and Marketing Part 2- BASIS Marketing Training - Presentation Transcript

  1. Basis Marketing Sdn Bhd 02 August 2008 Success in Sales & Marketing Part 2: On success in sales and marketing
  2. Basic Sales Techniques Tips and Techniques for Boosting Sales Performance
  3. Topics Previously Not Covered
    • How to secure appointment via telemarketing <opening>
    • How to do introduction <opening>
    • How to close deal via telemarketing <closing>
    • How to prepare for rejection <middle>
  4. Topics Previously Not Covered
    • How to handle difficult customers <middle>
    • How to approach different Races <before>
    • Pre-appointment preparation <before>
    • How to write an attractive email/letter <before>
    • Next round? <closing>
  5. <Before>
    • Pre-sales preparation
    • Finding the ‘Decision Maker’
      • May need a Team approach
      • Influencer, Buyer, User
      • Level of Authority (LoA)
    • Setting Objectives: Based on Checklist
    • Telephone/Meeting Planning Sheet
      • What is your Purpose?
  6. <Before>
    • Pre-appointment preparation
    • Conduct Research – reception, secretary, website, annual report
    • Write out ‘Questions’
    • Anticipate Answers
    • Visualize Success
    • Role Play with team members
    • Sleep on it
  7. <Before>
    • Pre-appointment preparation
    • Business Cards
    • Sales Aids (brochures, leaflets, demo sets etc.)
    • Clean car
    • Presentation equipment
    • Photocopied documents
    • Organized bags and folders
  8. <Before>
    • Pre-Call preparation
    • Mental picture of person
    • Attitude, Smile, Dressing
    • Talking quality (fast, slow, mumble, repeats, phrases, uh-um) - Record?
    • Eliminate background noise
    • Exclusive calling time – momentum!
    • Prepare calendar
  9. <Before>
    • Pre-Call preparation
    • Categorize based on Objective:
      • gather info,
      • offer promotions,
      • follow up,
      • collect money,
      • secure appointment
    • Best time to Call?
    • Telephone Log (person, outcome)
  10. <Before>
    • How to write an attractive email/letter
    • Objective: make yourself familiar
    • Do not expect them to call you
    • Formal Letters: Update Info, Promotions, Education etc.
    • Personal Letters: to initiate a Sales Call
  11. <Before>
    • How to write an attractive email/letter
    • Use their NAME – not ‘Sir’ or “Madam’
    • Strong Introduction sentence – purpose, initial-benefit statement
    • Identify yourself and company
    • Mention who Referred you (if any)
    • Supporting Statements
  12. <Before>
    • How to write an attractive email/letter
    • One or two REASONS for the customer to see you
    • Short paragraphs – one paragraph for each idea
    • Enclose Brochure (or links), Business Card (even softcopy)
    • Indicate follow up call
    • Maximum ONE page
  13. <Before>
    • How to approach different races
    • Malay (Government, GLC, Local) – protocol, formal, slow, big spending, usually no need trial, free stuff, MNC, personal benefit, LoA, meeting
    • Chinese/Indian (SMI) – thrifty, little by little purchases, free trial, peers, fast, ‘Boss’ decision making, business-related benefit, referral +ve, letter, one-on-one talk
    • MNC – straight to the point, referral –ve, LoA, industry peers (benchmarking), email, formal presentation
  14. <Opening>
    • Call through Secretary :
    • Use name of Secretary
    • Ask for Advice – do not treat them like servants
    • Ask for the Boss using their FIRST name
    • Early morning, late evening, lunch
    • Answer one question at a time
    • Mention that Boss is ‘Expecting’ your call
    • Benefits to Boss
  15. Tele Dynamics <Reminder>
    • What is the objective of a Telephone call?
    • To set up an appointment or another tele call
    • Why? Productivity – do not waste time on ‘no use’ prospects
    • What NOT to do in tele calls: long, facts, explain, Q&A, defend, objections
    • What to DO: create interest, next step
  16. <Opening>
    • Traditional Call opening (Option 1, If U R Sure):
    • Introduce yourself, company
    • Opening Question e.g. “Would you be interested in…”
    • Initial-Benefit linked to your product
    • Check Interest – Question
    • Ask PERMISSION to send info, follow-up, face-to-face, presentation…
    • Maybe: Who best to talk to? Referral?
  17. <Opening>
    • Traditional Call opening (Option 2, If Not Sure):
    • Introduce yourself, company
    • Initial-Benefit linked to your product
    • Opening Question e.g. “Who is the best person to talk to…”
    • Repeat Initial-Benefit
    • Check Interest – Question
    • Ask PERMISSION to send info, follow-up, face-to-face, presentation…
    • Maybe: Who else to talk to? Referral?
