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Sales Presentation - Kevin Nott
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Sales Presentation - Kevin Nott

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  • Use SPIN process to determine Industry b) Level of understanding c) Expectations d) Needs
  • Review the basics of Profit Point
  • Transcript

    • 1. Sales Mastery Closing More Sales at a Profitable Price
    • 2. Profit Point
    • 3. Sales and Profit Point
      • Increase number of sales relative to the number of opportunities (Closing Rate)
      • Increase the selling price of each sale (Average Sales Price)
    • 4. Workshop Objectives
      • Understand the sales process
      • Learn how to increase perceived value
      • Learn how to identify customer needs
      • Learn how to effectively present solutions
      • Learn how to gain commitment for a favorable exchange
    • 5. Things You NEED to Know that are not Covered in this Workshop
      • Your Profit Point
      • How to set the right sales price
      • Your target market
      • Your customers' psychographics (Why they buy)
      • How to generate opportunities
    • 6. What is Selling?
      • Selling is a process that links problems to solutions
      • It is the favorable exchange of goods, services and ideas
    • 7. What you need to know about Selling
      • Why people buy
      • Your product's benefit
      • You and your company
      • How your product meets a customer's needs
      • How to logically and effectively present ideas
      • How to encourage a customer to make a decision
    • 8. Getting a customer to buy
      • Purchase decision is made when price is less than or equal to perceived value
      • Value is established by the customer
        • Based on how customer believes product will meet or exceed customer needs
        • Is influenced by seller's belief in the product
      • Move customer to buying decision by
        • Lowering price
        • Increasing perceived value
    • 9. Defining Needs
      • Implicit Needs
        • Assumed
        • Generally accepted
        • Based on our perspective
      • Explicit Needs
        • Stated
        • Definable
        • Based on customer perspective
    • 10. Know Your Product
      • Features
      • Advantages
      • Benefits
    • 11. Features
      • Facts or characteristics of a product, service or company
        • It is made of stainless steel
        • We have been in business for 20 years
    • 12. Advantages
      • How the feature can be used to benefit a buyer and meet implicit needs
        • It will last for many years
        • We will be around if you have any needs
    • 13. Benefits
      • How the feature meets an EXPLICIT need expressed by the buyer
        • You said you wanted it to last a long time. Stainless steel will provide you the best longevity
        • You indicated that you wanted a company that would be around to help with future needs
    • 14. Know YOUR Product
      • Features
      Advantages Benefits Select a core product or service you provide and list
    • 15. Homework
      • Identify all the products and services you can competently provide
      • List all the features
      • List all the advantages
    • 16. Talk to Teach
      • Select a topic that you know a lot about
      • Tell your partner
        • How and where it was learned?
        • Who taught it?
        • How long it took to learn?
        • What is liked best about it?
        • What is liked least about it.?
        • How has knowing this subject been beneficial?
    • 17. Listen to Learn
      • Find a hobby or profession that your partner knows substantially more about than do you
      • Record the answers to the following questions:
        • How and where it was learned?
        • Who taught it?
        • How long it took to learn?
        • What is liked best about it?
        • What is liked least about it.?
        • How has knowing this subject been beneficial?
    • 18. What did you learn?
      • Write down everything you remember about the other persons subject
      • Compare the learning from both
      • Which is more effective?
    • 19. Persuasion Selling
      • You are the expert and do most of the talking
      • You have a product to sell
      • Your presentation focuses on features, functions and benefits or the product
      • Your job is to “convince” customers that they need and want the benefits of your product
    • 20. Benefit Selling
      • The customer is the expert and does most of the talking
      • The customer has a need (although it may not be known yet to the customer)
      • Your presentation focuses on asking pertinent questions to gain understanding of the specific and explicit needs
      • Your job is to listen to the customer so that you can provide a personalized solution to the customer’s explicit need
    • 21. The Selling Process
      • Setting an appointment
      • Running the Sales Call
      • Performing the work
      • Follow up contact
      • Referrals
    • 22. Objectives of the Sales Call
      • Obtain an order to perform work
      • Advance the relationship towards an order
    • 23. Four Stages of a Sales Call
      • Opening
      • Investigating
      • Demonstrating Capability
      • Obtaining Commitment
    • 24. Opening
      • Gain trust
      • Find common ground
      • Set and build expectations
    • 25. Investigating
      • Identify explicit wants and needs
      • Determine constraints
      • Identify areas where your product or service is compatible with needs
      • Create sufficient emotion around solutions
    • 26. Demonstrate Capability
      • Sell yourself
      • Establish credibility
      • Differentiate
      • Reinforce and build trust
      • Create additional expectations
    • 27. Obtain Commitment
      • Demonstrate how your solution matches customer's explicit needs
      • Overcome objections
      • Gain approval to proceed
    • 28. Effective Investigation is the Key
      • You can't have a solution without a problem
      • You can't know the problem unless you ask
      • You won't get to the explicit need unless you know HOW to ask
    • 29. SPIN Selling
      • S ituation Questions
      • P roblem Questions
      • I mplication Questions
      • N eed-Payoff Questions
    • 30. Situation Questions
      • Early in the selling cycle
      • Build rapport
      • Gather Information (background and facts)
      • Increase understanding
      • Identify potential problems
      • Use sparingly to avoid “interrogation”
      • Avoid potentially sensitive areas
      • Listen for customer problem cues
    • 31. Sample Situation Questions
      • How long do you plan to live here?
