Success in Sales and Marketing Part 2- BASIS Marketing Training

Basis Marketing Sdn Bhd 02 August 2008 Success in Sales & Marketing Part 2: On success in sales and marketing

Basic Sales Techniques Tips and Techniques for Boosting Sales Performance

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>

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>

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?

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

Pre-appointment preparation

Business Cards

Sales Aids (brochures, leaflets, demo sets etc.)

Clean car

Presentation equipment

Photocopied documents

Organized bags and folders

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

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)

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

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

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

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

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

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

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?

Traditional Call opening (Option 2, If Not Sure):

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?

Modern Call opening:

Confirm/Repeat customer’s name in “Question” form

Positive & Pleasant Response e.g.

"It's an honor to finally speak with you!"

"Thanks for picking up the phone!"

"Thanks for taking my call."

"Your time is important. Let me go straight to the point."

Initial-Benefit linked to your company

Prepare for possible Interruption:

"This sounds interesting--tell me all about it."

"I haven't heard of this before, but it sounds interesting."

"I have absolutely no interest."

Ending Question:

"Ms…, does this touch on issues that are of concern to you this (month/year/quarter)?"

"Are you wanting to accomplish something like this by the end of this (quarter/year)?"

"Is this something you'd like to explore further?"

"Who on your team would you like for me to continue this conversation with between now and the end of this business (day/week)?"

In-Person opening:

Be aware of your ‘Image’

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”

Follow-up Call or In-Person:

Remind ‘Initial-Benefit’ statement

Demo

Ask Questions

Detect Interest (Temperature test)

Handle Objections/Rejections

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…

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

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)

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?”

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…?”

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, …?”

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?

Laws of Sales: Reminder Refresher of Sales Laws for Boosting Sales Performance

Law of ‘Averages’

Sales has always been a numbers game

20/12/8/3

Go Wide, Dig Deep

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?

Law of Buy-in

People will always buy ‘You’ first, before they buy the product

Respect, Credibility, Trust, Love/Hate

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.

Law of Q&A

No one likes to listen to ‘sales talk’

The more QUESTIONS you ask, the more sales you get

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.

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”

Law of Clarity

A confused prospect will never buy

Avoid ‘jargons’ and ‘features’ and ‘latest this and that…’

Do not assume they understand you.

Law of the 3-point Plan

List (A, B, C)

Plan

Convert (A, B, C)

Law of No ‘No’

Try not to get the prospect to say ‘No’

‘Always use the Temperature Test

Some Trial Questions:

"How does it sound so far?"

"Does that make sense?"

"Is this what you're looking for?"

"What do you think?"

"How close do you feel this comes to meeting your needs?"

Psychology, Influence, and Communication How to psycho people and influence them to do want you want

Understanding Personalities Handout: Personality Types Closed Open People Task Perfect: Melancholy Powerful: Choleric Popular: Sanguine Peaceful: Phlegmatic

Understanding Motives Power (nPow) Achievement (nAch) Affiliative (nAff)

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

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.

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

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).