  18. <Opening>
    • Modern Call opening:
    • Confirm/Repeat customer’s name in “Question” form
    • Positive & Pleasant Response e.g.
      • &quot;It's an honor to finally speak with you!&quot;
      • &quot;Thanks for picking up the phone!&quot;
      • &quot;Thanks for taking my call.&quot;
      • &quot;Your time is important. Let me go straight to the point.&quot;
    • Initial-Benefit linked to your company
  19. <Opening>
    • Modern Call opening:
    • Prepare for possible Interruption:
      • &quot;This sounds interesting--tell me all about it.&quot;
      • &quot;I haven't heard of this before, but it sounds interesting.&quot;
      • &quot;I have absolutely no interest.&quot;
    • Introduce yourself, company
  20. <Opening>
    • Modern Call opening:
    • Ending Question:
      • &quot;Ms…, does this touch on issues that are of concern to you this (month/year/quarter)?&quot;
      • &quot;Are you wanting to accomplish something like this by the end of this (quarter/year)?&quot;
      • &quot;Is this something you'd like to explore further?&quot;
      • &quot;Who on your team would you like for me to continue this conversation with between now and the end of this business (day/week)?&quot;
  21. <Opening>
    • In-Person opening:
    • Be aware of your ‘Image’
    • Introduce yourself, company
    • Exchange Cards
    • Positive & Pleasant compliment/gratitude
    • Sit down AFTER customer sits down
    • Mention the purpose of the meeting
    • Say “will only need ___ minutes of her time”
  22. <Middle>
    • Follow-up Call or In-Person:
    • Remind ‘Initial-Benefit’ statement
    • Demo
    • Ask Questions
    • Detect Interest (Temperature test)
    • Handle Objections/Rejections
  23. <Middle>
    • Handling Objections/Rejections:
    • “No” = do not know enough to say yes
    • “No” = my money > benefit
    • Real Objection vs. Bluff Objection
    • Question (Understand/Identify):
      • Repeat the objection in a Question
      • Suppose… What if…
      • Is there another reason to prevent…
  24. <Middle>
    • Handling Objections/Rejections:
    • Standard Objections:
      • No Budget
      • Price is too high
      • No Need
      • Can reduce price?
      • Let me think about it
      • I need to check with my boss/colleague
  25. <Middle>
    • Handling Difficult People:
    • The word ‘Difficult’ has different meanings
    • Difficult can mean different Personality:
      • Refer to “Managing Different Personalities”
    • Difficult can mean Rude and Obnoxious
      • Listen, Ask Questions
      • FAI (forget-about-it)
  26. <Closing>
    • Three Closing Questions
      • “Can you see how…” (benefit)
      • “Are you interested in…” (repeat benefit)
      • “When do you think…” (repeat benefit)
    • Probability: “On a scale of 1 to 10, with 10 meaning you are ready to place your order, where would you stand right now?”
  27. <Closing>
    • Summary:
      • “Can you see how….” (tie product to benefit)
      • “You are looking for…, is that correct?”
      • “Since you are looking for…, may I take your order?”
    • “Can I send you more information…?”
    • “Can you think of someone else who can benefit from this…?”
  28. <Closing>
    • Alternatively (if the response is neutral or negative):
      • “May I keep in touch with you…?”
      • “May I give you a call in…?”
      • “May I add you to our company newsletter, email, …?”
  29. <Closing>
    • Other ways of Closing:
      • Would you like to move forward?
      • Are you ready to get started?
      • Can we go ahead?
      • We can deliver it to you by the close of business tomorrow, if you’d like.
      • Should I forward a contract so you can get started?
      • Would you like to try it for a quarter?
      • It’ll take a few weeks to process and ship the order, so if you’re interested in moving forward, we should start the paperwork now.
      • Let’s get this off and start the paperwork. What do you think?
      • Let’s start the process so you can get onto your other priorities. Sound good?
  30. Laws of Sales: Reminder Refresher of Sales Laws for Boosting Sales Performance
  31. Law of ‘Averages’
    • Sales has always been a numbers game
    • 20/12/8/3
    • Go Wide, Dig Deep
  32. Law of Averages in Action
    • 20 contacts = 3 presentations
    • 3 presentations = 1 sale
    • 1 sale = RM120
    • What is your sales statistic?
    • RM120/sale, RM0/two others?
    • RM6 per contact?