      • Why are you looking at building?
      • Where do you plan to build?
      • Have you used a builder before?
      • What is your budget?
      • Are you interested in financing options?
    • 32. Problem Questions
      • Probe for problems, difficulties or dissatisfaction with current situation
      • Reveal needs
      • Clarify intensity
      • Gain shared understanding
      • Don’t ask problem questions for which you have no solution!
    • 33. Sample Problem Questions
      • What challenges have you faced in choosing the right builder?
      • Why is your present situation unfavorable?
      • What do you view as your biggest obstacles in this project?
    • 34. Implication Questions
      • Identify consequences, effects or implications of situation
      • Focus on consequences
      • Personalize and emotionalize the consequences
      • Create reasonable anxiety surrounding the problem
    • 35. Sample Implication Questions
      • What do you see as a potential problem if your contractor does not pull a building permit?
      • What could be some challenges of working with an inexperienced contractor?
      • How could choosing a contractor based solely on price lead to long-term and permanent problems?
    • 36. Need-Payoff Questions
      • Asks about the value, importance or usefulness of a situation
      • Clarify explicit needs
      • Are emotion-driven
      • Elicit desire for a solution
      • Offer to remove anxiety
      • Withhold specific solution until making a formal proposal
    • 37. Sample Need-Payoff Questions
      • If we could get you into your new building before Spring, how would that help your summer sales?
      • How would you feel knowing your contractor had 20 years of experience?
      • Would you be interested in a solution that provided the extra space you need for expansion using your existing building lot?
    • 38. Use SPIN to Match Your Partner to a New Work Vehicle
    • 39. Use SPIN to Identify Explicit Needs in Your Partner's Business
    • 40. Technical Investigation
      • Blueprints
      • Walk through
      • Measurements
      • Customer involvement
      • Identify desired function and expectations
    • 41. Demonstrate Capability
      • Use a formal presentation process
      • Be consistent
      • Be professional
      • Focus on “hot buttons”
      • Don't cut corners
      • Trust the process
    • 42. Choosing the Right Contractor is a Long-term Commitment
      • Little concerns can become large over time
      • Quality issues
        • Visible
        • Hidden
      • Safety issues
      • Support issues
    • 43. What Should You Look For?
      • Contractors
      • Appearance
      • Character
      • Licensed
      • Insured
      • Bonded
      • Permits
      • Experience
      • Workmanship
      • Reputation
      • Products used
      • Technique used
    • 44. Company Overview
      • ____ years' experience
      • Training
      • Licensed
      • Insured
      • Permits
      • Availability
      • Appearance
    • 45. We Pay Attention to Details
    • 46. Quality Matters
      • Processes
      • Materials
    • 47. Quality Assurance Checklist
    • 48. We Stand Behind our Work
      • Our Work is Guaranteed
    • 49. The Value Solution Our Company Our Products Our Workmanship Me
    • 50. Obtaining Commitment
      • Review the investigation questions and responses
      • Present your solution in an item by item approach (Because you said...)
      • Explain the benefits they will get
      • Ask:
        • Is this what you are looking for?
        • Can you see how this gives you all the benefits you said you wanted?
    • 51. Presenting the Price
      • We can have your project completed to your specifications for $_____________ or $ ____ per month.
      • Will (___ date___ ) be a good time for us to start?
    • 52. Overcoming Objections
      • Price too high
      • Need another bid
      • Can't afford it
      • We need to think about it
      • We are just getting a budget
    • 53. The Three D's
      • Deflate
        • Show compassion and understanding
      • Define
        • Clarify the concern
      • Delete
        • Use the tools to address the specific concerns
    • 54. Deflate
      • I understand how you feel
      • I can see why that might be a concern
      • I can appreciate that
    • 55. Define
      • Can you share your concerns with me?
    • 56. Delete
      • Price Too High
      • The Value Solution
      • Customer Need Evaluation
      • Need Another Bid
      • The Value Solution
      • Customer Needs Evaluation
      • Can't Afford It
      • Customer Needs Evaluation
      • Financing Options
      • Need to Think About it
      • Breathing room
      • Customer Needs Evaluation
    • 57. Sale Call Review
      • Use presumptive sale language
      • Only propose products/services that are solutions to explicit needs
      • Propose product/services as a solution to a specific need expressed by the customer
      • Propose benefits, advantages and features in this order (remember that purchases are made on emotion and justified by facts)
    • 58. The Contractor's Sales Call
      • Introduction and Warm Up
      • Customer Needs Evaluation
      • Technical Analysis
      • Presentation
      • Needs-based Solution
      • Gain Commitment
    • 59. Choosing the Right Contractor is a Long-term Commitment
    • 60. What Should You Look For?
      • Contractors
      • Workmanship
    • 61. Company Overview
      • ____ years' experience
      • Training
      • Licensed
      • Insured
      • Permits
      • Availability
      • Appearance
    • 62. We Pay Attention to Details
    • 63. Quality Matters
      • Processes
      • Materials
    • 64. Quality Assurance Checklist
    • 65. We Stand Behind our Work
      • Our Work is Guaranteed
    • 66. The Value Solution Our Company Our Products Our Workmanship Me