  33. Law of Buy-in
    • People will always buy ‘You’ first, before they buy the product
    • Respect, Credibility, Trust, Love/Hate
  34. Law of Annoyance
    • Things our prospects and customers wish we wouldn’t do that really annoys them:
      • pushy.
      • call too much.
      • disrespectful of their time.
      • keep calling if they say they’re not interested.
      • appear not to understand them,
      • don’t listen.
      • don’t know about our own products/ services.
      • rude, arrogant, or inattentive.
      • vague or unclear.
      • won’t take no for an answer.
  35. Law of Q&A
    • No one likes to listen to ‘sales talk’
    • The more QUESTIONS you ask, the more sales you get
  36. Law of the Panadol
    • Creative solutions for customers will always come from the ‘problems’
    • Sales is about ‘solving the problem’ not selling the solution
    • Example: We do not sell Panadol. We sell quick headache relief in 30 seconds.
  37. Law of Momentum
    • Never aim for the Big Bang. There is no such thing.
    • Achievement comes from building momentum
    • “Start Small, Grow Fast, Make Money”
  38. Law of Clarity
    • A confused prospect will never buy
    • Avoid ‘jargons’ and ‘features’ and ‘latest this and that…’
    • Do not assume they understand you.
  39. Law of the 3-point Plan
    • List (A, B, C)
    • Plan
    • Convert (A, B, C)
  40. Law of No ‘No’
    • Try not to get the prospect to say ‘No’
    • ‘Always use the Temperature Test
    • Some Trial Questions:
      • &quot;How does it sound so far?&quot;
      • &quot;Does that make sense?&quot;
      • &quot;Is this what you're looking for?&quot;
      • &quot;What do you think?&quot;
      • &quot;How close do you feel this comes to meeting your needs?&quot;
  41. Psychology, Influence, and Communication How to psycho people and influence them to do want you want
  42. Understanding Personalities Handout: Personality Types Closed Open People Task Perfect: Melancholy Powerful: Choleric Popular: Sanguine Peaceful: Phlegmatic
  43. Understanding Motives Power (nPow) Achievement (nAch) Affiliative (nAff)
  44. Law of Comparison
    • Comparison . When Others Are Doing It, You Should, Too.
    • We view a behavior as correct in a given situation to the degree we see others performing it
  45. Law of Authority
    • Authority . When the Source Is An Authority, You Can Believe It.
    • Humans by nature have a deep-seated sense of duty to authority.
  46. Law of Reciprocity
    • Reciprocity . When Someone Gives You Something, You Should Give Something Back.
    • We should try to repay, in kind, what another person has provided for us
  47. Law of Consistency
    • Commitment/Consistency . When You Take A Stand, You Should Be Consistent.
    • Once we make a choice or take a stand (commitment), we will encounter personal and interpersonal pressures to behave consistently with that commitment (consistency).
    • Involvement and Buy-in
  48. Law of Scarcity
    • Scarcity . When It Is Rare, It Is Good
    • Opportunities seem more valuable to us when they are less available.
    • Things that can be scare: time, money, opportunity, physical
  49. Law of Self Perception
    • Self perception . We learn about ourselves by observing our own behavior.
    • If we observe ourselves doing some thing then we reason that we must like the thing.
  50. Door-in-the-face (DITF)
    • Make a LARGE request, then when it is refused, make a smaller (real) request
    • First Step Second Step
    • get No! (large request) get Yes! (real request)
    • Why DITF works?
      • Reciprocity .
      • Contrast
  51. Foot-in-the-door (FITD)
    • First make a SMALL request, then when granted, make a larger (real) request
    • First Step Second Step
    • get Yes! (small request) get Yes! (real request)
    • Example: Blood Donation
    • Why FITD works?
      • Commitment/Consistency, Self perception, Contrast
  52. Influence SF PASSE P raise and encourage A sk questions allow the person to S ave Face use S MART goals E ncourage small improvements
  53. Communication SF LINA L isten with interest and praise make the person feel I mportant use their N ame A sk questions www.myCNI.com.my www.OOBEY.com
  54. Active Listening
    • Attending
    • Paraphrasing
    • Speaking
    • Clarifying
    • Asking
    • Encouraging
    • Reflecting
    • Summarizing
    Personal Tip: ‘Picking’
  55. Thank You. soft copy of slides: www.totallyunrelatedrandomanddebatable.blogspot.com

+ Kenny OngKenny Ong, 2 years ago

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Success in Sales
1. Sales Mindset
2. Laws of Sell more

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